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Fact check: Jaguar has fired the ad agency that came up with their rebranding campaign in 2024.
Executive Summary
Jaguar sought a new creative partner after its 2024 rebrand drew intense criticism and a public backlash, but reporting shows the company reviewed and could drop Accenture Song rather than conclusively announcing it had already fired the agency. Coverage since May–July 2025 documents a review of the account, declining sales and reputational damage, and public defenses from Jaguar executives, leaving the precise contractual status ambiguous in available reports [1] [2] [3].
1. What people claimed — the headline that spread fast and why it mattered
Multiple summaries and headlines condensed complex developments into the simple claim that “Jaguar fired the ad agency” after the 2024 rebrand. The central assertions are: Jaguar’s 2024 rebrand provoked heavy criticism for abstract creative choices and lack of cars in ads; Jaguar moved to review its advertising account; and Accenture Song (the incumbent creative partner) was named as the agency under review. These points recur across analysis pieces and news reports written between May and July 2025, which framed the account review as a response to reputational and commercial damage [1] [2] [3].
2. The documented timeline — review, backlash, and commercial fallout
Reporting shows the sequence: Jaguar rolled out a polarizing rebrand in 2024; public and critical backlash intensified in early–mid 2025; Jaguar began reviewing its advertising agency relationship in May 2025; subsequent analyses in June–July linked the rebrand to falling sales in some markets. Articles dated May 9–23, 2025 first reported the account review and backlash; follow-up pieces in May–July 2025 examined strategic missteps and a reported collapse in European sales figures, connecting creative choices to commercial consequences [2] [1] [4].
3. What the sources actually say about “fired” versus “reviewed”
Close reading of the cited reports shows nuance: journalists frequently used terms like “reviewing,” “could drop,” or “hunts for new ad agency,” rather than documenting a formal termination. Several outlets reported Jaguar was “reviewing its advertising account” and “hunting” for a new creative partner; others described the possibility that Accenture Song could be dropped. None of the provided excerpts state a definitive, documented firing event with contract termination details, so the categorical claim that Jaguar “fired” the agency overstates what these sources directly report [2] [3] [1].
4. Who the actors are — Accenture Song, Jaguar leadership, and critics
The pieces identify Accenture Song as the agency involved in the rebrand work, and Professor Gerry McGovern as a design figure linked to the strategy. Jaguar executives, notably managing director Rawdon Glover, publicly defended the rebrand, arguing it targeted new audiences and accepted being polarizing. Critics included industry analysts and commentators who said the new identity abandoned distinctive brand assets and failed to connect emotionally, with several articles explicitly tying the reception to declines in brand performance metrics [1] [5] [6].
5. Evidence of commercial impact — reported sales decline and market reaction
Analyses from June–July 2025 connected the rebrand to sharp sales declines in Europe and damage to Jaguar’s core customer base, with one piece citing a dramatic 98% collapse figure as part of a broader narrative of strategic missteps. These commercial indicators were used to justify the agency review and to explain why Jaguar sought new creative leadership. While numerical claims vary by piece, the consensus across outlets is that the rebrand coincided with meaningful negative market reaction, though causality attribution remains debated among commentators [4] [6].
6. Jaguar’s public stance and defense of the rebrand
Jaguar’s leadership publicly defended the rebranding strategy, emphasizing the need to polarize and attract new audiences, framing the change as purposeful rather than accidental. Statements from management in August 2025 reiterated commitment to the strategy despite backlash, suggesting internal alignment on objectives even as the company evaluated its creative partners. This defense complicates narratives of an immediate agency sacking: Jaguar signaled willingness to persist with the concept while nonetheless reviewing the agency responsible for producing the campaign [5] [1].
7. Media framing, agendas, and what might be omitted
Coverage exhibits competing framings: some outlets emphasize a “woke” cultural critique and mockery of aesthetics, while industry analysis centers on strategic brand missteps and operational consequences. Business-oriented pieces focus on sales data and account reviews, cultural critiques foreground perceived tone and visuals. Missing from the reported excerpts are contractual details, internal agency-client communications, and an independent audit of sales drivers — key information that would confirm whether the review led to an actual firing or was a reputational maneuver [2] [6].
8. Bottom line — what is supported and what remains unresolved
The supported facts: Jaguar’s 2024 rebrand generated intense backlash; Jaguar reviewed its advertising account in mid‑2025; Accenture Song was publicly identified as the agency involved; Jaguar defended the strategy even while assessing agency options. What remains unresolved by the cited reporting is a formal, documented firing or contract termination of Accenture Song. To conclusively state “Jaguar has fired the ad agency” requires direct evidence of contract termination or corporate confirmation beyond the account-review coverage provided here [1] [3] [5].