Jaguar plans to overhaul its $150 million (currently E115 million) annual budget for global marketing.
The British luxury carmaker also is breaking with tradition by looking for new advertising agencies to handle its creative and direct marketing.
Jaguar is part of Ford's Premier Automotive Group. Nearly all Ford's advertising and marketing accounts worldwide are handled by the WPP Group.
Jaguar is plagued by long-running losses, product woes and uninspired advertising. Industry analysts attribute its problems to a flawed strategy to bring the luxury brand to a mass audience.
Jaguar hasn't been profitable since Ford acquired it in 1989. Jaguar has lost an estimated $1.5 billion globally in the past three years.