Skip to main content

The brief includes repositioning brands within Jaguar Land Rover as an all-electric luxury manufacturer from 2025.

February 6, 2023 | By Arvind Hickman

Jaguar Land Rover has awarded its global media account to Hearts & Science, following a competitive review.

Campaign understands the Omnicom Media Group agency has beaten incumbent Dentsu, Mindshare, Havas Media Group and Jellyfish to the business, which has estimated global media billings north of £250m.

The scope includes strategy and planning, buying across traditional and digital channels, data, social media and performance, sources with an understanding of the review have confirmed.

The win covers 25 markets including the UK, US, China, Japan, Australia and large swathes of EMEA, LATAM and the Asia-Pacific region, according to sources familiar with the review process.

Dentsu was the incumbent for planning and buying in most regions excluding China, where Mindshare carried out media buying. It won the brief in 2018 from Mindshare, and Dentsu X has led on Jaguar Land Rover in most regions, including the UK.

Ebiquity helped Jaguar Land Rover assess parts of the pitch review.

A Jaguar Land Rover spokesperson told Campaign: “Jaguar Land Rover has appointed Omnicom (Hearts & Science) as its global media planning and buying agency of record for three years, starting on 1 April 2023. This appointment follows the recent tender process and will be effective across five global regions: China, Europe, Overseas, North America and the UK.”

The brief is to help Jaguar Land Rover reposition as an all-electric vehicle manufacturer, with Jaguar planning to make the transition from 2025. Other elements include improving the consumer experience and helping the automotive giant move with its digital transformation.

Jaguar Land Rover aims to achieve net zero carbon emissions across its supply chain, products and operations by 2039.

The automotive business’s vehicle sales rebounded in the third quarter of 2022 following strong customer demand and improved chip supply. It had previously suffered supply chain and chip supply issues, which have plagued the automotiuve sector in recent years.

The agencies involved in the global review declined to comment.

Hearts & Science’s other clients include AT&T, Warner Brothers, Amgen, Reckitt Benckiser, RJ Reynolds, Peloton and Mulberry.