Lida escapes Land Rover shake-up

M&C Saatchi-owned agency Lida is understood to have escaped unscathed from Land Rover’s decision to pull most of its marketing activity from the likes of Wunderman and Y&R and handle it in-house at Spark44.
Lida has worked on CRM for the Tata-owned brand since August 2013, capturing the business in a three-way shoot-out with OgilvyOne and Publicis Chemistry.
The agency strengthened its grip on the business in May last year, adding the retail marketing account to the CRM activity, meaning Lida now handles all retail and after-sales for the car marque.
Most of the activity Lida runs was previously handled by Wunderman.
Although no-one at Lida or Land Rover UK was willing to talk on the record to DecisionMarketing, sources claim the decision does not affect the CRM account.
Spark44 was launched in 2011 to handle the Jaguar brand, and was behind the “British Villains” campaign starring Ben Kingsley and Tom Hiddlestone.
Jaguary Land Rover global marketing communications director Anthony Bradbury said: “Extending our innovative Spark44 agency model to the Land Rover brand will maximise global marketing effectiveness and efficiency, enhancing consistency of approach and quality worldwide as we build on the tremendous momentum that both Jaguar and Land Rover brands have in the marketplace today.”

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