Currently, O&M provides an integrated marketing service to Jaguar in North America, the car maker's biggest single market. O&M also handles the advertising account in several Latin American countries and Spain. JWT currently handles Jaguar's advertising in Europe (except Spain) and several Asian markets, including Japan and Taiwan.
"We considered moving the account to one agency, but we decided not to," said Jaguar Marketing Director Philip Cazaly, who is responsible for marketing the brand globally. "But we like them both and we told them to look for a way to work together.''
The newly consolidated global Jaguar account will be headed up by David Murphy, senior partner and currently head of the Jaguar North America account at O&M, New York. He will divide his time between his office in New York and an office at JWT, London.
Reporting to Murphy within the special unit is Jim Roddy, the JWT exec who led the Jaguar account in Japan. Mr. Roddy is moving to London where he will be responsible for handling the account in Europe and Japan. Mr. Roddy will also report to Michael Madel, president of JWT Europe.
Mr. Cazaly said of Mr. Murphy: "He's part of our (Jaguar's) management team. He will attend product meeting and style reviews."
The new structure, which took effect Oct. 1, is being introduced now to prepare for when Jaguar increases its current product level of 40,500 to 200,000 units over the next few years.
"Over time we need to get a consistent global strategy in place that translates around the world," said Mr. Cazaly.
Jaguar will not renegotiate its contracts with JWT and O&M as a result of the merger of their operations to service its account. "The agencies have to figure out remuneration between themselves," Mr. Cazaly said.
Nick Scheele, Jaguar's chairman and chief executive, said of the new working relationship between the two agencies: "Consolidating the activities of the two agencies will ensure that we are able to take the maximum advantage of the skills and talent in both groups and use that for the benefit of all our markets.
"Jaguar is already a global brand. We are determined to strengthen our global brand identity as we expand our product range and enter new segments of the luxury car market in the future. Jaguar sales have virtually doubled since the start of the decade and we expect sales to double again by the year 2000. Our ambitious new model programs need to be backed by a fully-integrated, consolidated and global approach to brand strategy," Mr. Scheele said.
A regional approach will not totally be abandoned, according to Mr. Murphy. "Jaguar is a unique and distinctive global brand. The new collaborative approach will enable us to produce a consistent global strategy whilst at the same time devising specific campaign to suit regional marketing requirement."
Copyright October 1997, Crain Communications Inc.