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Ford and Outdoor Systems, Inc. Announce Advertising Package

29 June 1998

Ford Motor Company and Outdoor Systems, Inc. Announce Historic Advertising Package

    DETROIT, June 29 -- Ford Motor Company and Outdoor
Systems, Inc. announced today what they believe is the most
significant buy in the history of outdoor advertising.  The agreement secures
for Ford's brands OSI's prime out-of-home advertising locations for the next
several years in all major markets in the United States.
    Starting in July, various new Ford, Mercury, Lincoln, Jaguar and Mazda
vehicles will be featured on Outdoor System's most in-demand spectacular-sized
billboards across the country.  The first vehicle that will be featured as a
result of the multi-year commitment is the all-new Mercury Cougar, which will
pounce out at commuters passing by Outdoor System's prime sites in key markets
including New York-New Jersey, Los Angeles, Chicago, Philadelphia,
San Francisco, Dallas, Detroit, Houston, Atlanta and Miami-Ft. Lauderdale.
    "Ford's advertising components have always used out-of-home as a critical
element of their advertising, but they haven't always been able to get the
placements they wanted because they could not justify committing to an annual
buy, as is typical of this medium," said David Ropes, Director, Corporate
Advertising and Integrated Marketing for Ford Motor Company.
    "Last year, we consolidated our media buying and planning and designated
Ford Motor Media as our agency of record.  This agreement on outdoor is a
terrific example of what we are accomplishing through the consolidation,"
Ropes said.  "It allowed us to put together a plan to use outdoor year-round
based on marketing plans and unique schedules for each of the divisions
represented by Ford Motor Media, which include Ford Division, Lincoln,
Mercury, Mazda, Jaguar and Ford Customer Service Division.
    "We approached Outdoor Systems with our plan," said Ropes, "because they
have emerged as the leading out-of-home supplier as a result of the
consolidation in outdoor that has taken place over the past few years."
    The agreement with OSI gives the brands represented by Ford Motor Media
exclusive access to more than 100 prime locations in the top markets
nationwide and enables each division to use the space to maximize exposure for
new vehicles as they launch.  Ford is in discussions with other outdoor
suppliers to complete the plan, which in total will exceed $50 million over a
multi-year term.
    "The outcome of our discussions with OSI is an historic agreement that
capitalizes on both Ford's and Outdoor System's strengths and will provide the
foundation for a long-term relationship between the companies," Ropes said.
    "At Outdoor Systems, we're excited about the commitment Ford has made to
the outdoor medium and are proud to be a partner in delivering this premium ad
space coast to coast," said Wally Kelly, senior vice president, Outdoor
Systems, Inc.
    "Ford's consolidation resulted in its recognizing that OSI's consolidation
of the out-of-home inventory nationwide made it possible to buy the premier
outdoor locations throughout the U.S. through one-stop shopping," Kelly said.
"What Ford and Outdoor Systems have achieved with this package gives both of
us a real competitive advantage and would not have been possible without the
innovative approach each company has taken in their respective industry."
    Ropes and Kelly agreed that this is a true breakthrough in outdoor
advertising, both for the media supplier and the media buyer.  "It wouldn't
have been possible without the changes both companies have undertaken in
recent years, and it's rewarding to see those changes lead to what many will
see as a coup within our respective industries."