Jaguar Land Rover appoints Accenture to world wide marketing and advertising duties with Spark44 | Marketing

Jaguar Land Rover has appointed Accenture Interactive to “join forces” with Spark44, its 10-yr-old joint-venture company, as the car brand aims to digitally renovate its international promoting.

Accenture Interactive, the world consultancy’s marketing and advertising products and services arm, has been appointed to support JLR deliver a “more personalised purchaser expertise, with creativity and technological know-how at its core”.

JLR needs to produce a new bespoke model in which Spark44 and Accenture Interactive do the job with each other, with the former major on artistic technique and execution and the latter offering client knowledge method throughout diverse media platforms, as perfectly as enhance the getting journey and vehicle-possession working experience.

This will contain JLR making use of Accenture Operations’ SynOps system, which will permit “AI-driven insights and very automated output all over the world”.

The go will come along with a broader business technique to become electric-initial and appreciably “digitise” its internet marketing communications, these types of as developing “connected services” that can permit further levels of intimacy and model loyalty with shoppers.

JLR reported they want to develop a “new worldwide advertising design which will engage in a central job in the company’s transformation to a contemporary luxury small business with two unique hugely attractive brands” – Jaguar and Land Rover.

Spark44 was established in 2011 as the industry’s initially company/shopper joint enterprise. It has because expanded to 19 offices close to the entire world and performs with other manufacturers which includes Allianz and Harley-Davidson.

JLR denied rumours very last 12 months, claimed by German media, that Spark44 was up for sale. Alex Buck was appointed main executive of Spark44 in December 2019, possessing been designed chairman the year prior to.

Felix Bräutigam, JLR’s main professional officer, claimed: “At the heart of our Reimagine method, we intention to transform Jaguar Land Rover into a definitely consumer-led contemporary luxurious organization. As a result, obtaining a very partaking, personalised, connected customer journey is crucial to even further strengthening both Jaguar and Land Rover as exceptional and distinctive brands.

“Customers assume a seamless interaction with their manufacturer and automobile their expertise must in good shape into their lifestyle and the shift toward an all-electric powered long term.

“We will also see additional diverse ownership products and connected cars that are intended to fit with our particular person methods of dwelling. All of which involves a significant stage adjust in our advertising solution, how we chat to our prospective customers and consumers.”

Accenture has moved aggressively into company expert services in the past five years and focused on offering to manage the complete buyer working experience, beyond advertising and marketing and marketing and advertising.

JLR and Accenture stated the consulting organization was “chosen for its technologies abilities, details-led overall performance, and practical experience-led approach.”

Brian Whipple, team chief executive of Accenture Interactive, stated, “Jaguar Land Rover has often been upheld as a pioneer in just the automotive market. We’re proud to team with these iconic brand names as Jaguar Land Rover boldly transforms its business enterprise, marketing and advertising design and creates a reimagined practical experience for its prospects.”

Dentsu Intercontinental will proceed to deal with media buying responsibilities for JLR.