The Jaguar Cars division of the Ford Motor Company yesterday announced it had chosen Young & Rubicam Advertising to handle its (estimated) $125 million global creative duties.
The award has been widely expected since Y&R picked up the worldwide account for the launch of Jaguar’s X-Type brand in January [WAMN: 12-Jan-01]. Y&R replaces Global Communications Group, a 10-year joint venture between the new incumbent’s WPP siblings Ogilvy & Mather Worldwide in New York and London’s J Walter Thompson.
“[The company] looked at Ogilvy, looked at JWT and looked at Y&R,” said Jaguar North America’s Simon Sproule. “At the end of the day, we felt that Y&R was the best of the three agencies to work on our business globally.”
Ford has recently switched several accounts between the WPP-owned trio. Y&R also handles the auto manufacturer’s Mercury and Lincoln marques in the US and Land Rover in markets outside America.
News source: New York Times
