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Euro RSCG Wins $100 Mil. Jaguar Account

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LOS ANGELES Jaguar Cars today confirmed it has selected Havas' Euro RSCG/Fuel to handle creative chores on its $100 million global account.

"The decision to conduct an agency review was part of our strategy to refocus our market positioning and external communications on Jaguar's unique values," said client managing director Bibiana Boerio in a statement. "Working together with Euro RSCG/Fuel, we will move our communications and the Jaguar brand forward."

"The Jaguar brand has significant equity around the world," said Jim Heekin, global CEO of Euro RSCG. "We believe we can work with the Jaguar management team to capture the imagination of its existing and potential buyers. We are ready to hit the ground running."

Euro RSCG/Fuel in New York and London bested five other shops following a four-month review. Also pitching were WPP Group agencies JWT and Berlin Cameron/Red Cell, both in New York; independents M&C Saatchi and Leagas Delaney, both in London; and MDC Partners' Kirshenbaum Bond + Partners in New York.The incumbent, WPP's Young & Rubicam in Irvine, Calif. had pitched with Berlin Cameron, but was cut prior to the final round.

Ultimately, the contest for the business of the Irvine-based Jaguar came down to Euro RSCG and JWT, sources said.

The formal announcement of Euro RSCG's selection had been expected [Adweek Online, March 21].

Roth Associates of New York conducted the search in association with Agency Assessments International in London.