Jaguar is reviewing its global advertising account after facing criticism over a recent rebrand that included a new logo, design language, color palette and marketing direction
According to the media outlet Campaign, the company is reviewing its global creative direction despite having defended the rebranding campaign last year as “a renaissance.”
The review could result in the British carmaker replacing Accenture Song, which was reportedly appointed in 2021 alongside Jaguar’s in-house agency Spark44.
The contract with Accenture Song runs until mid next year, according to a JLR spokesperson who refused to comment on the report when questioned by The Telegraph.
Late last year, a promotional video released under the slogan “copy nothing” showed colorfully dressed models but no vehicles, prompting widespread criticism online.
The backlash intensified after the company unveiled a bright pink car at the Miami Art Week in early December.
“As a matter of policy JLR does not comment on any supplier arrangements, Accenture Song are currently under contract to the middle of 2026. We have nothing further to say on this matter,” the spokesperson told The Telegraph.
The rebrand was also criticized by former Top Gear host Chris Harris, who commented on leaked images of Jaguar’s upcoming EV concept scheduled to debut at Miami Art Week late last year.
“In advance of Jaguar’s big announcement, I spent 3 min on Coreldraw 1996 and knocked up this ‘interpretation’ of what the car might look like!” Harris wrote on Instagram in December.
Earlier in November, Harris had addressed the campaign during an episode of The Car Podcast. “I always think you can disrupt and do something utterly out of the box but to you to sort of sacrifice what you had before it’s got to be really clever. You’ve got to sit in a room and go ‘Wow! I think this is spectacular!’,” he said.
“But if you roll out a load of Teletubbies wearing those outfits… I just didn’t get it, I just don’t know… What are they resetting for?” he added.
Later in the episode, Harris said: “People will look back in 10 years’ time at this as a case study on how to kill a brand.” The former TopGear host also said, “He criticized the role of external agencies that replace brand directors affecting the heritage of a brand like Jaguar.”
Codenamed “Type 00,” Jaguar’s first model under the new era is planned to be a four-door coupe with sharp lines, 575 bhp and a range of over 430 miles of range on a single charge. The vehicle is expected to be priced at around £100,000 ($132,800).
