Luxury car manufacturer Jaguar has awarded its global digital business to Euro RSCG Worldwide. The resulting efforts will be an integrated brand strategy that includes all online advertising and CRM responsibilities, as well as building and maintaining jaguar.com.
“This assignment is bigger than a Web site,” Jeff Brooks, co-president of Euro RSCG NY, said. He emphasized that the RFP had initially called for a Web site redesign, but his agency’s proposal took a wider view of the strategy and won a bigger piece of business.
Euro RSCG NY will manage the account with a second team in London. Account teams will have resources and experience both offline and online. Brooks declined to give financial details regarding the account win.
“It was clear to [Jaguar] and us that the Web was becoming more important to customers,” Brooks said, because automotive purchasing and buyer research is largely shifting online. The agency will develop strategic brand content to distribute to potential customers regardless of channel, Brooks said. Elements of the new campaign are expected to launch by the end of the year.
The target customer is “premium car drivers with a strong sense of individualism,” he added. “We will help Jaguar service them with a deeper, richer experience where and when they want it.”
Jaguar, which could not be reached for comment by press time, has had a three-year relationship with Euro RSCG for some of its digital advertising. This is the first time that the agency will manage the brand’s CRM.
“We can’t think about CRM as a separate entity — CRM is such a thread throughout everything that we’re doing going forward with them,” Brooks said.
Euro RSCG Worldwide recently made a commitment to put digital at the core of its global strategy, and that strategy was credited with the win of this business. The agency also recently announced securing an integrated digital account from online loan resource Lendingtree.com.
