GTB: Overview

GTB is a global marketing and advertising agency specializing in precision retail marketing as part of WPP's industry-leading network. Originally founded as Team Detroit in 2006 as a joint venture between WPP and Ford Motor Company, the agency rebranded to GTB (Global Team Blue) in 2016 to reflect its evolution and focus on retail marketing excellence.

The agency was created to disrupt traditional marketing approaches and set new standards in retail marketing. GTB positions itself as a force for what's possible in retail marketing, moving brands from mediocrity to market domination through a unique combination of grit, tenacity, and creativity. Their work is engineered to crush business goals and shatter expectations by developing ideas that inspire people to act.

What sets GTB apart is their proprietary approach to Precision Retail Marketing. As part of WPP, they command the tools and talent of the world's most formidable creative machine, blending audience science, hyperlocal expertise, and breakthrough creativity to deliver measurable results. This customer-centered approach leverages the latest in data and technology to create campaigns that move people to action.

GTB operates across 52 global offices spanning six continents, serving clients primarily in the automotive sector while maintaining expertise in retail activation and performance marketing. The agency has established itself as a dedicated partner focused on innovation, data-driven insights, and exceptional client service.

What Services Does GTB Provide?

GTB offers comprehensive marketing services designed to deliver precision retail marketing solutions:

Precision Retail Marketing

• Customer-centered insights and strategy
• Shopper marketing and activation
• Hyperlocal expertise and targeting
• Audience science and behavioral analysis
• Retail-speed campaign execution

Creative Development

• Brand strategy and positioning
• Breakthrough creative concepts
• Campaign development
• Content production

Media Services

• Media planning and buying
• Digital media strategy
• Performance marketing
• Campaign optimization

Marketing Operations

• Customer relationship marketing (CRM)
• Multicultural marketing
• Tier 2 dealer advertising
• Website and mobile app development
• Social media management

Data & Technology

• Data-driven marketing strategies
• Marketing technology integration
• Analytics and reporting
• Customer behavior analysis

What Industries Does GTB Serve?

GTB has developed specialized expertise primarily in the automotive sector, with capabilities across retail marketing:

Automotive

• Automotive manufacturers
• Vehicle launches and campaigns
• Dealer network marketing
• Performance vehicle marketing

Retail

• Retail activation
• Shopper marketing
• Point-of-purchase campaigns
• Retail customer engagement

The agency's deep specialization in automotive marketing, particularly through their long-standing relationship with Ford Motor Company, has positioned them as experts in precision retail marketing for automotive brands. Their approach emphasizes customer-centered insights and hyperlocal expertise to drive measurable results at retail.

What Brands Has GTB Helped?

GTB's primary client relationship has been with Ford Motor Company since the agency's inception:

Automotive

• Ford Motor Company (primary client)

Notable Campaign Highlights:

• Ford Mustang AR Experience: Created augmented reality campaign linking the iconic Mustang to rock and roll culture
• Ford Edge ST: Performance-focused marketing campaign
• Ford EcoSport: Launch and activation campaigns

GTB continues to lead activation, media planning and buying, digital marketing, and production for Ford globally, along with customer relationship marketing, multicultural marketing, and Tier 2 dealer advertising.

Key Differentiators

• Precision Retail Marketing: Proprietary approach combining audience science, hyperlocal expertise, and creativity for retail-focused campaigns
• WPP Network Power: Access to the tools and talent of the world's largest advertising company
• Customer-Centered Insights: Data-driven approach leveraging the latest in technology and behavioral analysis
• Speed and Agility: Built to move at the speed of retail with rapid campaign execution
• Automotive Expertise: Deep specialization in automotive marketing through decades of Ford partnership
• Global Reach: 52 offices across six continents providing worldwide capabilities
• Innovation DNA: Created specifically to disrupt and challenge traditional marketing approaches

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