Jaguar unveils new global brand strategy

Jaguar has announced a new "future-looking" global marketing and brand strategy. Along with the unveiling of a new Jaguar logo and corporate identity, the brand will also launch a marketing campaign aiming to increase awareness of the brand amongst a new audience in line with the future plans.

The new Jaguar global marketing campaign is the result of collaboration with SPARK44, the international communications agency that's part-owned by Jaguar Land Rover, and will feature print, television, outdoor and digital advertising. A note from the brand informed that the campaign is deliberately provocative, and is designed to capitalise on the existing emotional pull of Jaguar's cars and challenges consumers to answer: 'How alive are you?'

Adrian Hallmark, global brand director, Jaguar Cars, said, "Jaguar's current range already represents an enviable combination of luxury, innovation and seductive performance, and we're working hard to build on those existing strengths by developing exciting new models and derivatives – some of which you will see very soon. As that product-led revitalisation continues, now is also the perfect time to re-energise the Jaguar Brand, both to underline how ambitious we are, and to reach a new and enlightened customer base that is rightly demanding of the cars it buys. Our fresh corporate image and the new global marketing campaign both underline the confidence we have in our existing products, and set the tone for our future expansion."

The Jaguar Alive campaign including the new Machines TV Commercial will be launched across India in early March 2012.

SPARK44 operates via four main hubs – London, Frankfurt, Los Angeles and Shanghai with two service offices in Dubai and Moscow. Jointly owned by its senior management and Jaguar Land Rover, SPARK44's creation was a direct result of Jaguar's product-development programme which demanded a more dedicated agency approach.