Jaguar Land Rover Canada has made its relationship with The Mint Agency more formalized, retaining the agency for all public relations work in Canada as AOR.

Covering both the Jaguar and Land Rover brands, The Mint Agency will handle lifestyle and automotive public relations and continue to handle corporate communications for its CSR work with the Canadian Cancer Society.

The Mint Agency first worked with Jaguar earlier this year when it was enlisted to lead the campaign with the Canadian Cancer Society to bring health education to Inuit communities, as well as the Canadian version of the “#Hibernot” winter campaign.

“We were excited to work with Jaguar Land Rover Canada earlier this year and pleased with the high level of engagement that we received,” Samantha Margolis, president of The Mint Agency, said in a press release.

The Mint Agency has assigned five members of its account team to the business for the time being.

Jaguar Land Rover Canada had previously handled its media and public relations internally. This is its first AOR relationship in Canada in 15 years.

The car co had also previously worked with Y&R on creative campaigns in Canada, though that work appears to have moved to Jaguar-owned Spark44 as part of a global consolidation.

Image courtesy Bocman1973/Shutterstock