6 Finalists Emerge in Jaguar Review

NEW YORK Six agencies have advanced to the final round in the $100 million global creative review for Ford Motor Co.’s Jaguar, the client has confirmed.

The incumbent, WPP Group’s Young & Rubicam in Irvine, Calif., has been eliminated.

Y&R had paired with sister shop Berlin Cameron/Red Cell in New York to defend the business; Berlin Cameron took the lead on strategic and creative development, and Y&R offered to provide the network for distributing work, said sources.

Indeed, rather than visit both shops last week, client executives went to Berlin Cameron, where executives from that shop and Y&R were present, according to sources.

But in selecting finalists, the client picked Berlin Cameron on its own.

The agencies declined comment, and Jaguar offered no explanation in a brief Thursday afternoon statement confirming the list of shops. That statement makes no mention of Y&R.

Along with Berlin Cameron, the other agencies invited to the final round are WPP’s JWT in New York; Havas’ Euro RSCG in New York; MDC Partners’ Kirshenbaum Bond + Partners in New York; and independents Leagas Delaney and M&C Saatchi, both in London.

The finalists were notified on Wednesday and briefings will take place next week in London, in preparation for final pitches, which are slated for the second week of March, said sources. Jaguar said it will make its selection by the end of that month.

The review is being managed by the consultancy team of Roth Associates in New York and Agency Assessments International in London.