SIX AGENCIES TO PITCH FOR JAGUAR'S GLOBAL AD ACCOUNT
Incumbent Y&R Is Cut From Review
JAGUAR PICKS CONSULTANTS FOR AD ACCOUNT REVIEW
Roth Associates and Agency Assessments International Named
JAGUAR NARROWS REVIEW FOR SEARCH CONSULTANT
Four Vie for Ad Agency Review Work
JAGUAR NORTH AMERICA NAMES MARKETING VP
Tom Scarpello Was at Ford's Special Vehicle Team Unit
JAGUAR LAUNCHES REVIEW OF GLOBAL AD ACCOUNTS
Y&R Has Had Work Since 2001; Current 'Deadly Sins' Ads Draw Criticism
Other contenders in the review, which was narrowed to six earlier this month, included WPP Group's JWT and Berlin Cameron/Red Cell; MDC Partners' Kirshenbaum Bond & Partners; and independents M&C Saatchi and Leagas Delaney. Incumbent Y&R, Irvine, Calif., part of WPP, did not progress to the shortlist.
Executives familiar with the matter said Bob Jeffrey, worldwide chairman-CEO of JWT, issued a memo to the agency this morning conceding that Euro RSCG won the review.
Calls to JWT, Euro and Jaguar were not returned at press time.
Closely watched review
Consultants Roth Associates, New York, and Agency Assessments International, London, conducted the closely watched review, which started in November.
The selection of a non-WPP-owned agency is noteworthy because the agency holding company has a long relationship with Jaguar's parent, the Ford Motor Co.
The carmaker has one of the world's best-known auto brands but it is unprofitable. In recent years, Jaguar has struggled to promote its X-Type, introduced in 2001 as an entry-level, high-end vehicle aimed at middle-aged car buyers. Last November, George Ayres, vice president of marketing at Jaguar North America, resigned and was replaced by Tom Scarpello, who had been marketing and sales manager of Ford Motor Co.'s special vehicle team.
Ford and WPP
Executives familiar with the review had said the search process within Jaguar was complicated by internal corporate politics, with some factions favoring hiring an agency not owned by WPP, which has a global agreement with Ford.
In December, Ford said Nicholas Scheele, 60, would retire Feb. 1 as president, leading to speculation of a change in WPP's standing as a preferred Ford global supplier. Mr. Scheele has championed the WPP status and is close to WPP's chief executive, Martin Sorrell.