"We decided, ideally, we wanted to go to one agency, but we couldn't see any compelling reasons to do so," said Phil Cazaly, who, as director of marketing at Jaguar Cars Ltd. in the U.K., oversees the brand globally.
Jaguar asked the two shops if they could form a new unit to work with the client as one agency. O&M and JWT first started working together in brand meetings in the summer of 1996, Mr. Cazaly said.
ESTIMATED $50 MIL IN SPENDING
O&M handles Jaguar in North America, the brand's biggest market, plus Jaguar in Spain. JWT handles Jaguar in the rest of Europe and in Asia. Spending globally is estimated at $50 million.
David Murphy, a senior partner at O&M in New York who heads the North American Jaguar account, will head the new Jaguar Global Brand Alliance. Mr. Murphy will split his time between O&M, New York, and JWT, London, Mr. Cazaly said.
His successor has not been named.
Reporting to Mr. Murphy from JWT will be Jim Roddy, who recently moved from Taiwan, where he headed the Asian Jaguar account, to JWT, London. He will head the European and Asian accounts.
Jaguar won't change its contracts with the agencies, so any compensation changes would be up to them, Mr. Cazaly said.
The carmaker is planning significant global production growth, from its current 40,500 units, to 200,000 in the coming years.
"Jaguar sales have virtually doubled since the start of the decade, and we expect sales to double again by the year 2000," said Nick Scheele, chairman-CEO of Jaguar. "Our ambitious new-model programs need to be backed by a fully integrated, consolidated and global approach to brand strategy."
SAME IMAGE AROUND WORLD
Mr. Cazaly said research has shown Jaguar has the same image around the world and is known for graceful styling, refined power, luxury interiors and a smooth ride.
But while Jaguar's fundamental brand message is the same around the world, creative executions are different, he said. Under the new alliance, there could be ad production savings, though Mr. Cazaly added that was not the reason for the consolidation.
The first work from the new unit probably won't be seen until 1999, when Jaguar introduces its smaller sedan, known now by its code name X200. It will compete