Jaguar Cars has chosen Euro RSCG/Fuel as its new worldwide advertising agency, responsible for the creation and execution of global campaigns.
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The agency will run the account from New York and London with support for the North American market provided by New York.
Euro RSCG/Fuel won the account following a review that included six agencies: the incumbent Y&R; JWT, Berlin Cameron/Red Cell; Kirshenbaum Bond & Partners; M & C Saatchi and Leagas Delaney.
“The decision to conduct an agency review was part of our strategy to re-focus our market positioning and external communications on Jaguar’s unique values,” said the automaker’s managing director, Bibiana Boerio.
Jaguar and its new agency are now working on themes and ideas presented during the review process, ahead of developing an integrated campaign that will break later this year.
The new ad agency is part of New York-based Euro RSCG Worldwide, an integrated marketing communications agency with 233 offices in 75 countries.
Its other automotive clients include PSA Peugeot Citroen and Volvo.
