As Ford Motor Co. prepares to move Land Rover's $50 million U.S. account from GSD&M to Young & Rubicam, the automaker said it expects to capitalize on the structure Y&R has in place to service Jaguar.
"In putting together the agency team, we've looked at it as a Jaguar/Land Rover team, so we will gain a lot of efficiencies there," said client vp of marketing Jon Williams, noting that both brands are part of the same Ford operating unit. In particular, he said, Land Rover trafficking and production can be handled by the group that has those duties for Jaguar, although creative and account management will be handled by a separate Land Rover brand group.
The account shift was prompted by the desire to work with one global shop, Williams said. "We've been gradually moving toward having the one agency, but the big hole in the puzzle was North Amer ica," he said.
Y&R in Irvine, Calif., also works on Ford's Lincoln Mercury division. While the majority of Land Rover media remains at WPP's Ford Motor Media in Detroit, media planning and some spot buying will shift from GSD&M to WPP's Mediaedge:cia, Williams said.
Land Rover remains at GSD&M in Austin, Texas, until Oct. 10. The shop is breaking two TV spots today for the Discovery; two more for the Land Rover "family" of vehicles will roll out later this month.
No major creative changes are planned for Land Rover, Williams said. GSD&M has had the account for more than two years. Recent ads are tagged, "The most well-traveled vehicles on earth."
Land Rover will look to Y&R for a more integrated approach, including PR, interactive, relationship marketing and event marketing. "GSD&M had the ad business and steered that rather than the whole integrated approach," Williams said.
The Irvine, Calif., client is also looking to Y&R to help strengthen its dealer advertising, said Williams.
Y&R's first job for Land Rover is to launch the three-door Freelander in late 2002.