Land Rover reviews DM account

Craik Jones Watson Mitchell Voelkel repitches for award-winning business it has held for 16 years.

Land Rover has called a review of its direct marketing business in a move that could see the end of its 16-year relationship with Craik Jones Watson Mitchell Voelkel.

The review, which is being handled by Land Rover's inhouse marketing team, is already underway with several undisclosed agencies lining up to pitch for the account next month.

The Land Rover account has been at Craik Jones since shortly after its launch in 1991. The agency is expected to defend the business.

Andy Griffiths, the UK marketing director at Land Rover, said: "As part of our ongoing strategy to review our marketing activities, we invite agencies to repitch."

Land Rover is the second of Craik Jones' flagship accounts to call a pitch in the past few months. The agency is also defending its other long-standing client, Orange, which it has handled for six years.

The agency repitched for the account as part of a four-way shoot-out two weeks ago and a result is expected in the next couple of weeks.

Last year, Craik Jones scooped a Campaign Direct silver and a yellow D&AD Pencil for its Land Rover Defender campaign. The pack, which highlighted the Land Rover Defender's constant four-wheel drive feature, consisted of four black cards held together by bulldog clips.

The agency's most recent work for the Ford-owned car marque promoted the launch of the latest Land Rover, the Discovery 3. The movie-themed pack was designed to resemble a film can, with a circular outer tin casing and a hand-written label.

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