Jaguar moves ad account from Euro RSCG Worldwide to Spark44

Article by Christian A., on February 22, 2011

A newly created agency called Spark44 will handle Jaguar’s estimated $100 million global advertising account, with the carmaker’s decision to make the switch from Euro RSCG Worldwide.

Spark44 is expected to be based in California, with regional hubs in England, Germany and China. Jaguar has yet to give details about the new agency and the people who run it.

But a Spark44 Web site cites four principals: Alastair Duncan, Steve Woolford, Bruce Dundore and Werner Krainz.

In a statement, Jaguar said that it has notified Euro, its key marketing agency for six years, about ending their agreement.

Jaguar stated that no agreements have been finalized for a new partner but it can confirm that it is now finalizing details to create “an innovative -- not in-house -- joint venture project named Spark44,” which would be 100 percent dedicated in the development of the Jaguar brand.

Tata Motors Ltd., India's largest automaker, had bought Jaguar and Land Rover from Ford Motor Co. in 2008. Tata is run by Indian billionaire Ratan Tata.

Its recent management changes include appointing Ralph Speth, a veteran of BMW and other European car companies, as CEO of Jaguar Land Rover in early 2010. And in December 2010, Speth hired Adrian Hallmark, Saab's executive sales director, as the new global brand director for Jaguar. [via autonews - sub. required]

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