During August, September and October 2012, I joined advertising agency Spark44 in-house for a special project to prepare the launch of the Jaguar F-Type. Working from both their London and Frankfurt offices, I was part of the multidisciplinary international team that developed the following projects:

​

1) A SERIES OF LIFESTYLE PROGRAMMES  comprising Travel, Technology and Film. I was personally  responsible for leading the Travel Club vertical, which delivered a global travel programme with exclusive perks for Jaguar owners and friends. I selected strategic partners  (airlines, hotels, concierge services, ticket providers) and shaped all the commercial terms for these deals. 

​

2) A BESPOKE THEME SONG for the launch of the new F-Type model. We commissioned singer and songwriter Lana del Rey to write a song for Jaguar, and the result was "Burning Desire". Lana herself took part in the launch event that took place in Paris in July 2013.

​

Spark44 was a joint venture between Jaguar Land Rover and agency management. In 2021 it was bought by Accenture.