Land Rover has appointed Wunderman to handle its £5m direct marketing business, ending a 16-year relationship with Craik Jones Watson Mitchell Voelkel. The WPP agency won the business following a head-to-head pitch against Omnicom-owned Craik Jones.
The Ford-owned marque called the pitch, which was overseen by UK marketing director Andy Griffiths, at the end of May. WWAV Rapp Collins and Iris were eliminated at an earlier stage.
The appointment of Wunderman consolidates Land Rover’s entire communications business into WPP. Rainey Kelly Campbell Roalfe/Y&R handles advertising for the brand, while MindShare is responsible for media planning and buying.
Wunderman was on Land Rover’s roster as the agency of record for its website, but Craik Jones handled all CRM and eCRM activity.
Griffiths says: “We’ve enjoyed a professional and loyal relationship with Craik Jones but taking the broader strategic view and allowing for the exponential increase in digital marketing activity we feel Wunderman are best placed to move Land Rover’s CRM forward.”