In-house agency Spark 44 makes ad debut for Jaguar

And its ‘Alive’ campaign isn’t half bad. Spark 44 is the new in-house Jaguar agency headed by former Porsche marketing guru Hans Riedel that wrested the US account away from Euro RSCG last year. Its new ad is running all over the place, which is presumably bad news for the UK’s RKCR/Y&R too.

At least there’s an idea here that bears some relationship to owning a Jaguar. It succeeds in doing what BMW’s ghastly ‘Joy’ campaign signally fails to do.

And why shouldn’t car companies have in-house agencies? Innocean does a good job for Hyundai. WPP’s Blue Hive agency (or whatever it’s called now) is, in effect, an in-house operation for Ford. Sir Martin Sorrell said this week that he saw the future in ‘horizontality,’ Sorrell-speak for flat structures including bespoke teams for big clients.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.