Lincoln Motor Company
Lincoln Motor Company was founded in 1917 by Henry M. Leland, naming it after Abraham Lincoln; in 1922, Lincoln was acquired by Ford. Following World War II, Ford formed the Lincoln-Mercury Division, pairing Lincoln with its mid-range Mercury brand through 2010. In 2012, Ford rebranded the Lincoln division under its original name, Lincoln Motor Company. Originally founded as a freestanding division above Lincoln, Continental was integrated within Lincoln in 1959. The Continental-branded Mark Series was marketed through Lincoln starting in 1968, adapting the Lincoln name in 1986. The Lincoln star emblem is derived from a badge first used on the 1956 Continental Mark II.
Louis Cheskin
Based on the success of the Mustang, in 1960 Ford brought Cheskin in to research and develop the Lincoln Continental, the country's first modernist 'luxury' car. Using his research techniques, Cheskin recommended a radically different advertising approach with the Continental's launch. He created the first magazine designed to sell a product for exclusive distribution through country clubs. Driving events at country clubs were also promoted. Initially, this approach relied almost exclusively on word of mouth and represented an early use of guerrilla marketing.