Havas-owned Euro RSCG New York is tipped to win Jaguar’s $100m (&£52m) global advertising account following a six-way pitch.
The agency pitched against JWT New York, Kirschenbaum, Bond & Partners, Berlin Cameron, Leagas Delaney and M&C Saatchi. Incumbent Young & Rubicam (Y&R) did not make the shortlist.
The pitch, which was led from the US, was overseen by Jaguar managing director Bibiana Boerio and handled by Agency Assessments in London and Roth Associates in New York.
It is thought that Amsterdam-based MVBMS/Fuel Europe – which handles the advertising account for Ford Premier Automotive Group member Volvo – will act as Jaguar’s agency in Europe.
The agency was launched in Europe by New York agency Messner Vetere Berger McNamee Schmetterer/Euro RSCG in 2000 specifically to handle the Volvo account. One of the founding partners, Bob Schmetterer, was the former global chief at Euro RSCG.
Y&R held Jaguar’s global advertising account for six years before the review was announced in November. Jaguar spends &£17m on advertising in the UK, where Rainey Kelly Campbell Roalfe/ Y&R held the account.
Jaguar has seen its market share plummet in recent years and it has lost ground to rivals like BMW, Mercedes and Audi.
The win would be a major boost for struggling Havas after the loss of the $300m (&£158m) Intel advertising and media planning and buying accounts. Euro RSCG Worldwide and Media Planning Group pulled out of the computer chip manufacturer’s review in January and Interpublic Group picked up the business earlier this month (MW March 10).