Former Head of Cadillac, Mark LaNeve, was named president of the Lincoln brand’s ad agency.
Mark LaNeve was named president of Hudson Rouge, Lincoln brand’s ad agency, replacing Cameron McNaughton, who has been president of the agency since 2011, when it was founded. McNaughton will leave Hudson Rouge at the beginning of May to “pursue other opportunities,” according to Matt VanDyke, global director for the Lincoln brand.
LaNeve will also keep its position as COO of Team Detroit, which is Ford’s advertising agency. This change is part of Lincoln’s strategy to bring US sales back on the track after they were affected by the delays in launching the redesigned MKZ sedan.
“Mark brings a tremendous amount of equity and understanding of the luxury space,” said the Ford spokesman Chris Preuss. “When you look at Mark’s credentials, having redone Cadillac and Volvo, it makes a lot of sense.”
LaNeve come at a crucial time for Lincoln, as it is going through a difficult rebirth, with the 2013 MKZ sedan being the center piece of this strategy. Although earlier this year Lincoln launched two advertising campaigns for the 2013 MKZ, dealers were not given any cars to sell due to production delays. Now that 4,000 MKZ vehicles have reached dealerships, Lincoln prepares another advertising campaign.