I have to speak up for a marketing agency. When an agency has a client whose legendary reputation dates back to a time when smoking was not yet classified as a health hazard and petrol was still considered a renewable resource, and then you completely change the image in order to make the associated products more future-proof and more environmentally friendly. And you do this while fully aware of the risk of potentially alienating older existing customers – then all I can say is: hats off! Many other manufacturers who have been a little more hesitant in changing their image and have come up with a less daring product strategy have – not surprisingly in my view – had to struggle with declining sales and the associated job cuts. It is also interesting to see how many marketing experts are now getting worked up about this supposedly completely unprofessional approach, but do not reflect at all on what an attractive side effect it was – the Jaguar brand has never been noticed by so many as it is right now. The case of Jaguar is a prime example of how a marketing agency can help a client not only to keep up with the times, but also to actively shape their image and position themselves for the future. Whether the decision was effective will only become clear in the near future. I would already like to see more courage like this shown in other industries.

“He who always does what he already can, always remains what he already is.”

(Henry Ford)