LONDON (Brand Republic) - Jaguar Cars is consolidating its $125m (£87.74m) global advertising account into WPP Group鈥檚 Young & Rubicam. Until now, it has been split between Ogilvy & Mather in North America and J Walter Thompson in Europe and other markets.
The account will be coordinated out of Rainey Kelly Campbell Roalfe/Y&R in London. Ogilvy & Mather and J Walter Thompson, both units of WPP London, were part of the carmaker鈥檚 global communications group for eight years.
All three agencies also work for Jaguar parent company Ford. JWT handles Ford鈥檚 main brand work in the US, while in Europe the task is shared between Y&R and O&M.
The UK-based car manufacturer is planning to introduce a new, more affordable model -- the X-Type sports sedan -- later this year.
Y&R had been retained earlier this year to create the advertising for the launch, using the tagline 鈥淭he art of performance鈥.
The new model starts at just under $30,000 (£21,000) -- about $10,000 (£7,000) less than its other cars -- and is placed to compete with Mercedes C-Class cars and the BMW 3-Series.