Campaign Imminent: Jaguar Land Rover rebrands, surpasses FY 2022 digital spend (Score 64)

Sales Lead: Jaguar Land Rover is rebranding by its initials, JLR, and keeping its marque.

• The company is focused on a "House of Brands" strategy that focuses on individual nameplates.
  • Therefore, it is working to associate "Land Rover" with the specific Land Rover brand rather than the company as a whole.
  • The goal of this effort is to reposition JLR as a modern, electric-first luxury automaker.
• The company will likely:
  • Launch new campaigns highlighting the individuality of each brand
  • Keep revving up digital spend
  • Conduct additional agency reviews following a recent roster shift (more below)
• Target demographic:
  • Gen-Z and millennials 

​​​​​​​Recent leadership shifts:

• This announcement closely follows JLR's December 2022 of brand experience director Yelena Katchan.
• ​​​​​​​​​​​​​​Katchan was previously the senior brand and communications director at Farfetch.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: JLR hasn't invested in national TV commercials since having allocated around $1.1m in 2022.
  • Last year: The automaker spent around $1.1m on this channel in 2022 after having spent almost 4x that, around $4m, in 2021.
  • 2022 ad programming: JLR's 2022 commercials have targeted millennials and Gen-X watching shows such as Shark Tank, Law & Order: Special Victims Unit, The Real Housewives of Beverly Hills, the 2022 Wimbledon Championships, and Chicago Fire.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the brand has spent approximately $4m on digital ads, already 11% more than the approximately $3.6m spent in all of 2022.
  • YTD data: JLR has earned about 380.4m digital impressions YTD via YouTube (56%), Facebook (30%), Instagram (11%), desktop video (2%), and desktop display 1%) ads.
  • Last year: The brand ended up spending roughly $3.6m on this channel last year, down 35% from the roughly $5.5m spent in 2021.
• Additional channel insights  
  • The company utilizes broadcast, digital, Google Ads, and online video (via Youtube.com) ads.
  • JLR also invests in both long-form and short-form DRTV.
    • ​​​​​​​The company has very highly concentrated network TV coverage and will not likely launch a new campaign soon.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to see if creative, PR, digital analytics, social media management, multicultural, influencer, and/or experiential appointments follow JLR's February 2023 appointment of media AOR Hearts & Science.
• Current agency roster:
  • ​​​​​​​​​​​​​​Hearts & Science: Media AOR (February 2023)
  • Spark44: Creative and digital AOR
  • Havas Formula: PR AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; DRTV insights by Media Analytics.