Re-steering an Automotive Icon

Land Rover, an iconic British brand which had shaped and defined the SUV category, found itself challenged by a rapidly changing, fiercely competitive marketplace.

We partnered with Land Rover to create an all-encompassing brand positioning and strategy that would define the Land Rover global Masterbrand.

The work was considered the most collaborative, robust and impactful brand strategy work in the company’s marketing history. Rolled out across 18 countries, it’s the anchor of Land Rover’s global, regional and local marketing. Under its direction the new Range Rover and Range Rover Sport were launched as well as other global marketing initiatives.  The Land Rover global brand has grown strongly year on year for the past 3 years.

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