Tata Motors is shifting global creative duties out of longtime agency Euro RSCG and taking the business in-house, Euro RSCG has confirmed.
The move comes after a series of management changes at Tata, the Mumbai, India-based company that in 2008 acquired Jaguar and Land Rover from Ford for an estimated $2.3 billion. Euro RSCG had worked on the brand since 2005.
In terms of revenue, the account, which included both traditional and digital creative duties on both factory and dealer advertising, is said to supply about $10 million annually to the Havas agency. Euro RSCG declined to discuss the size of the business.
Going forward, Tata is expected to set up its own agency, with offices in the U.S., U.K., Germany and China. The U.S. office will likely be in California, according to sources. Tata executives could not immediately be reached.
Tata has notified Euro RSCG of its decision and the handoff will be completed within 90 days, said Matt Ryan, the agency’s president of global brands. The agency ran the business out of its New York office; all told, about 10 offices worked on the brand.
Ryan expressed pride in the work that Euro RSCG produced, particularly its “Gorgeous” campaign, which was visually driven with a contemporary feel. Former client Ford honored the effort for global marketing effectiveness, Ryan added.
“We take great pride in having returned the luster to such an important global brand,” Ryan said. “I wish them luck in their experiments in running an ad agency.”