WPP’s branding shops Brand Union and Digit have been appointed by Land Rover to help reshape its marketplace brand identity as the car company pursues growth in new international markets. The appointment follows a pitch process comprising six agencies. Other finalists weren’t disclosed.
The branding firms will also develop a new set of brand guidelines for the wider Jaguar Land Rover organization the companies said. The car company spent more than $110 million on ads in the U.S. in 2012, according to Kantar. Global spending wasn't available.
The appointment follows last month’s announcement by Jaguar Land Rover, part of Tata Motors, that it is opening a manufacturing facility in Brazil, the first British car manufacturer to do so. (JLR is UK-based although parent Tata is based in India).
That facility is seen as a gateway to expansion beyond Brazil into other South American markets as well. Through the first 10 months of 2013 the company’s sales in Brazil were up 40%.
The car maker has also aggressively expanded into China, now its biggest market and where its sales in 2012 were up over 70%.
Patrick Jubb, Global Marketing Communications Director, Land Rover, said, “Land Rover is a global icon and upholding the integrity by which customers connect with our brand is incredibly important to our future success. We’re excited to move forward with Brand Union as our branding agency partners.”
Other WPP agencies work with the client
as well. Mindshare for example handles media chores for the company. Just last month Mindshare formed a new unit dedicated to luxury brands and said Jaguar Land Rover would be one of the clients
managed under the new division.