Jaguar Quizzes Shops on Brand Rejuvenation

NEW YORK Jaguar asks shops for their track records at rejuvenating brands in questionnaires sent out this week by the Ford Motor Co. unit to 11 agencies, sources said. The RFP is due back on Monday.

Jaguar is reviewing creative chores on its $100 million global account.

The recipients, sources said, are independents Doner in Southfield, Mich., Leagas Delaney and M&C Saatchi, both in London, and StrawberryFrog in Amsterdam, the Netherlands; Havas’ Euro RSCG in New York; Publicis Groupe’s Publicis & Hal Riney in San Francisco; MDC Partners’ Kirshenbaum Bond + Partners in New York; and WPP agencies Berlin Cameron/Red Cell, Ogilvy & Mather and J. Walter Thompson, all in New York, and Young & Rubicam in Irvine, Calif. Y&R is the incumbent.

The release of the RFP this week has been anticipated [Adweek, Jan. 17].

Not all the agencies are expected to return the document. StrawberryFrog, for example, already works for Mitsubishi in Europe. The shop declined comment.

The RFP asks questions about an agency’s ability to think strategically, understand consumers, provide network solutions and work across geographic borders, according to a source. Direct-marketing capabilities are considered a plus but not mandatory, the source added.

Based on responses, client executives will cut to a shorter list of shops for visits in early February, sources said. After those visits, Jaguar will select finalists, who will be briefed in mid-February in preparation for final presentations, slated for the second week of March.

The agencies and client either declined comment or could not be reached.

Managing the review is the consultancy team of Roth Associates in New York and Agency Assessments International in London, neither of which returned calls.