Which agencies or vendors did Jaguar hire for the 2024 rebrand and what were their fees?

1. Who the vendors were — the short list

Public reporting consistently names Accenture Song (the marketing services arm of Accenture/Accenture Interactive) as the external agency responsible for the creative strategy around Jaguar’s 2024 relaunch; Spark44 is described as Jaguar’s in‑house creative resource, Hearts & Science handled media and Imagination produced brand experiences ^{[1] [2]}. Jaguar’s own press materials set out the new identity but do not catalogue agency invoices or partner payments ^[3].

2. Accenture Song’s role and contract status

Multiple industry outlets state Accenture Song orchestrated the rebranding and was the incumbent on Jaguar’s account after winning the business in 2021; several reports also say the Accenture Song contract runs into mid‑2026 and that Jaguar later put its creative account under review following the backlash ^{[1] [4]}. Some pieces link Accenture Interactive as the consulting arm that supported parts of the work, but reporting centers on Accenture Song as the agency of record ^{[5] [6]}.

3. Spark44, Hearts & Science and Imagination — what they did

Sources identify Spark44 as Jaguar’s in‑house creative agency supporting the brand work, Hearts & Science as JLR’s media agency, and Imagination as the experiential partner producing brand events and installations — all of which were involved around the rebrand rollout ^{[1] [2]}. These roles are described in trade reporting; Jaguar’s press content promotes the creative output but does not break down which firm received which line items ^[3].

4. What public reporting says about costs — there are none

Despite wide coverage of the controversy and subsequent agency review, none of the provided sources publish contracted fees, retainer amounts or a headline budget for Jaguar’s 2024 rebrand. Trade and consumer outlets report on account wins, incumbent status and contract timelines but do not disclose financial figures — meaning specific fees are not available in current reporting ^{[1] [4] [2]}.

5. Why the fee data may be missing

Industry practice and Jaguar’s statements help explain the silence: firms and clients frequently treat agency contracts and fees as commercial confidentials, and Jaguar has declined to comment publicly on supplier arrangements in some reporting ^[1]. Several outlets note Jaguar’s spokesperson saying they won’t comment on supplier arrangements while confirming Accenture Song remained under contract ^[1].

6. Competing narratives about responsibility and outcomes

Coverage diverges on cause and culpability. Some outlets frame Accenture Song as responsible for the creative choices that provoked the backlash and report Jaguar is moving away from the agency ^{[4] [7]}. Others — including Jaguar executives quoted in Business Insider and CNBC — argue the rebrand was a strategic decision tied to an all‑electric repositioning and defend the creative intent; those reports emphasise the campaign’s attention‑grabbing success as part of a deliberate repositioning ^{[8] [9] [10]}. Trade reporting also stresses that Jaguar’s incumbent contract legally ran into 2026 even as a global creative review was launched ^[1].

7. What you can reasonably conclude

Based on available reporting, the principal external vendor was Accenture Song, supported by in‑house Spark44 and specialist partners Hearts & Science and Imagination; Jaguar has not publicly disclosed agency fees or total rebrand spend in the sources provided ^{[1] [2] [3]}. Any precise monetary figures would require access to Jaguar’s supplier contracts, company filings that itemise marketing spend, or direct disclosure from Jaguar or the agencies — none of which appear in the current reporting ^{[1] [2]}.

8. Where to look next (if you need the numbers)

To obtain fees, request copies of Jaguar/JLR procurement disclosures, examine company annual reports or regulatory filings for marketing spend lines, or file freedom‑of‑information/official procurement queries where applicable — or seek comment from Jaguar, Accenture Song, Spark44, Hearts & Science and Imagination. The articles we reviewed show no publicly available fee figures ^{[1] [2] [3]}.