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Jaguar to move creative account from Cogent Elliott to Spark 44

Jaguar is set to take the long standing creative account held by Cogent Elliott into its in-house agency Spark 44. The automotive brand will move the account having named Spark 44 as its agency of record early last year. A spokesperson for Jaguar confirmed the decision to The Drum and explained: "Jaguar Land Rover uses a number of creative agencies to assist in the production of materials for external use. Regular reviews look into the effective distribution of tasks among these agencies, as a result of which the company has taken a strategic decision to move some work for the Jaguar brand from Cogent Elliott into Spark 44." They added: "The decision has been taken in order to consolidate activities into Spark 44, who are the strategic agency partner who lead the Jaguar brand development on a global basis." It is understood that accounts held by RBH and Connect are unaffected by the decision. A spokesperson from Cogent Elliott said: " We are immensely proud of the work we have produced for Jaguar [across the UK and globally] over the last nine years." It is understood Cogent will continue to work with Jaguar in some respect however.

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