Jaguar has appointed Young & Rubicam in London and New York to handle the global launch of its X-Type model.
Y&R beat fellow WPP-owned agencies – Ogilvy & Mather Worldwide and J Walter Thompson – to provide the creative work for the launch of the compact sports saloon, estimated to have a media spend in the UK of &£4m.
Jaguar has denied that this affects its relationship with JWT and O&M, which have created the above the line advertising for the past four years, but insiders suggest that neither agency came up with a proposal that Jaguar executives approved.
Rainey Kelly Campbell Roalfe/ Y&R will create the press work, which is to be the bulk of the advertising. The television ads will be created as a joint effort between London and New York.
Jaguar marketing director Phil Cazaly confirmed that Y&R would be working on the advertising for the X-Type which launches at the end of May, but denied it would result in any change in the Ford-owned car company’s relationship with either JWT or O&M.
In 1997, WPP formed a joint venture called Jaguar Global Communications (now headed by Kevin King, formerly Y&R’s Ford European account director) to provide global integrated marketing for Jaguar. Cazaly says: “This was set up by WPP chief executive Sir Martin Sorrell to allow us access to any other part of the WPP network without the pain of changing agencies. Y&R will be working with O&M and JWT.”
The move comes after Ford recently shifted all Ford brand advertising in Europe into O&M London. Y&R also recently won Ford’s global Land Rover account after a review, worth an estimated &£30m (MW November 23).