Jaguar Asks Ogilvy & Mather To Create a 'Common Language'

By Michael McCarthy





NEW YORK–Ogilvy & Mather Worldwide has won a global corporate identity assignment from client Jaguar Cars.





The new assignment, which the agency won without a review, comes amid speculation that Jaguar will seek to consolidate its estimated $60 million global account at a single agency. Ogilvy currently splits the business around the world with sister WPP Group agency J. Walter Thompson Worldwide.





Mark Miller, a representative for Jaguar North America in Mahwah, N.J., confirmed that the client recently awarded Ogilvy a global ‘brand identity’ assignment.





The nonadvertising assignment involves ‘defining how the company speaks to itself,’ said Miller, and creating ‘a common language’ for Jaguar’s employees and agencies.