Lincoln Mercury's Wahl drives brand `redefines'

Guilford, Dave
July 1999
Advertising Age;7/12/1999, Vol. 70 Issue 29, p34
Trade Publication
This article profiles Deborah Wahl, marketing communications manager at Fort Motor Co.'s Lincoln Mercury Co. Prior to her appointment at Ford, Wahl had been group manager of brand strategy and communication at Mazda North American Operations. Wahl's first challenge comes quickly, as she oversees the launch of the $70 million campaign for Lincoln's new LS sedan in July 1999. Following the LS, Wahl will turn to the fourth-quarter debut of the redesigned Mercury Sable. Wahl envisions recasting Mercury as forward-thinking, expressive, individualistic, but repositioning efforts may prove tougher for that brand.


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