Jaguar Land Rover (JLR) has entered a period of exclusivity with WPP following a comprehensive global agency review that spanned nearly nine months, bringing the advertising group closer to securing the automaker’s worldwide creative mandate. The move places WPP ahead of incumbent Accenture Song and fellow contender Omnicom in what has been one of the most closely watched agency pitches in recent years.
The review covered creative and marketing responsibilities across JLR’s four core brands Defender, Discovery, Jaguar and Range Rover. According to media reports, Accenture Song will continue to handle the business until mid-2026, while the exclusivity window allows JLR and WPP to finalise commercial terms and operating models. A final decision is expected by the end of the first quarter.
If confirmed, the appointment would mark a significant strategic shift for JLR as it looks to evolve its agency relationships beyond traditional models. The extended evaluation process reflected the automaker’s intent to prioritise deeper integration, clearer accountability and measurable outcomes, aligning creative output more closely with its long-term brand and business goals.
Commenting on the development, Will Fernandez, Global Client Lead & EVP, Global Strategic Growth at WPP, shared on LinkedIn that the potential partnership aims to redefine the agency-client relationship through an outcome-led, creative-first operating model. While the deal is yet to be formally concluded, the exclusivity period signals strong confidence in WPP’s vision and approach, and could represent a major creative win for the group at a time when global agencies are being challenged to prove their relevance through integrated and performance-driven solutions.