Jaguar has awarded Euro RSCG Luxe the Jaguar.com account following a competitive pitch, charging the agency with overhauling its global website.
The move means that the agency, previously named Euro RSCG Fuel, has exp-anded its hold on the business after winning the global advertising account for Jag-uar in 2005.
It has won Jaguar.com following a pitch held earlier this month against the incumbent, Global Beach and Haymarket Media Group, which publishes a customer publication for the car brand. Jaguar has worked with Global Beach for over ten years. Last year the digital agency created a microsite to support the launch of Jaguar’s luxury sports car XF.
Nick Dutton, managing director of Euro RSCG Luxe adds that with digital now at the “heart of the car buying process”, it will be creating a new website that will hope to connect with consumers in a new way.
“Jaguar is being Jaguar again. Its new product range is providing it with a new sense of momentum. This is the chance for it to do its magic in the digital space,” Dutton says.
The agency was hired to oversee Jaguar’s advertising over two and a half years ago, at a time when the Ford-owned marque was feeling the pinch of declining sales and the disappointing launch of X-type in 2000 (MW October 20, 2005). It launched an ad campaign with a new “Gorgeous” strapline aimed at reinforcing Jaguar’s luxury credentials.