The agency will create campaigns specifically for the UK market and contribute creative work to run across Europe. This is the first time Mazda has appointed a UK agency.
The move will see JWT London work with JWT Dusseldorf, which handles the pan-European business for Mazda Motor Europe, on a brand and communications programme for the UK.
JWT London was appointed without a pitch because of the existing relationship between JWT and Mazda. All previous campaigns that have run in the UK have been created in Germany.
The last ad from JWT Dusseldorf, "it's time to play", aired in April for the Mazda 5. The 30-second spot followed three friends as they head out to a casino for the night. Just as they win on the roulette, the car door slams shut.
In 2007, JWT Dusseldorf launched a campaign for the Mazda 2. "It's fit" saw martial arts experts fighting with a green car.