Jaguar Land Rover picks winner in expanded global agency review

WPP is set to win Jaguar Land Rover’s integrated global agency review in one of the most hotly contested pitches of the year.

In a surprise development, Campaign understands that WPP’s win includes media planning and buying, which was not originally part of the creative and marketing account review.

JLR said it has entered a “period of exclusivity” with WPP as it looks to wrap up the pitch, which has lasted nine months and covered its four key brands—Defender, Discovery, Jaguar and Range Rover.

Accenture Song, the incumbent on creative, and Omnicom, the incumbent on media, took part in the final stage of the review against WPP, after the contest began as a four-way fight which included Publicis Groupe.

Earlier in the process, the review was understood to cover all major aspects of creative and marketing services, with the exception of media. However, it is thought the client added planning and buying at some point during the pitch process. JLR declined to comment on that.

A JLR spokesperson told Campaign: “JLR can confirm that it has chosen WPP to enter into a period of exclusivity and contract negotiations in the final phase of its global agency review.

“The pitch covered JLR’s ‘end to end’ marketing communications and services, across all channels globally. JLR’s partner agency will span our house of brands: Defender, Discovery, Jaguar and Range Rover and teams around the world.”

JLR added there would be “a period of detailed discussions” with WPP about the “terms of the contract” and the result “will be communicated early next year”—with the aim of concluding it by the end of Q1.

A spokesperson for WPP declined to comment.

Campaign also approached Accenture Song and Omnicom. 

Accenture Song will continue to handle JLR’s creative and marketing until mid-2026 as part of its existing contract.

It is thought Omnicom would also continue to handle media as part of its contract, until any new deal is confirmed.

JLR ran the review as part of its standard procurement process for its biggest contracts.

Campaign first reported the review in May, revealed the four-strong shortlist in August and the final three-way contest in October.

The car-maker has had a tumultuous 12 months, including a change of global chief executive and a major cyber-attack. Earlier in December chief creative officer Gerry McGovern exited.

There was also intense media interest in Jaguar, in particular, following a major rebrand at the end of 2024. A colourful launch film, “Copy nothing”, did not feature a Jaguar car and divided opinion in adland and beyond.

The JLR pitch has been closely watched in the agency sector because it pitched the world’s three biggest agency groups, Omnicom, Publicis and WPP, against Accenture, the largest consulting giant to enter marketing services.

When Accenture Song, then known as Accenture Interactive, won JLR’s integrated account in 2021, it was seen as a landmark moment for the consulting firm’s agency offer.

Omnicom’s Hearts & Science won JLR in 2023. WPP’s Mindshare previously worked for the car-maker. 

Imagination handles experiential marketing, which was not part of the review.