WPP today took the wraps off a restructuring plan that takes resources from its major agencies and throws them into a giant dumpster called, “Team Ford,” based in Dearborn. The shops to be put through the sausage machine are: JWT and sibling Ford Motor Media, both Detroit; Ogilvy & Mather, Dearborn; plus Young & Rubicam Brands, which includes Y&R, Wunderman, Mediaedge and MindShare, all Dearborn. Apparently, this restructuring creates 3 new units for Ford: Shared Media Services, Brand Experience Services and Shared Administrative Services. However, the lucky employees will still be employed by their current agencies, but they will report up through the chiefs of the new units. For example, there will be one chief at Brand Experience Services who will oversee all customer relationship marketing work, but those who report into that person will include JWT staffers on Ford brands or Y&R staffers on the Lincoln and Mercury brands. Sounds like a recipe for confusion, buck passing and disaster to me! Even though Ford continues to lose money hand over fist, WPP insists the restructuring is not designed to cut spending. The move, they claim, is aimed at “sharing best practices.” (No doubt to produce “best of breed” products!) Sounds like more BDA/BS to me. But hey, I’m sure the “Poisoned Dwarf” has some master plan for world domination of auto advertising… So, here’s my prediction… Forget “Best Practices” and all the other snake oil, The account is in trouble! All this re-org stuff is about WPP fighting fires. It won’t happen for a while… But, it will. Then the blood will flow. Remember, you heard it here first! 
"Team Gnome"... Ready to go!
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