Ford moves £90m global Jaguar account to Y&R

Jaguar is consolidating its entire $125m (£90m) global creative account into Young & Rubicam (Y&R) following months of speculation.

Jaguar is consolidating its entire $125m (&£90m) global creative account into Young & Rubicam (Y&R) following months of speculation.

The business is understood to be worth about $70m (&£49m) in the US and $55m (&£38.4m) in other markets.

Y&R London and New York was appointed by Jaguar earlier this year to handle the global launch of its X-Type model (MW January 18).

It beat fellow WPP-owned agencies Ogilvy & Mather (O&M) Worldwide and J Walter Thompson to provide the creative work for the launch of the compact sports saloon, estimated to have a UK media spend of &£4m.

Ford recently shifted all Ford advertising in Europe into O&M London. Last year, Y&R also won Ford’s global Land Rover account after a review, worth an estimated &£30m (MW November 23).

The decision could mean the end of Jaguar Global Communications Group, formed in 1997 as a joint venture between WPP and the car manufacturer. It is understood that the appointment of Kevin King as head of the unit may have precipitated the consolidation into Y&R. He was previously Y&R’s Ford European account director.

O&M has handled the US ad account since 1992. The agency does not handle any Jaguar work in the UK or Europe.

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