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40 ACRES NAMED JAGUAR'S NEW MINORITY MARKETING PARTNER

By Adnews Staff

Jaguar North America of Mahwah, New Jersey has formed a marketing partnership with 40 Acres and a Mule Filmworks, which is headed up by director Spike Lee. Under the terms of the agreement, 40 Acres and a Mule will create marketing communications for Jaguar. The first project the company completed for the carmaker was an 8-minute video that shows how Jaguar complements the lifestyle of a successful, young Africa American couple. 40 Acres was chosen as Jaguar's new minority marketing partner following a formal agency search. Jaguar's advertising agency Ogilvy & Mather Worldwide will work with 40 Acres on brand strategy and media planning.

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