Jaguar Land Rover Switches Gears with Hearts & Science in MENA
In support of the Reimagine Strategy, JLR has appointed Hearts & Science, a brand of Omnicom Media Group, as its new global media agency. The network was appointed following a thorough evaluation process. A successful global transition concluded this month, completing the move across all five key regions: China, Europe, Overseas, North America, and the UK.
The appointment of Hearts & Science supports JLR’s commitment to becoming proud creators of the most desirable, modern luxury brands for the most discerning clients. All four makes in the JLR house of brands, Jaguar, Range Rover, Discovery, and Defender, will be managed by Hearts & Science. The network’s client-centric approach, fused with data science skills, will accelerate the manufacturer’s growth and transformation.
In line with the global decision, Hearts & Science MENA will be responsible for 23 markets, managing media strategy and planning, and buying across traditional and all biddable and performance channels. The deployment of marketing science, a custom digital marketing transformation framework, and optimized customer digital experiences through OMNI, Omnicom’s critically acclaimed marketing orchestration platform, are also in the scope of work.
The choice of an agency built for the future was also driven by JLR’s Reimagine strategy to deliver a sustainability-rich vision of modern luxury by design. The company will become carbon net zero across its supply chain, products, and operations by 2039. Before the end of the decade, the Range Rover, Discovery, and Defender collections will each have a pure electric model, while Jaguar will be entirely electric.
“Throughout the tender process, Hearts & Science demonstrated they were the most capable partner to help JLR build equity across our house of brands and embed a performance marketing-led ecosystem. We are excited to begin our partnership with them but also wish to wholeheartedly thank Dentsu for their partnership during the past five years,” said Lennard Hoornik, JLR’s Chief Commercial Officer.
“Acting on data to improve performance is clearly an approach that runs deep in our engineering. With the appointment of Hearts & Science, we will go further down that path in our marketing too. They’ve demonstrated an exceptional command of data, analytics, technology, and consumer understanding,” explained Paula Shamaa, Brand Director at Jaguar Land Rover MENA. “With their insights, science, and expertise, we expect them to lift all our KPIs, be they brand or business-focused, and create differentiation, desire, and demand.”
“Speed, accuracy, and reliability are some of the attributes you require from a performance car. JLR has come into this review with the same expectations and found at Hearts & Science a team of experts and specialists bound by the same drive: to accelerate growth through effective marketing transformation,” commented Rasha Rteil, managing director of Hearts & Science MENA. “In the last few years, we have built a solid track record of success above and beyond media. It is this best practice that JLR will capitalize on to improve its marques’ positioning and desirability, with a next-level data infrastructure.”
