Euro RSCG beats five to win $100m global Jaguar account

by Daniel Farey-Jones, Brand Republic 24-Mar-05, 09:00

LONDON - Jaguar's $100m (£53.4m) global creative account has been won by Euro RSCG/Fuel following a six-way pitch in the US.

The win for the Havas agency will be sweetened by the knowledge that it defeated two of its rival WPP's agencies, JWT and Berlin Cameron/Red Cell, which pitched together, while the incumbent, WPP's Young & Rubicam, did not make the six-strong shortlist.

WPP has a long relationship with Ford, which owns Jaguar.

Also pitching were independents M&C Saatchi and Leagas Delaney, both in London, and MDC Partners' Kirshenbaum Bond + Partners in New York.

A slump in sales at Jaguar, which led to a decision to close the Browns Lane factory in Coventry, forced the marque's owner Ford to rethink its marketing efforts before the pitch was called last November.

Y&R held the account since 2001 after winning a pitch against sister agencies JWT and Ogilvy & Mather.

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