Bentley to transform marketing comms amid shift to electrification

MANILA: Bentley aims to transform its entire marketing communications strategy as it gets ready for full electrification across its product range by 2030, while diversifying its offering to become one of the most well-known luxury lifestyle brands in the world.

Bentley Motors launched its Beyond100 strategy in 2020, which involves completely reinventing every element of the company in order to become a carbon-neutral enterprise from beginning to end and one of the top luxury lifestyle brands in the world.

This unique program's most recent phase, which includes the development of its digital-first strategy and paves the way for Web 3.0, includes the selection of a new lead agency partner for creative and strategic marketing communications.

Director of Strategy Product and Marketing of Bentley Steven de Ploey said: “This announcement marks an exciting new phase in our Beyond100 strategy, which will transform every aspect of the Bentley Motors business as we enter our second century as a global luxury brand.

“Our approach to marketing is central to our transformation; and we are delighted to have new partners on board to galvanize our progress. Our plans go far beyond our products, to innovative brand extensions and exciting partnerships. It will also see us put people front and center in our communications to engage new audiences as we move towards becoming a sustainable, wholly ethical role model for modern luxury.”

Interpublic Group, through its Open Architecture iX offering, with McCann Worldwide as the leading agency partner, will be in charge of delivering strategic communications for Bentley.

These communications include planning, creative development (including brand campaigns and product launches), asset production, brand storytelling, social and digital marketing activation, and strategic communications planning as Bentley's lead creative and strategic agency partner.

Head of Brand Communications Christoph Hohmann said: “Their open architecture approach, wide range of best-in-class disciplines and geographical spread creates a compelling offer and meets our modern, multi-faceted marketing requirements to continue evolving one of the world’s most famous luxury brands beyond cars to encompass areas as diverse as sustainable architecture (for example Bentley Residences Miami), interior design and furniture, luxury goods, philanthropy and digital offering including NFTs.”

This follows fast on the heels of the appointment of Set Creative, the new experiential partner who will drive the development of Bentley’s global strategy for luxury brand experiences.

Bentley's communications team will collaborate with Simon+Simon, a worldwide PR firm specializing in luxury lifestyle communications, to forge smart and imaginative connections with non-automotive media, influencers, and affluent groups. They will help Bentley's growing emphasis on reaching new audiences through earned media thanks to their strong luxury industry expertise.

“The agency teams have all demonstrated a deep understanding of the automotive industry as well as luxury brand and customer behavior — not to mention impressive experience in delivering innovative and creative marketing programmes. We’re really looking forward to working with them during this hugely exciting time in our brand’s development and believe they are the right partner to support our bold new direction,”, concluded de Ploey.

Photos from Bentley

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