Boost for Cogent as Land Rover drives brochure work into agency
Car giant Land Rover has commissioned Meriden-based agency, Cogent Elliott to handle all of its global brochure strategy and creative for the next three years. The appointment was made following a competitive six-way pitch, in which two agencies were dismissed after an initial phase.
It’s been speculated that over the next two years, Land Rover may launch two new vehicles. And so with busy times ahead, Cogent Elliott has been brought in on a permanent contract for all international print.
Les Knight, global communications manager for Discovery, confirmed the role of the new agency. He said: “Cogent Elliott will produce all product brochures and all accessory brochures for Land Rover for the next three years.”
Antony Green, account director at Cogent Elliott, commented: “It’s a very big piece of business. Part of the reason we were so successful may have been because we have fantastic in-house facilities and in this day and age of tight budgets, it’s much more beneficial to have the resources under one roof.”
The appointment signals a change in direction away from a project-based approach and cements Cogent Elliott\'s two and half year relationship with Land Rover.
“The biggest thing for me personally is, having been involved with Land Rover for over two years, it’s a brand we love – it’s great to be onboard,” Green enthused.
He added: “From a strategy and creative point of view, we have a strong senior presence within the agency and this allows us to work closely with Land Rover’s other rostered agencies because we talk the same language.”
It’s a big boost to Cogent Elliott, which has also picked up the national advertising and direct marketing campaign for Shropshire Tourism. The firm has also created the identity for The Asia World-Expo and is onboard for further activity.