Jaguar Rides With Global Beach in Consolidation

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Ford Motor Co.'s Jaguar Cars unit has consolidated its interactive work and named British agency Global Beach Group to handle its worldwide account.


The decision locks out OgilvyInteractive, which handled interactive marketing for the auto brand in the United States, Canada and Mexico while Global Beach had responsibilities for 59 other markets.


Global Beach, which will handle the account out of London and a new office in Irvine, CA, has worked with Jaguar since 1996. The expanded responsibilities coincide with the launch of Jaguar's X-Type model.


"In terms of the way that the brand needs to project itself forward and reach new customers and provide a high level of added value through all their touch points and to create a consistent brand synergy is really much the top-line objective," said Clive Jackson, CEO of Global Beach.


The agency primarily will act as the lead interactive shop, supporting Jaguar's international online marketing efforts. An important charge is to handle online customer relationship management for Jaguar along with offerings such as marketing communications, owner management services and related services on the Internet.


Global Beach will work with Young & Rubicam, which has the offline advertising account for the British car.


An agency with revenue of $10 million last year, Global Beach has clients such as Ford, Premier Automotive Group, Jaguar Formula One, GlaxoSmithKline, Hewlett-Packard Co. and the Motor Show in Britain.


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