Jaguar Puts Creative Account Under Review After Branding Fallout

Jaguar is reviewing its global creative account in a move that could lead to a new advertising partner, just three years after handing it to Accenture Song.

Accenture Song, along with Jaguar’s in-house agency Spark44, currently holds the contract until mid-2026.

A Jaguar Land Rover (JLR) spokesperson declined to comment on the agency's involvement in any specific campaign, saying only: “We have nothing further to say on this matter.”

First reported by Campaign, the review comes as Jaguar seeks to reinforce its shift into the premium all-electric vehicle space.

The British marque, owned by India’s Tata Motors, is attempting to reposition itself much like it did with Land Rover. To the brand, this means focusing on fewer, more luxurious models priced above £100,000.

Accenture Song, led by Droga5 founder David Droga, was brought on in 2021 for its "technology capabilities, data-led performance, and experience-led approach."

 

 

 

 

 

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The account review suggests Jaguar may be reassessing the creative direction that accompanied its larger brand transformation, particularly as it prepares to enter a new EV era.

As companies undergo major transformations, a cohesive and resonant brand message is essential.

Experienced branding and logo design agencies can help premium brands like Jaguar navigate this terrain, balancing innovation with consistency to maintain their legacy image. 

The Rebrand's Repercussions

While the creative review is new, it follows the turbulence of Jaguar’s 2024 rebrand, which sparked significant public backlash and raised questions about the brand’s direction.

The campaign, marked by the tagline "Copy Nothing,” featured a 30-second spot filled with brightly dressed models, bold visuals, and artsy cues — but no cars.

The shift was meant to reflect Jaguar’s values of fearless creativity and a break from automotive norms.

Instead, it left many consumers confused.

Compounding the controversy was Jaguar’s new logo, which removed the legacy "growler" cat emblem in favor of a minimal JL symbol.

Jaguar stood by the work at the time, calling it a reflection of modern luxury and its brand values.

Managing Director Rawdon Glover defended the ad against what he described as “vile hatred and intolerance” aimed at its actors.

Still, the mixed reception may have had lasting effects.

 

 

 

 

 

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The rebrand coincided with the introduction of a pink electric vehicle that was likened by online critics to everything from Lady Penelope’s "FAB 1" car in "Thunderbirds" to a bulky air conditioning unit.

The company is not only navigating a competitive EV market but also responding to new tariffs under U.S. trade policies, which have impacted car exports and prompted temporary shipping pauses.

Now, with a global creative review underway, Jaguar seems ready to reassess how its advertising supports its evolving brand identity.

It all boils down to who is best equipped to lead that charge.

Rebrands are an effective way for companies to make their look feel fresh and modern to their audience. 

Recently, BODYARMOR enacted one of its own with the help of several famous athletes, updating its visual identity.