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Ford hires Apple’s Musa Tariq as chief brand officer

Ford hires Apple’s Musa Tariq as chief brand officer

Ford Motor Company has hired Apple’s Musa Tariq as vice president and chief brand officer, as the car maker looks to reinvent itself as a 21st century “mobility company”.

Tariq joins the US manufacturer from his previous position as global marketing and communications director for Apple Retail.

He has enjoyed a succession of high-profile social and digital roles at companies including Nike and Burberry, having starting his career at JWT and Saatchi & Saatchi Advertising.

In this new job, which he starts at the end of January, Tariq is responsible for further building and differentiating the company’s Ford brand, one of the most valued in the world.

“As we grow our business, we’re also expanding our focus on and investment in building and differentiating our iconic Ford brand, which is known, loved and trusted around the world,” said Ford president and chief executive Mark Fields.

“Our opportunity is to connect with even more consumers and stakeholders – some who never have done business with Ford before – through compelling and culturally relevant marketing and communications.

“Musa has led transformational work at some of the world’s most admired brands, and he is a leader known for challenging convention. We’re excited for him to bring his expertise, knowledge and passion to Ford.”

Tariq will report jointly to Ford executive vice president, global marketing, sales and service Stephen Odell and Ford group vice president, communications Ray Day.

In 2016, Ford teamed up with Eurosport for what it described as the first ever live 24 hour advert, which premiered at Le Mans 24 Hours.