After months of intense evaluation, Jaguar Land Rover has taken a decisive step in reshaping its global marketing structure. The luxury automaker has selected WPP as its preferred global creative partner.

According to the report from The Storyboard, this is bringing to a close a nine month agency review that drew sustained attention across the advertising industry. The decision places WPP ahead of Accenture Song, the incumbent, and Omnicom, both of which progressed deep into the process.

From Competition to Exclusivity

Rather than moving straight to contract signing, JLR has entered a formal period of exclusivity with WPP. This phase allows both sides to finalise commercial terms and operational details before a targeted conclusion by the end of the first quarter of 2026.

The scope under discussion covers creative and marketing responsibilities for the company’s four core marques Defender, Discovery, Jaguar and Range Rover.

An Expanded Mandate Emerges

As negotiations unfolded, the process took an unexpected turn. Beyond creative duties, WPP’s proposed remit now extends to media planning and buying on a global scale.

This addition marked a notable shift, as media services were not part of the original review brief. The expansion signals JLR’s interest in tighter alignment between creative output and media execution across markets.

Managing the Transition Carefully

Meanwhile, JLR has opted for continuity during the handover period. Accenture Song will retain responsibility for creative and marketing activity until mid 2026, ensuring stability while discussions with WPP progress. At the same time, Omnicom, which currently manages media duties, will continue in that role until a new agreement is formally confirmed.

Integrated Thinking Shapes the Outcome

Throughout the review, JLR engaged several major agency networks, including WPP, Omnicom and Publicis, as it assessed how best to support its global ambitions.

Ultimately, the automaker’s choice reflected a growing preference for integrated marketing models that deliver consistency across platforms, regions and brand portfolios.

What the Decision Signals for the Industry

By consolidating creative leadership and potentially media services under one partner, JLR has joined a wider shift among global advertisers seeking closer coordination and clearer accountability.

If finalised, the WPP partnership would mark a significant realignment for the automaker and a high profile win for the agency group, reinforcing the value of scale, integration and global reach in today’s competitive agency landscape.