PARIS – Following a competition against Grey Advertising and Brochard-Engel, Jaguar cars awarded its $650,000 account to Leaute Danet & Associates, a small Paris agency. The luxury car maker had been without an ad agency in France since 1990. A national outdoor campaign for the XJ6 was introduced April 1, marking the first time Jaguar has chosen billboards over upscale magazines. The campaign’s tagline, ‘Osez Jaguar,’ or ‘Dare to take a chance with Jaguar,’ according to agency chairman Francois Leaute, is meant to show that the plush auto ‘at less than $54,000 is more affordable than many people think.’ Jaguar recently assigned J. Walter Thompson its account in Germany.
Copyright Adweek L.P. (1993)
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity