In 2014, MGI Entertainment delivered a strategic, China-exclusive partnership between Jaguar and David Beckham, positioning the brand at the intersection of British luxury, performance, and contemporary culture within one of its most important global markets.
Territory: China (exclusive to the Chinese market)
Channels: TV, print, billboards, and brand campaigns
Initial Vehicle Focus: Jaguar F‑Type Coupe
Ongoing Support: Jaguar XJ, a key model for China
The partnership was structured as a long‑term brand relationship, with Beckham featured across multiple Jaguar brand and product campaigns over several years.
The launch campaign was shot by legendary fashion photographer and filmmaker Peter Lindbergh, delivering cinematic, high-fashion visuals aligned with Jaguar’s premium positioning.
The first phase rolled out across major Chinese billboards and magazines, followed by a dedicated TV advertising campaign—reinforcing exclusivity and market focus.
MGI led the partnership end‑to‑end, including:
Strategic market and talent alignment for China
Structuring an exclusive, long‑term ambassador agreement
Managing talent, brand, and creative alignment
Protecting brand integrity and premium execution
Results
Strengthened Jaguar’s positioning in China as a symbol of contemporary British luxury and performance
Delivered high‑impact visibility in a priority market, with exclusive TV, print, and billboard campaigns
Enhanced brand desirability and trust thro