Hearts & Science takes the wheel for Jaguar Land Rover in MENA

Hearts & Science has onboarded its newest client, Jaguar Land Rover (JLR)

JLR has chosen Hearts & Science, a brand of Omnicom Media Group, to be its new global media agency as part of the Reimagine Strategy. A successful transition took place on a global scale, marking the completion of the move across China, Europe, Overseas, North America, and the UK. The move will support JLR’s ‘Reimagine Strategy’ of becoming Carbon net zero by 2039.

Hearts & Science will handle all four brands within the JLR portfolio: Jaguar, Range Rover, Discovery, and Defender.

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Hearts & Science MENA will take charge of 23 markets from Dubai, oversee media strategy and planning, as well as purchase across traditional, biddable, and performance channels. Additionally, the scope of work includes implementing marketing science, a tailored digital marketing transformation framework, and enhancing customer digital experiences through OMNI, Omnicom’s marketing orchestration platform.

JLR aims to become carbon net zero across its supply chain, products, and operations by 2039. Within the decade, the Range Rover, Discovery, Defender collections intend to have a pure electric model, while Jaguar will be entirely electric.

“Acting on data to improve performance is clearly an approach that runs deep in our engineering. With the appointment of Hearts & Science, we will go further down that path in our marketing too. They’ve demonstrated an exceptional command of data, analytics, technology and consumer understanding,” explained Paula Shamaa, Brand Director at Jaguar Land Rover MENA. “With their insights, science and expertise, we expect them to lift all our KPIs, be they brand or business focused, and create differentiation, desire and demand.”

Lennard Hoornik, JLR’s Chief Commercial Officer, expressed, “We are excited to begin our partnership with them but also wish to wholeheartedly thank Dentsu for their partnership during the past five years”.

“Speed, accuracy and reliability are some of the attributes you require from a performance car. JLR have come into this review with the same expectations and found at Hearts & Science a team of experts and specialists bound by the same drive: to accelerate growth through effective marketing transformation,” commented Rasha Rteil, managing director of Hearts & Science MENA.