It is charged with delivering trade and lifestyle PR covering functions including content creation, ambassador management and influencer engagement.

Haystac managing director Simone Pipkorn said JLR’s vision to go above and beyond “is in absolute alignment with our ethos here at Haystac.”

“We look forward to working closely with our Dentsu agency partners and the in-house Jaguar Land Rover team to make the brand’s mark locally,” she said.

JLR also works with Dentsu agencies MKTG and Dentsu X.

JLR general manager communications and public relations Tim Krieger said Haystac had an innovative approach and strong strategic thinking that gave it an understanding of JLR’s brand and market position.

“They offered forward-thinking tactical ideas to bring to life a robust strategy to help us foster brand love for the Land Rover and Jaguar badges,” he said.

“We now have the added benefit of working with several Dentsu agencies which will place integration at the heart of all our communications activity.”

It is the first automotive account for Haystac, which has been operating for 19 years and has offices in Sydney, Melbourne and Brisbane.

Its clients include Officeworks, Nando’s, Sigma Pharmaceuticals, Springfree Trampolines, Bensons and Girl Guides Victoria.

Haystac uses a strategic model that identifies personal values that motivate consumer behaviour. This model is driven by data provided by the Queensland University of Technology and covers media, content, social media, influencers and events.

In an interview with Campaign Brief in August, Ms Pipkorn said the business had been offering its strategic approach to social relations for some time but COVID-19 had focused its relevance.

“We are excited to announce our new brand proposition at a time when brands need to be connecting to consumers the most,” she told Campaign Brief.

“Consumers, users, followers, shoppers… whatever terminology you want to use, when it comes down to it, we’re all just people. Every decision we make – from the products we buy to the communities and networks we join – is influenced by our individual value set.

“That’s why we take a sociological, values-led approach to PR and storytelling, combining deep strategic thinking with powerful social insights, uncovered through rigorous research as part of our social relations platform, to connect brands to consumers.

“The power of this combined data, backed by a relentless pursuit of creativity, delivers an unparalleled view of the customer worlds, their social groups and personal values, ensuring a deep connection between brands and their consumer audiences.”

By Neil Dowling