Biss Lancaster lands brief to revitalise Jaguar brand

Jaguar has called in fresh PR support in a bid to reignite customers’ passion for the marque. It has appointed Euro RSCG Biss Lancaster to promote the Jaguar brand and ‘reclaim its heritage’.

'There was a wonderful passion for the E-Type,' said communications and public affairs manager Jane Stewart. 'People still love the Jaguar brand and we want to tap into that.'

The firm is currently running an advertising campaign based around the image of 'gorgeousness'. The PR drive will be based around the same theme, targeting industry events and motoring press.

Jaguar has gone through a troubled period. Owner Ford, which bought the company in 1989, has had to shoulder its losses, which amounted to £430m in 2004 alone. In December Ford's investment in the brand topped £4bn after it injected an extra £1.2bn in a bid for
revitalisation.

Jaguar has also received criticism for poor design and a lack of desirability of late, with its flagship X-Type performing badly against Audi's A4 and the BMW 3 series.

Biss Lancaster won a three-way pitch for the brief. The previous incumbent, luxury PR firm PA Media, also pitched.

Biss Lancaster's new fashion/luxury director Melanie Chatsworth leads the account, reporting to Stewart. Chatsworth was poached from luxury brands specialist Aurelia PR this month to bolster Biss Lancaster's consumer division.

She reports to brands and healthcare MD Jonathan Sanchez, who said more staff will join the division.

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