Jaguar Land Rover Taps WPP as Global Creative Partner

Jaguar Land Rover (JLR) has appointed WPP as its global creative partner, edging out incumbent Accenture Song and rival Omnicom, according to media reports. The decision follows a competitive nine-month pitch process and marks a significant shift in the automaker’s global marketing strategy.

As part of the appointment, JLR has entered a “period of exclusivity” with WPP, covering creative and marketing responsibilities across its four core brands—Defender, Discovery, Jaguar and Range Rover.

Accenture Song, which currently handles the account, will continue its mandate until mid-2026. This transition period will allow both parties to negotiate final terms ahead of a self-imposed deadline at the end of the first quarter, as reported by Campaign UK.

The development was welcomed by senior leaders at WPP, who took to social media to acknowledge the win. Will Fernandez, Global Client Lead & EVP, WPP, described the partnership as a step towards redefining the traditional agency-client model. He highlighted an outcome-led, agent-empowered and creative-first operating approach aimed at delivering end-to-end solutions for some of the world’s most iconic automotive brands.

Echoing the sentiment, Rob Reilly, Global Chief Creative Officer, WPP, called the appointment a strong way to close the year, thanking JLR for placing its trust in WPP’s global creative teams.

The move underscores JLR’s intent to sharpen its creative and brand storytelling as it navigates an increasingly competitive and transformation-led automotive landscape.