United Kingdom – JLR has appointed WPP as its global growth partner, bringing together WPP’s creative talent, AI capabilities, data and technology with JLR’s in-house marketing teams worldwide to drive its modern luxury brand portfolio forward.
The partnership brings Range Rover, Defender, Discovery and Jaguar under a unified global marketing approach, with both companies aiming to streamline how creative, media and customer experience work is delivered across markets.
At the core of the collaboration is a bespoke, integrated and co-located team combining WPP talent with JLR’s marketing specialists. Supported by WPP Open, its agentic marketing platform, the model is designed to deliver end-to-end marketing services under an outcome-based remuneration structure linked to JLR’s business performance.
Lennard Hoornik, Chief Growth Officer at JLR, said, “To supercharge the growth of our modern luxury brands, we needed to think differently. Together with WPP we want to resolve the traditional contradiction between scale and intimacy. Our joint vision for a single, AI-powered modern luxury marketing organisation is the solution.
He added, “Human ingenuity accelerated by AI is the base of this collaboration. Through unique access to all of WPP’s talent coupled with JLR’s pool of brilliant creative minds, the set-up of the joint co-located team and the outcome-based business model, we have the exclusive pillars of our modern luxury-centric partnership.”
The setup consolidates responsibilities across creative, media, production, customer experience and strategic advisory, marking a shift toward a more integrated operating model for the automaker’s global marketing function.
Cindy Rose, CEO of WPP, said, “This partnership is a testament to our shared ambition for the future of marketing. Our new mission at WPP is to be the trusted growth partner for the world’s leading brands in the era of AI. We are thrilled to embark on this journey with JLR, reimagining growth for their iconic brands.
“By combining the brilliance of human creativity with the transformative power of AI on WPP Open, we will help JLR create customer experiences of unparalleled intimacy and luxury, at scale, while writing a new playbook for growth. This is a partnership of kindred spirits, built to deliver transformational growth,” she added.
JLR is among the latest additions to WPP’s portfolio for 2026. More recently, WPP secured Henkel Consumer Brands’ consolidated global creative and production mandate, as well as being named Estée Lauder Companies’s first global media partner under its newly established “One ELC” operating model.
![[Appointment] KFC & Pizza Hut x WPP](https://marketech-apac.com/wp-content/uploads/2026/04/Appointment-KFC-Pizza-Hut-x-WPP.jpg)
