Magazine article Marketing

Ford Looks for Direct Lift for Jaguar Sales

Magazine article Marketing

Ford Looks for Direct Lift for Jaguar Sales

Article excerpt

Ford's troubled luxury carmaker Jaguar is turning to direct marketing to halt a crippling sales slide, after centralising the global ad account into J Walter Thompson this week.

JWT's appointment to handle both above and below-the-line will see a "significant increase" in the direct marketing budget.

The move follows six months of speculation after Jaguar's old ad agency, John F French, resigned the account last November having handled it for nine years. Direct marketing had been handled on an ad hoc basis by various agencies.

Jaguar began looking at parent Ford's worldwide ad agencies JWT, Ogilvy & Mather and Young & Rubicam. The appointment of JWT, which handles Ford in the US, was influenced by Jaguar's new chairman, Nick Scheele, formerly at Ford of Mexico, who replaced Bill Hayden last month.

Scheele is keen to establish a single-source advertising strategy worldwide, which is what JWT will be working on from day one as well as handling UK campaigns.

Jaguar's more immediate concern, however, is to build UK sales, which are almost exclusively in the company car market and heavily reliant on direct marketing. …

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