Jaguar Land Rover will move its global strategic and creative account for the Land Rover brand to Spark44, a joint venture agency owned 50:50 by Spark44 management and the British car manufacturer.
The move will see the marketing communications for both Land Rover and Jaguar brands handed over to Spark44.
Anthony Bradbury, global marketing communications director for Jaguar Land Rover, said: “Extending our innovative Spark44 agency model to the Land Rover brand will maximise global marketing effectiveness and efficiency, enhancing consistency of approach and quality worldwide as we build on the tremendous momentum that both Jaguar and Land Rover brands have in the marketplace today.
“This single marketing agency strategy perfectly aligns with our Jaguar Land Rover global organisational and retail structure and will be essential to building the next generation of distinct brand marketing communications in support of our global growth.”
Spark44 was created in 2011 in a move to modernise the Jaguar brand. Most notably, it delivered the integrated global advertising and marketing campaign ‘British Villains – it’s good to be bad’ featuring Sir Ben Kingsley. Earlier in 2015, Jaguar took the decision to add its social media account to Spark44.
Steve Woolford, chief executive of Spark44, said: “We have been on a transformational journey with the Jaguar brand, from the launch of the F-TYPE and now the XE: we feel we are part of making automotive history.
“It is now an equal honour and challenge to also work on the highly successful Land Rover brand as it takes its next steps building out its Range Rover, Discovery and Defender families of vehicles.”
Global creative communications for the Land Rover brand are currently coordinated through Y&R, Ogilvy, Wunderman and Cogent Elliott.
Media planning and buying is unaffected and will remain with Mindshare across both brands.
Reflecting on the work created with Land Rover’s current agencies, Anthony Bradbury added: “This is a long-term strategic decision and is not a reflection on the performance of the incumbent agencies. We are proud of our award-winning work with them, and would like to acknowledge and thank them for their work to date for the Land Rover brand.”