Jaguar Land Rover consolidates PR account in JV Spark44

Jaguar Land Rover is moving its Land Rover PR account to Spark44, a joint venture agency owned 50:50 by Spark44 management and Jaguar Land Rover.

The move means that the Land Rover and Jaguar brands will be consolidated into Spark44.

Spark44 was launched in 2011 to kick off the transformation of the modern Jaguar brand. The agency created the integrated global advertising and marketing campaign 'British Villains – it’s good to be bad' featuring Sir Ben Kingsley. Earlier this year, Jaguar added its social media account to Spark44.

Anthony Bradbury, global marketing comms director for Jaguar Land Rover, said the move "is not a reflection on the performance of the incumbent agencies" working with the Land Rover brand. These include Ogilvy (digital and website design), The Brooklyn Brothers (global PR & social media content), Y&R (advertising), Wunderman (CRM) and Cogent Elliott (brochure and website delivery).

Bradbury added: "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."

Steve Woolford, CEO 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."

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