Prime Highlights :
Jaguar is re-examining its global creative business with Accenture Song amid outcry at a controversial rebrand.
Its new “Copy Nothing” marketing campaign provoked criticism for dropping its heritage brand identity.
Key Facts :
Accenture Song and Spark44 have handled Jaguar’s advertising since 2021; the deal runs to 2026.
Jaguar will revive in 2026 as a luxury, all-electric marque for younger, more affluent consumers.
Key Background :
Jaguar is reconsidering its creative advertising relationship with Accenture Song after its latest brand redesign received universal derision. The ad, called “Copy Nothing,” was meant to announce Jaguar’s bold new direction as it sets about remaking itself as a luxury, all-electric vehicle maker. But far from impressing its audience, the advertisement confused and left many of them let down.
The “Copy Nothing” campaign highlighted a simplistic route, complete with dramatic imagery, multicultural casts, and an attention-grabbing pink “Type 00” concept car. Interestingly, the campaign featured no real cars in its first advertisements at all. Detractors claimed this represented a radical departure from Jaguar’s past emphasis on sleek styling and athleticism and compared the brand’s new direction to that of a high-tech startup company instead of a luxury automobile firm. Industry opinions and the public expressed their discontent, with some labeling the campaign as too abstract and not genuine.
Internally, Jaguar’s design department was said to be unhappy with the rebrand. There were fears Accenture, hired for its digital capabilities, did not understand the value of Jaguar’s heritage. An internal creative team sent a letter questioning the rationale of the new visual identity, which condemned the logo for losing the energy and differentiation that previously represented Jaguar.
In spite of the outcry, Jaguar has stood by its approach, claiming the campaign had managed to generate worldwide debate—a conscious aspect of its repositioning. The financial performance indicates that Jaguar’s pre-tax profit rose by 15% year-on-year to £2.5 billion through March 2025 even as car volumes fell. This implies that although the campaign was contentious, it did result in terms of visibility.
With the 2026 relaunch looming, Jaguar is reassessing its agency relationships to make sure new campaigns capture its changing identity without betraying its rich heritage.
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