Jaguar Land Rover taps ICM Partners to boost exposure in North America

Article by Anita Panait, on November 13, 2013

Jaguar Land Rover has reached a deal with Los Angeles-based talent agency ICM Partners to help boost its brand’s exposure in North America via the entertainment and sports worlds. The deal will focus on the so-called branded entertainment, which will entail ICM to land the Jaguar and Land Rover brands’ product placement deals in TV shows and movies as well as tie-ups in other entertainment worlds.

Stuart Schorr, vice president of communications for Jaguar Land Rover North America, remarked that it is now the right time for both Jaguar and Land Rover to “more formally engage” the entertainment industry “through a widely respected and savvy business partner” like ICM. Although carmakers usually rely on specialized agencies with Hollywood connections for product placement deals, such deals are rarely announced.

The deal with ICM comes as Jaguar launches its largest largest-ever advertising campaign early next year that will include its first-ever commercial for the Super Bowl. Jaguar is also seeking to boost awareness as it prepares to roll out a compact sedan in Europe in 2015 and in the United States in 2016.

The new compact sedan will rival BMW 3 series and Mercedes-Benz C class. In the first 10 months of 2013, Jaguar saw its sales in the US surge 26 percent to 13,962 units while Land Rover saw its sales in the country rise 14 percent to 39,645 units.

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