Ford reengineers its multicultural-advertising program

Ford, the automaker, has successfully retooled its approach to reaching audiences that have not always been the focus of the industry’s marketing efforts.

Just a year-and-a-half ago, when Rajoielle Register walked into a room of senior Ford Motor Co. managers and explained the direction of the company's efforts to move beyond general-market communications, the response often was, "I don't get that."


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