Shaping Future Marketers: How JLR and REACH Are Supporting the Next Generation

What is the REACH Marketing Challenge and why did the network decide to do this? 
The JLR Marketing Innovation Challenge is a partnership initiative created by the REACH Network Partnerships Team in collaboration with JLR Commercial – Specifically the Jaguar House of Brand Team & The Amos Bursary. 

In November 2024, JLR entered into a formal partnership with The Amos Bursary (TAB) for a second year. TAB is a UK-based charity dedicated to advancing the educational and professional outcomes of young people of African and Caribbean heritage. TAB delivers a 5-year development programme to Year 12 students that includes mentoring, coaching, and access to professional networks. 
The challenge provides students from underrepresented backgrounds with the opportunity to work on a real-world marketing brief, applying creativity, innovation and strategic thinking to a genuine business challenge faced by JLR (and other OEMs).  

REACH Partnerships launched the Marketing Challenge to create meaningful opportunities for talented students from underrepresented backgrounds, exposing them to the wide range of career pathways available within JLR beyond traditional engineering roles, while supporting the Partnerships Team's mission of building internal and external relationships that broaden access, improve representation and strengthen JLR's future diverse talent pipeline. 
Format for the Challenge 

The challenge:

The marketing challenge asked students to develop a bold, modern luxury marketing activation for an all-new JLR vehicle that had not yet been publicly revealed and was not available in showrooms. Working to a real JLR brief, participants were challenged to create a premium customer experience that would build excitement, tell the vehicle's story, generate emotional engagement and drive anticipation, all without using the physical vehicle itself. Proposals had to fit within JLR Modern Luxury principles.  

Who was involved from JLR and what senior support did it have? 
The project was delivered through collaboration across several teams, including Jaguar House of Brand, REACH Partnerships and Retail Experience. A diverse judging panel representing marketing, design and network operations and wider operational support from retailer partners, compliance, legal and branding specialists.

What prizes were on offer for the students? 
Students taking part in the challenge had the chance to win exclusive JLR experiences, mentoring opportunities and a range of JLR branded goods, with additional rewards for the top placed teams.

Why do JLR support / host these events? 
JLR supports initiatives such as the REACH Marketing Challenge because they create value for both the business and the participants. By giving students exposure to real business challenges, JLR can engage with talented individuals from diverse backgrounds at an early stage, helping to build a stronger and more representative future talent pipeline. At the same time, students gain meaningful industry experience, professional networks and a greater understanding of the wide range of careers available within a global organisation such as JLR. 

The challenge demonstrates JLR's commitment to creating equitable opportunities and improving representation across the industries in which it operates. By partnering with organisations such as The Amos Bursary, JLR can reach talented communities that may traditionally be underrepresented in corporate environments and help remove barriers to opportunity.