News out of Detroit this morning is that Ford Motor Company is prepping its first global marketing event for a mass market car, the soon-to-be unveiled, revamped Ford Focus, which will be making its debut in January, at the Detroit Auto Show.

Unlike the original launch campaign for the 2000 Focus, this year's plan will be one of consistency: Ford will use the same material for all media, including television, internet, and live events.

an interview with Advertising Age magazine, Jim Farley, group vice president of global marketing explained, "We really have changed the approach on how we work together as global and regional marketing teams and public relations in the way we will go to market and take waste out of the system." He also explained that in the company's past, the different marketing heads in North America, Asia, and Europe never collaborated on the details of model launches, but that with this campaign, everything will be coordinated.

In addition to Mr. Farley, the marketing team for the new Ford Focus includes Elena Ford, the great-great granddaughter of company founder Henry Ford. She received the post of director in charge of global sales, earlier this year, and reports directly to Farley.

It's true that unified global automobile ads are not a new trick, but most of those that have been successful in the past fifteen years were designed around niche brands like Jaguar and Saab, not mass market vehicles like the Ford Focus.

With this campaign, Farley is mirroring what the company is doing on the product side. That effort, referred to as "One Ford," represents a worldwide shift in the automaker's corporate culture, giving the company one, single DNA, in order to make both product development and purchasing a lot simpler.

To compare the difference between the old and new philosophies, the original Ford Focus as sold in the United States was not the same car sold in Asia and Europe. The new 2011 Ford Focus, which is expected to go on sale worldwide in late 2010, will be the same around the world.