Jaguar searches for new advertising agency after rebrand derided
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Credit: Jaguar
Jaguar is searching for a new advertising agency after the carmaker faced a public backlash over its controversial rebrand.
Jaguar Land Rover has launched a review of its global creative account, which could lead to the company switching to a new ad agency.
The account is currently held by Accenture Song, which was appointed in 2021 alongside the group's in-house agency Spark44. The contract runs until the middle of 2026.
The review comes after Jaguar was forced to defend a controversial advert and rebrand that sparked widespread controversy late last year.
The advert, which marked the company's shift to electric vehicles and was accompanied by the slogan 'copy nothing', was derided for featuring a number of colourfully clad models – but no cars.
The company also announced a revamp of its logo, ditching its historic 'growler' cat icon and replacing it with a new symbol featuring the letters J and L.
The controversy deepened after Jaguar unveiled its new 'Barbie pink' car, which drew comparisons to the FAB 1 vehicle driven by Lady Penelope in the Thunderbirds and was likened to an air conditioning unit by some online critics.
Nigel Farage, the leader of Reform UK, said the company's decision to abandon its traditional 'Jag man' image would lead to Jaguar going bust.
The marque has robustly defended its new designs, describing them as 'fearlessly creative' while acknowledging the new model 'won't be loved by everyone'.
Rawdon Glover, Jaguar's managing director, said criticism of actors in the new ad campaign was fuelled by 'vile hatred and intolerance'.
JLR is hoping to reposition the company as a more upmarket proposition, as it did with Land Rover. In practice, this will mean selling far fewer cars at a price tag of more than £100,000 each.
Jaguar declined to comment on Accenture's involvement in the ad campaign. Following Accenture's appointment, the car brand said it had chosen the consultancy for its 'technology capabilities, data-led performance and experience-led approach'.
Accenture Song, which itself rebranded from Accenture Interactive in 2022, describes itself as the world's largest tech-powered creative group. It is led by David Droga, the Australian ad tycoon whose own agency, Droga5, was acquired by Accenture in 2019.
A spokesman for JLR said: 'As a matter of policy JLR does not comment on any supplier arrangements, Accenture Song are currently under contract to the middle of 2026. We have nothing further to say on this matter.'
Accenture has been contacted for comment.
The account review, which was first reported by industry publication Campaign, comes as Jaguar Land Rover, which is owned by India's Tata Motors, grapples with the fallout from Donald Trump's hefty tariffs on the car industry.
The president slapped 25pc tariffs on foreign cars, prompting Jaguar Land Rover to temporarily pause shipments to the US.
However, negotiators are reportedly nearing an agreement to shield British cars from the full impact of the US president's tariffs as part of a looming trade deal.
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