Land Rover splits with Craik Jones after 16 years

LONDON - Land Rover has appointed Wunderman to handle its direct marketing, ending Craik Jones Watson Mitchell Voelkel’s 16-year award-winning relationship with the brand.

Land Rover... DM account
Land Rover... DM account

The agency was handed the business following a two-way shoot-out against the Omnicom-owned incumbent, ending speculation that Craik Jones was set to retain the business.

The decision to appoint Wunderman, which also handles Ford's direct marketing, was driven by a globally-led initiative to centralise advertising for the Ford-owned marque into WPP.

In line with its US marketing arrangements, Land Rover plans to create a central hub of WPP-owned agencies in the UK to produce work for the whole of Europe, Russia and South Africa.

Rainey Kelly Campbell Roalfe/Y&R and Mindshare will continue to handle above-the-line advertising and media respectively.

Craik Jones has won five Campaign Direct awards, two DMA Grands Prix and a D&AD Yellow Pencil for past work on Land Rover. The agency also lost its Orange business to Wunderman in June, following a four-way shoot-out.