MediaPost reported Jaguar Land Rover picked a new White holding company—WPP—to handle its global marketing communications.
The “win” is pending final contract negotiations, which More About Advertising speculated gives WPP CEO Cindy Rose time to sort out conflicts with other automotive brands serviced by the White holding company.
The scenario presents another example underscoring the devolution of Adland.
First, global brands choose exclusively from six White holding companies for marketing assignments.
Second, no specific White advertising agencies are mentioned, as White holding companies have orchestrated the commoditization of Adland, whereby people, places, and practices are repetitive, redundant, and replaceable.
Third, conflicts are rarely an issue anymore, as White holding companies can cook the books and fabricate faux firewalls to create the illusion of client confidentiality. The most creative work these days is being generated in accounting departments.
Finally, consultancies like Accenture Song—the enterprise responsible for the worst Jaguar campaign ever—can’t drive in the big leagues.
Automaker JLR Selects WPP For Global Marketing Communications
By Steve McClellan
UK-based high-end carmaker Jaguar Land Rover confirmed that it has selected WPP to handle its consolidated global “end-to-end” marketing communications account, subject to final contract negotiations.
The remit would include media, creative and other marketing services.
The carmaker spent an estimated $475 million on measured media this year, according to agency research firm COMvergence.
Incumbents on the account include Accenture Song (creative) and Omnicom (media).
A spokesperson for the car company stated, “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,” the spokesperson added. “JLR’s new partner agency will span our House of Brands: Defender, Discovery, Jaguar and Range Rover and teams around the world.”
“There now follows a period of detailed discussions on terms of the contract — the result of which will be communicated early next year.”
In April the company rebranded to its initials JLR, taking what it called a “house of brands” approach that was designed to “amplify the unique character of each of the company’s brands — Range Rover, Defender, Discovery and Jaguar,” the company stated at the time.
The rebrand came under fire from critics who said the company was wrongly de-emphasizing the iconic Jaguar name, part of the UK’s automaking heritage. A subsequent campaign for Jaguar was also criticized. The nameplate is shifting to an all-electric lineup.
Earlier this month reports surfaced that Jaguar Land Rover’s head of design Gerry McGovern had been relieved of his duties. The company issued a statement denying that McGovern had been fired and that he remained on the company’s payroll, but declined to clarify whether his role had changed.
The reports about McGovern surfaced shortly after JLR appointed PB Balaji as its new CEO.
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