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Jaguar Land Rover aligns with global partner Y&R

Jaguar Land Rover aligns with global partner Y&R

Motorcorp Group today announced the reassignment of the Jaguar and Land Rover brands to Y&R NZ. The incumbent agencies are BIG Communications (strategy and creative) and Total Media (media planning and buying).

James Yates, General Manager Jaguar Land Rover New Zealand (JLR), says that significant growth in New Zealand sales has meant the brands are now at at a point where they need to align with a global agency partner.

“We greatly respect BIG and Total. Ironically it’s partly thanks to their great work that we find ourselves in this position. While we have been free to manage our own marketing affairs up until now, there is now a lot more involvement from our overseas partners and given this, making use of the international relationships makes sense”.

Overall the JLR business has nearly doubled in the last two years. Yates says: “Land Rover sales are going from strength to strength, and the DNA of the brand still resonates in New Zealand as strongly as ever.”

Yates adds that whilst Jaguar hasn’t shown quite the same growth, there are some exciting projects on the horizon with the F-TYPE Coupé, one of the most beautiful performance cars ever created, launching in New Zealand in June and the Jaguar XE, a new foray into the medium sized luxury sedan segment, launching next year.

The significant growth in the business has also led to the recent creation of a new Marketing Manager role for JLR and the appointment of James McKee (formerly Senior Brand Manager New Zealand for Jack Daniel’s).

McKee says: “It really is a brilliant time to be joining a business that is going from strength to strength and has such a bright short and long term future. The work from BIG Communications and Total Media over the past couple of years has been outstanding and it is that work that has put us in the position where we can no longer ignore the need to have closer ties to our global agency partners.

“Our PR and Events partner Campbell & Co will continue their successful work on both brands. We look forward to our new partnership with Y&R who have clearly transitioned as a business over the past few years into a high quality dynamic agency with a world class range of brands and experience.”


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