Jaguar Land Rover Parks in ICM

Company is in the midst of rolling out several new luxury models and hopes to use entertainment as a way to put them in front of buyers

Jaguar Land Rover has signed with ICM Partners as the luxury automaker looks to build its brand through various forms of entertainment.

The agency will work closely with the Jaguar and Land Rover brands in North America to develop and broker alliances within the entertainment and sports communities.

Carol Goll, ICM Partners’ head of global branded entertainment, is overseeing the account.

Jaguar and Land Rover are in the midst of rolling out several new or redesigned models, including the Jaguar F-Type sports car (see above) and Range Rover Sport. It’s hoping to use branded entertainment as a way to make its vehicles appeal to a new generation of buyers who may not be familiar with the stalwart British brands.

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Goll’s team also reps Saks Fifth Avenue, and the department paired up Emimen with Chrysler, and James Spader with Acura.

ICM’s new car client is the latest automotive partner to turn to Hollywood’s major tenpercentaries for guidance after General Motors paired up with CAA and Porsche started working with UTA.

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