Young & Rubicam has been awarded extra business from Ford with an appointment to handle the worldwide launch of the X-Type model being produced by its Jaguar subsidiary.
The compact sports saloon will be introduced with creative work from Y&R offices in London and New York after a pitch against its WPP stablemates Ogilvy & Mather and J. Walter Thompson. The move goes against the trend for JWT to handle Ford's luxury car brands.
Press work, which will account for the lion's share of the advertising, will be produced by Rainey Kelly Campbell Roalfe/Y&R in London with TV work being created jointly by the London and New York agencies.
An estimated pounds 4 million is being put behind advertising the car in the UK, which will launch at the end of May.
Y&R's appointment comes less than two months after Ford of Europe returned O&M to lead agency status, just two years after it had handed the bulk of its business to Y&R.
Since then, Y&R has been regaining lost ground, having won Ford's pounds 50 million global Land Rover account after a final pitch against Grey.
Confirming Y&R's appointment to handle the X-Type this week, Jaguar insisted it would not result in any change in its relationship with O&M or JWT.
O&M and JWT have been producing above-the-line advertising for Jaguar but industry sources say neither agency was able to crack the X-Type brief to Jaguar's satisfaction.