Accenture and luxury car maker JLR win global marketing data award

14 July 2023 3 min. read

Accenture has come home reeling with pride from the I-COM Data Creativity Awards, slotting two of the four category awards and being named the overall winner of the special award for social good. The firm’s Middle East team played a significant part in the triumph.

Held annually, the I-COM Summit is an event that brings together leaders from across the advertising and marketing sector. Key area of focus at the event: marketing data. One of the highlights of the summit, the I-COM Data Creativity Awards recognise companies (and their service providers) that have successfully harnessed the power of data to deliver remarkable results.

At the 2023 competition, Accenture landed the top spot in the categories Marketing Sciences and Customer Centric, and was highly commended in the Performance Measurement category. The award-winning projects were led by Accenture Song teams in Colombia, Spain, and the United Arab Emirates.

Accenture and luxury car maker JLR win global marketing data award

Formerly known as Accenture Interactive, Accenture Song is the world’s largest digital and creative agency, according to data from Ad Age. Accenture launched the division in April 2022.

The UAE in the prizes

Accenture Song’s UAE team managed to bag the Customer Centric award for its work with JLR, the parent of iconic brands Jaguar and Range Rover. Part of a global mandate which sees Accenture Song serve as the lead consultant for JLR’s global marketing operations transformation, the UAE project was focused on helping JLR deliver a CRM-backed website retargeting.

According to a statement released by JLR, Accenture Song “employed cutting-edge research and technology to deliver a relevant and engaging customer experience”, down the line helping the automotive group “enhance its customer journey by providing tailored interactions across all touchpoints, meeting the increasing demand for personalisation in the digital age.”

“Working together with Accenture Song, we have achieved incredible results. This award illustrates the power of teamwork, ingenuity, and data-driven strategies in shaping exceptional customer experiences,” said Paula Shamaa, Brand Director for MENA at JLR.

Bruce Robertson, Managing Director MENA at JLR, added: “Our combined efforts have revolutionised the customer journey, leveraging technology and data to deliver customised interactions that truly resonate with each individual. Receiving the I-COM Data Creativity Award validates our commitment to ensuring personalised experience for every client.”

According to Shamaa and Robertson, JLR’s world class customer experience management helps solidify its status as one of the foremost luxury car brands (high-end Jaguars for instance cost upwards of AED 600,000 in the UAE).

David Fregonas, leader of Accenture Song in the Middle East, commented: “This award recognises Accenture Song’s deep expertise in using data – especially first-party data – and technology solutions to transform marketing and personalisation for real business impact. It also reiterates our belief in creating sustained growth by connecting industry-expertise and analytical precision with ambitious creativity.”

“We’re incredibly privileged to collaborate with Jaguar Land Rover both globally and in the UAE to advance their marketing and consumer experience transformation agenda.”