Jaguar begins exclusive talks with Dentsu Aegis over its global media business

Media report has disclosed that Jaguar Land Rover is close to appointing Dentsu as its global media agency, and has began exclusive talks with the media giant in advance of its final announcement.

If negotiations pull through and Dents Aegis is finally handed the business, it would bring to an end Jaguar’s longstanding relationship with incumbent Mindshare, which has held the brief since 2000

The review was called in February 2017, with the luxury car brand stating at the time it was looking to reappraise its media planning and buying strategy as part of its standard procurement process.

The decision to call a review notably coincided with the YouTube brand safety furore that resulted as part of an exposé series by the Times’ investigative team, which documented several high profile brands’ ads being served against militant content on the video sharing network.

While Jaguar was one of the brands affected by the documented ad misplacement – with an investigation by the Times finding an ad for an F-Pace next to a video endorsing the Islamic State – the juxtaposition of the two revelations are understood to be purely coincidental.

Commenting at the time, a spokesperson from Jaguar Land Rover said that any wholesale changes to its media plans were “unconnected” and that the plan had been in place for “some time”.

In 2015, Jaguar consolidated its global creative and digital accounts into Spark 44, the joint venture agency in which it has a 50% stake; previously these responsibilities had been divided between a number of agencies including Young & Rubicam and Ogilvy.

The car marque’s earmarked shift to Dentsu Aegis bookends a year of turbulence for media and digital agencies following a series of troubling headlines around brand safety, transparency, accountability and rebate practices.

In the UK, the issues have prompted 43% of chief marketing officers to review their agency contracts.

However, recent eMarketer research suggested that despite the potential pitfalls of automated media trading a total of £3.39bn is poised to be spent on programmatic ads by the end of 2017.


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