Euro RSCG already handles Jaguar's global creative account, which it won in 2005. The digital account includes all online advertising, all customer relationship marketing, plus building and maintaining jaguar.com. Jaguar annually spends $150 million combined worldwide on traditional and digital advertising, based on Advertising Age estimates.
The incumbent was Global Beach Group, one of three finalists with Haymarket Media Group, also a U.K. shop.
David Jones, worldwide CEO of Euro RSCG, told Ad Age the agency presentations to the automaker took place in the U.K. over the past two months. He believes his agency had the edge because he has been integrating Euro RSCG's traditional ad agency with its Euro RSCG 4D digital network.
"You can't leave digital in a silo," Mr. Jones said.
Sold on digital benefits
Mike O'Driscoll, managing director of Jaguar Cars, complimented Euro RSCG's "integrated model," saying it will help the automaker translate ad campaigns into strong financial performance. "By adding the digital function to the scope of Euro RSCG's responsibilities, we ensure that an integrated creative and strategic vision informs every consumer touch point," he said in a statement.
Mr. Jones said Euro RSCG will manage the global account from its flagship New York office, under the leadership of Alicia Johnson and Hal Wolverton, both executive creative directors.
Ford Motor Co., which is in the process of selling Jaguar to India's Tata Motors, said it expects that deal to close in the second quarter.