Overview

• Jaguar Land Rover has launched a formal review of its global creative account, potentially ending its partnership with Accenture Song and Spark44 before their contract expires in mid-2026.
• The review follows widespread criticism of Jaguar's 2024 rebrand, which included a pink Type 00 concept car, a minimalist logo, and slogans like 'live vivid' and 'copy nothing.'
• Public figures such as Nigel Farage and Elon Musk criticized the campaign, with Musk questioning the brand's focus on cars, while others labeled the rebrand 'woke.'
• JLR defended the campaign, stating it was designed to generate global attention and provoke debate, achieving 'unprecedented' levels of reaction online.
• The rebrand is part of Jaguar's broader £18 billion strategy to transition into a fully electric luxury brand by 2026, with new high-end EV models set to debut next year.