Jaguar Land Rover narrows global marketing hunt to three agencies

Jaguar Land Rover

By Felicia Nwosu

Jaguar Land Rover has intensified its global marketing review, narrowing the race to three major contenders: WPP, Omnicom, and Accenture Song, the current incumbent. The carmaker launched the competitive process earlier this year and plans to conclude it by the end of 2025.

Expanding the Scope of Review

The review spans nearly every aspect of JLR’s global marketing operations. It covers creative development, strategic planning, digital experiences, website design, and campaign production across its four major brands, Defender, Discovery, Jaguar, and Range Rover.

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However, media planning and buying remain under Omnicom’s Hearts & Science, which is not part of the current evaluation.

Strategic Moves and Brand Evolution

Publicis Groupe, once a contender, has exited the race. This development follows a milestone year for JLR, marked by record-breaking global sales and a refreshed brand identity aimed at delivering a unified experience across more than 170 markets.

Challenges and Market Realities

Earlier this year, the automaker faced a major cyber-attack that disrupted production and operations across multiple facilities. The incident underscored the company’s vast global footprint and operational complexity.

Consequently, this has placed additional scrutiny on the agency review, as JLR seeks a partner capable of navigating both creative ambition and business resilience.

A Tight Race for a Billion-Pound Account

Accenture Song, which has handled JLR’s creative accounts since 2021, is fighting to retain its position, while WPP and Omnicom are pitching aggressively for the opportunity to shape the automaker’s next phase of global marketing.

Looking Ahead

While JLR has declined to comment on the process, anticipation continues to grow across the industry. With its global reach and expanding product line, the company is expected to select an agency that can not only amplify its storytelling across regions but also strengthen its brand presence in an increasingly competitive automotive landscape.