Following last year’s disastrous rebranding effort, Jaguar has finally cut ties with the advertising agency responsible for it. The surprise is that the split did not happen sooner, given how relentlessly the storied British marque was mocked for the campaign.
The rebrand alienated longtime fans and became a cautionary tale about tampering with heritage. Dropping the agency signals Jaguar’s recognition that the strategy backfired, though repairing the damage to its image will likely take far longer than changing partners.
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