Agency Joint Venture will Boost Jaguar Brand Strategy
6 October 1997
Agency Joint Venture will Boost Jaguar Brand Strategy
COVENTRY, England, Oct. 6 -- Jaguar's two worldwide
advertising agencies, J. Walter Thompson and Ogilvy & Mather, have formed a
unique collaborative relationship to further strengthen the UK-based luxury
car manufacturer's global marketing activities. J. Walter Thompson currently
handles Jaguar's advertising in Europe and many other markets around the
world. 0 & M currently provides an integrated marketing service to Jaguar in
North America -- Jaguar's biggest single market.
Nick Scheele, Jaguar's Chairman and Chief Executive, welcomed the
innovative new working relationship between the two agencies -- both of which
are units of the WPP Group Plc. "Consolidating the activities of the two
agencies will ensure that we are able to take the maximum advantage of the
skills and talent in both groups and use that for the benefit of all our
markets.
"Jaguar is already a global brand. We are determined to strengthen our
global brand identity as we expand our product range and enter new segments of
the luxury car market in the future. Jaguar sales have virtually doubled
since the start of the decade and we expect sales to double again by the year
2000. Our ambitious new model programmes need to be backed by a fully
integrated, consolidated and global approach to brand strategy."
The newly consolidated global Jaguar account will be headed up by David
Murphy, Senior Partner and currently head of the Jaguar North America account
at Ogilvy & Mather in New York. In addition to Jaguar, he has worked with
Ford, American Express, TWA and Unilever. He will divide his time between the
agency's offices in New York and London.
"Jaguar is a unique and distinctive global brand. The new collaborative
approach will enable us to produce a consistent global brand strategy whilst
at the same time devising specific campaigns to suit regional marketing
requirements," said Mr. Murphy.
SOURCE Jaguar Ltd.