The win for the Havas agency will be sweetened by the knowledge that it defeated two of its rival WPP's agencies, JWT and Berlin Cameron/Red Cell, which pitched together, while the incumbent, WPP's Young & Rubicam, did not make the six-strong shortlist.
WPP has a long relationship with Ford, which owns Jaguar.
Also pitching were independents M&C Saatchi and Leagas Delaney, both in London, and MDC Partners' Kirshenbaum Bond + Partners in New York.
A slump in sales at Jaguar, which led to a decision to close the Browns Lane factory in Coventry, forced the marque's owner Ford to rethink its marketing efforts before the pitch was called last November.
Y&R held the account since 2001 after winning a pitch against sister agencies JWT and Ogilvy & Mather.
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