Jaguar Appoints Young & Rubicam as Worldwide Advertising Agency

    COVENTRY, England, March 29 Jaguar Cars has appointed
Young & Rubicam (Y&R) as its new worldwide advertising agency. With immediate
effect Y&R will handle all Jaguar's worldwide advertising requirements
including creative work and execution for the launch of the new X-TYPE sports
sedan.
    Part of the WPP Group, Y&R will replace the two current agencies that
handle Jaguar advertising -- J Walter Thompson (Europe and selected global
markets outside North America) and Ogilvy & Mather (North America).  JWT and
Ogilvy are also part of the WPP Group, headquartered in London, UK.
    "Changing advertising agencies is always a difficult process, but we felt
that Jaguar's long term interests were better served through one global
advertising partner," said Jonathan Browning, Managing Director, Jaguar Cars.
    "As part of the Jaguar Global Communications Group, both JWT and Ogilvy
have delivered strong results for Jaguar over the past 8 years.  However, with
the launch of the X-TYPE and the new direction being taken by Jaguar in terms
of its position in the premium car market, we wanted to appoint one agency to
handle all global advertising work," said Mike O'Driscoll, President, Jaguar
North America.
    "Y&R has a strong track record in both automotive and luxury market
segments and will be a key part of our drive to attract a new generation of
Jaguar buyers to the marque," continued O'Driscoll.
    Y&R will service the Jaguar business through its network of offices
worldwide, coordinated through headquarters in London. Y&R will handle
national, regional and local advertising requirements for Jaguar as well as a
variety of other related advertising and creative needs.