WPP has landed a high-profile global mandate from JLR, becoming the luxury carmaker’s growth partner across its iconic British brands – Range Rover, Defender, Discovery and Jaguar.
The partnership blends WPP’s AI, data and creative muscle with JLR’s in-house marketing teams through a co-located, integrated model built for global scale. At its core is WPP Open, the agency’s AI-powered marketing platform, delivering end-to-end solutions across creative, media, production, customer experience and strategic planning.
What sets this deal apart is its outcome-based remuneration structure – WPP’s earnings are directly tied to JLR’s business results, putting real skin in the game on both sides.
JLR’s Chief Growth Officer Lennard Hoornik framed the collaboration as a deliberate rethink: “We wanted to resolve the traditional contradiction between scale and intimacy. Our joint vision for a single, AI-powered modern luxury marketing organisation is the solution.” He called human ingenuity accelerated by AI the foundation of the partnership.
WPP CEO Cindy Rose echoed the ambition, positioning the deal as proof of the agency’s wider mission – to be the trusted growth partner for leading global brands in the AI era.
The model brings together talent from both organisations into a unified structure, combining WPP’s technology capabilities with JLR’s deep brand knowledge.
For WPP, it signals a confident push into outcome-led, AI-first partnerships. For JLR, it’s a bet that smarter marketing infrastructure can fuel the next chapter of modern luxury growth.
