London, United Kingdom – British multinational automotive brand Jaguar Land Rover has appointed global consulting company Accenture and customer experience company Spark44 to lead its global marketing duties, paving the way to create a new bespoke model.
The appointment will center around development of connected services that will create new experiences, new levels of intimacy and an enhanced ownership experience for customers.
In addition, the combined capabilities of Accenture and Spark44 will bring together a global brand creative with multi-platform, digital-first, personalized customer experiences, enhancing the purchasing and ownership experience and providing a more precise approach across all brand touchpoints.
Felix Bräutigam, chief commercial officer of Jaguar Land Rover, said that at the heart of their ‘Reimagine Strategy’ is to transform the Jaguar Land Rover into a truly customer led modern luxury business. Hence, having a highly engaging, personalized, connected customer journey is essential to further strengthening both Jaguar and Land Rover as unique and distinct brands.
“Customers expect a seamless interaction with their brand and car, their experience must fit into their lifestyle and the move towards an all-electric future. We will also see more varied ownership models and connected cars that are designed to fit with our individual ways of living. All of which requires a significant step change in our marketing approach, how we talk to our prospects and customers,” he said.
Bräutigam added, “I am confident that this will bring creative excellence alongside digital brilliance while delivering even more amazing Jaguar and Land Rover specific brand experiences.”
Meanwhile, Brian Whipple, group chief executive of Accenture, commented “Jaguar Land Rover has always been upheld as a pioneer within the automotive industry. We’re proud to team with these iconic brands as Jaguar Land Rover boldly transforms its business, marketing model and creates a reimagined experience for its customers.”
Founded in 2011, Spark44 has previously worked with Jaguar Land Rover across the global breadth and depth of brand communications, delivering award-winning creative and marketing effectiveness across end-to-end customer communications.
As part of the new approach, Accenture will leverage Spark44’s unique knowledge of the brands and customer touchpoints with its consultancy, marketing services and automation capabilities.
Alex Buck, chief executive officer of Spark44, said, “We’re delighted that Spark44 continues to be part of transforming Jaguar Land Rover’s marketing model. For the last decade, Jaguar Land Rover and Spark44 have worked together to achieve strong growth and now we will be taking this to the next level by joining forces with Accenture.”
He added, “The future of brand communication lies in fusing together the rich online and offline data sources to provide seamless end-to-end customer experiences. Having a single customer view across all channels, globally, will enable us to deliver the personalized, connected experiences expected of both the Jaguar and Land Rover brands.”