Young & Rubicam Inc. in Irvine has been eliminated from a review of Jaguar Cars North America’s creative advertising account.
The ad shop, part of Britain’s WPP Group PLC, was among several agencies that “advanced to a round of chemistry and credentials meeting” in a review for the estimated $100 million account, according to a recent report in Adweek.
Y & R; has handled the work for Ford Motor Co.’s Jaguar, part of Irvine-based Premier Automotive Group, since 2001.
Finalists, according to Adweek include Berlin Cameron/Red Cell, WPP’s JWT, Havas’ Euro RSCG, MDC Partners’ Kirshenbaum Bond + Partners, Leagas Delaney and M & C; Saatchi.
Y & R; had teamed with Berlin Cameron on a bid, with the latter emerging as a finalist.
The review is being handle by consultants Roth Associates in New York and Agency Assessments International in London.
Y & R; declined to comment on the review.
Jaguar recently narrowed its search after sending out request for proposals to about 11 shops, according to Adweek.
Among the topics on the questionnaire: a shop’s track record at rejuvenating brands.
That’s been a hot button for Jaguar in the past few years. The auto maker’s sales slumped last year.
Jaguar has made a series of moves in a bid to reinvent itself and appeal to a wider audience.
In 2003, it unveiled a new logo and corporate logo and has been building on that campaign.
Recently, the automaker launched a Internet ad campaign targeting younger buyers.
Jaguar created a Web site, www.x-ingover.com, which it hopes will spur word-of-the-mouth interest with short animated episodes. The goal is to sell X-types, Jaguar’s entry-level car starting at $30,000.
But not all dealers are hyped about the move.
Peter Abeysekera, Internet manager at Bauer Jaguar in Santa Ana, recently told the Business Journal he was worried the new Internet campaign may alienate Jaguar’s core market,men 40 and older.
Y & R; still handles advertising for another Ford unit: Land Rover North America.
But the shop was pinched in 2003 when Ford’s Lincoln Mercury moved back to Detroit and took its ad account with it. Y & R;’s Detroit office now handles the account.
The OC shop lost about 65 people, who either took jobs with other companies or shifted to Y & R;’s Detroit office, which reports to David Murphy, chief executive of the agency’s Y & R; Brands unit.
Y & R; rebounded by expanding work with Mattel Inc. It also gained online work for Microsoft Corp.’s consumer product lines. Last summer, Y & R; picked up Carlsbad-based Callaway Golf Co.’s $40 million account.
Late last year, Y & R; was looking to hire about 70 workers to handle the new work. It had about 310 OC workers at the time.
Sole Founder Funds Skatepark
Nothing speaks louder than free.
Pierre Andre Senizergues, chief executive of Lake Forest-based Sole Technology Inc., recently gave $30,000 to the city of Lake Forest to keep the etnies skatepark free to visitors for another year. The company said about 1,500 people use the 40,000-square-foot park per week.
The skateboard shoe and apparel company, which counts etnies among its brands, worked with the city to build the park near its headquarters. Senizergues also donated money last year to avoid charging fees to skaters or BMX bike riders.
The park has been a big marketing vehicle for Sole, which has held various skateboarding and BMX events there.
DGWB Hiring
Santa Ana-based DGWB Advertising and Communications recently hired two executives.
The OC shop nabbed one from Foote, Cone & Belding Southern California in Irvine. Michael Shudak, former chief financial officer locallly for FCB, now is the top financial guy at DGWB.
The shop also hired Ed Collins, former managing director at Time Inc. Custom Publishing, as chief marketing officer.
Mike Weisman, DGWB president, said the shop’s existing clients are adding assignments. The agency is doing more work in strategic planning and consulting, he said.
“We are touching more areas of our clients’ business than ever before,” Weisman said. “2004 was our best year ever. 2005 is shaping up to eclipse 2004.”
Weisman said DGWB just won two clients. He declined to give names but said DGWB plans to make an announcement soon.
DGWB’s current client mix includes Ameriquest Capital Corp.’s Argent Mortgage, Children’s Hospital of Orange County and the Orange County Register.
Bits and Pieces:
Ruby’s Diner Inc. in Newport Beach is promoting new menu items. Among them: grilled shrimp tacos and a grilled shrimp Caesar salad Laguna Beach-based m80 Group recently was handed some work from El Segundo-based Mattel Inc. and Pasadena-based Avery Dennison Corp. The shop will be working on projects for Mattel brands including Barbie and Hot Wheels.
