DETROIT -- Jaguar Cars has appointed Euro RSCG/Fuel as its new global advertising agency, replacing Young & Rubicam.
Euro RSCG/Fuel will create and execute all of the automaker's marketing, Jaguar says in a statement. The agency will do the work out of its New York and London offices.
Jaguar began reviewing ad agencies late last year and considered pitches by six agencies. A spokesman says Jaguar has used Dearborn, Mich.-based Y&R for four years and as normal business practices wanted to review its marketing partnerships.
"The decision to conduct an agency review was part of our strategy to refocus our market positioning and external communications on Jaguar's unique values," says Bibiana Boerio, Jaguar's managing director. She adds that Jaguar will develop a "multi-faceted" plan that includes new products in an effort to better its market position.
Boerio says an integrated marketing campaign will break later this year. Jaguar will continue its relationships with North American direct marketer Wunderman and media buyer, mediaedge:cia.
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