Land Rover started off not long after World War II when a farmer in the UK stripped a battered army jeep and decided to build something more appropriate. 65 years on and the cars are certainly a whole heap more luxurious, but the brand hasn’t forgotten its roots, and Big Communications is showcasing this evolution with a new campaign that has given the international creative a local twist.
After the liquidation of Publicis Mojo, we heard a few whispers that its car client, Motorcorp distributors, wouldn’t be moving across to Joy and was on the hunt for an agency. And that agency has been chosen, with Federation taking over responsibility for the Volvo and Renault brands. Plus: Federation’s new work for Emirates.
Zenith Optimedia lost the Motorcorp media account, which includes automotive car brands Jaguar, Land Rover, Renault and Volvo, around the same time Publicis Mojo was closed, something media director Sophia Quilian told us was not linked, just simultaneous. And, as suspected, the business has gone to Total Media, which has added to the good news for the start of 2013 by bringing Ziera Shoes into the fold.
In a slightly unusual move, Motorcorp Distributors Limited has appointed Big Communications as its agency partner on the Land Rover and Jaguar brands while allowing it to maintain its existing relationship with Škoda. The other two Motorcorp brands, Renault and Volvo, will remain with Publicis Mojo, which was awarded the business in March last year, and media planning and buying for all four brands will stay with ZenithOptimedia.