How Ford Builds Partnerships: Motorsport, Data & Brand Truth with Will May
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How Ford Builds Partnerships: Motorsport, Data & Brand Truth with Will May
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What does partnership marketing really look like inside Ford? In this episode, Will May, Paid Media & Brand Partnership Manager for Ford of Europe, takes us inside one of the most complex marketing machines in global automotive.
Will shares how he moved from accounting (!) to dealer sales, to fleet sales, to CRM, and then into the high-octane world of motorsport marketing. From WRC and Formula Ford to the World Endurance Championship and the Ford GT programme, Will explains how these partnerships shaped his thinking about audiences, storytelling and commercial value.
We also go deep on Ford’s long-running partnership with Ken Block—how it started, what made it work, and why his audience offered something no traditional media buy ever could.
This episode is packed with honesty about internal politics, audience segmentation, budgeting, misused sponsorships, and why data (not opinions) has to lead decision-making.