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)