According to AdAge this morning, Ford has hired the firm formerly known as Andersen Consulting "for a U.S. media measurement and optimization program." Too bad it took continued business softness and 30,000 layoffs to move the firm into 21st c. marketing, but it’s about time we saw some Left Brain Marketing outside of CPG. Expect others to follow suit. I’ve got a piece coming up on marketing mix modeling that you might find interesting – give it a month or so.