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Jaguar Land Rover takes steps to maximise global marketing effectiveness


Jaguar Land Rover consolidating its marketing communications for both Land Rover and Jaguar brands into Spark44; the joint-venture agency owned 50/50 by Spark44 management and Jaguar Land Rover.

This move is to help improve the manufacturer’s global marketing effectiveness. Global marketing communications director for Jaguar Land Rover Anthony Bradbury 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. We are excited to further develop our relationship with the global Spark44 team on both the Jaguar and Land Rover brands.”

Spark44 was created in 2011 to kick off the transformation of the modern Jaguar brand. Most notably, delivering 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.

Chief executive of Spark44Steve Woolford 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.

“The Jaguar and Land Rover brands are two of the most distinct and beloved brands in the world, and the entire Spark44 Team is energised by the challenges and opportunities they each have in the global marketplace.”

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.”

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