GTB
- Open roles
- 0
- Founded
- 2007
- Employees
- 1001-5000
- Offices
- 6
About GTB
GTB is a precision retail marketing and advertising agency within WPP, with a longstanding focus on Ford Motor Company and its dealer networks. Its work connects creative campaigns, media, customer data and digital experiences with automotive retail activity. The agency continues to operate as a distinct specialist brand, collaborating with other agencies through the WPP for Ford team.
Its capabilities span creative strategy, advertising development, media planning and buying, customer relationship management, loyalty programmes, audience modelling and measurement. Digital work includes platform solutions, vehicle configurators and online reservation experiences. GTB also develops social content and localised campaigns for regional dealer advertising associations, connecting national brand activity with individual retail markets.
Automotive and digital experience
Ford has shaped much of the agency’s operating history. Following changes to Ford’s agency arrangements in 2018, GTB retained responsibilities across media, precision performance marketing, digital platforms, CRM and regional dealer advertising, alongside marketing operations in China. Its portfolio includes the Ford Mustang Mach-E online reservation platform and the Bronco and Bronco Sport reservation experience, developed collaboratively with VMLY&R.
The agency’s creative work also includes the European Ford Edge campaign Le Fantôme, the Ford Focus campaign The Beauty of Change and the Mustang virtual reality film Re-Rendezvous, produced with Visualise. These projects reflect a practice extending from retail communications into film, interactive experiences and automotive product launches.
Development of the agency
The business originated as Team Detroit, bringing together dedicated Ford accounts from several WPP agencies. In May 2016, Team Detroit and international sibling networks were unified under the GTB identity, originally standing for Global Team Blue.
Subsequent regional integrations brought some GTB teams into the network now known as VML. GTB’s public web presence is hosted on VML’s platform, while the agency retains its precision retail marketing role within WPP. Its global headquarters moved from Dearborn to downtown Detroit in 2020–2021.
More about GTB
Leadership milestone
WPP appointed former Digitas executive Robert Guay as GTB's global chief executive officer in July 2019. The appointment announcement stated that he reported to WPP CEO Mark Read.
Collaborative operating model
The WPP for Ford team operates under central leadership and draws specialists from multiple agencies. Its described division of responsibilities pairs GTB's precision retail marketing role with VML's brand and customer experience work and WPP Media's media capabilities.
Digital production results
The jointly developed Bronco and Bronco Sport reservation experience generated more than 190,000 reservations and over 450,000 vehicle builds, according to the supplied case-study findings.
Notable credits
9 creditsOffices
Current and former locations of GTB
- Marquette Building, 243 West Congress Street, Detroit, MI 48226, United StatesDetroit, Michigan, United States
Detroit office
HeadquartersGlobal headquarters at the WPP Detroit Campus, following relocation from Dearborn in 2020–2021.
- WPP Campus, Shanghai, ChinaShanghai, China
Shanghai office
Direct hub managing Ford advertising, Tier II operations and marketing activation in China.
- FYI Centre, Bangkok, ThailandBangkok, Thailand
Bangkok office
Southeast Asian and ASEAN regional operating hub.
- Sea Containers House, 18 Upper Ground, London SE1 9GL, United KingdomLondon, England, United Kingdom
London office
European regional headquarters handling platform solutions, audience management and creative campaigns.
- Chicago, Illinois, United States
Chicago office
Regional client engagement office serving the Chicago Region and Illinois Ford Dealers Advertising Associations.
- WPP Campus, 3 World Trade Center, 175 Greenwich Street, New York, NY 10007, United StatesNew York, United States
New York office
Regional account management hub for East Coast Ford dealer business and integrated brand engagements.
- 550 Town Center Drive, Dearborn, Michigan, United StatesDearborn, Michigan, United States
Dearborn office
Former officeFormer global headquarters, superseded by the downtown Detroit headquarters in 2020–2021.
Open roles
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