Jaguar Land Rover
Global general manager advertising
In addition to Jaguar, this year Armstrong has picked up responsibility for Land Rover advertising, with one of his first tasks being to oversee the brand’s James Bond TV ads around the latest 007 film, Spectre. He also led the global launch for the XE; a campaign for the new XF; a push to promote the XJ; and a David Beckham-fronted strategy for Jaguar in China. However, this modest marketer is always keen to stress that marketing is a team effort, rather than coming down to one individual – particularly in the car market, which, he says, remains challenging.