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A 30-year Ford veteran, Joy Falotico knows how to play to her brand’s strengths.
The automaker’s recent campaign, titled Built Ford Proud – a continuation of the well-known Built Ford Tough efforts – highlights the brand’s consistent history of innovation. One of the ads, featuring actor Bryan Cranston, takes a thinly veiled shot at Silicon Valley by stressing the importance of building the technology of the future, rather than just talking about it. “The future isn’t created in a keynote address,” Cranston intones.
Ford is backing up its brash style by improving its approach to marketing hybrid vehicles and expanding its range of environmentally-friendly models. Falotico – who doubles as the president of the Lincoln brand – will bring a wealth of experience as the company looks to topple Toyota as the top hybrid seller.