Bentley revises its marketing strategy to support electrification

Bentley Motors has announced plans to transform its agency partners across the marketing mix, which will help the brand evolve and transform its entire marketing communications strategy as it prepares for the full electrification of its product range by 2030 and is diversifying its offer to become one of the world leaders. best-known luxury lifestyle brands.

Bentley Motors announced its Beyond100 strategy in 2020 – a reimagining of all aspects of its business, to become an end-to-end carbon neutral organization and one of the world’s leading luxury lifestyle brands.

The appointment of a new lead agency partner for creative and strategic marketing communications is the latest step in this innovative program and includes the evolution of its digital-first strategy, paving the way for Web 3.0.

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

“Our approach to marketing is at the heart of 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 allow us to put people at the center of our communications to engage new audiences as we strive to become a sustainable and fully ethical model for modern luxury.

As Bentley’s lead creative and strategic agency partner, Interpublic Group, through its Open Architecture iX offering, with McCann Worldwide as lead agency partner, will be responsible for strategic communications planning, creative development – including brand campaigns and product launches – as well as production assets, brand storytelling, social and digital marketing enablement.

Christoph Hohmann, Head of Brand Communications, said: “Their open architecture approach, wide range of best-in-class disciplines and geographic spread create a compelling offering and meet our modern, multi-faceted marketing requirements for continue to evolve one of the most famous luxury brands beyond cars to encompass areas as diverse as sustainable architecture (e.g. Bentley Residences Miami), interior design and furniture, products luxury goods, philanthropy and digital supply, including NFTs.

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

SIMON+SIMON, a global PR agency specializing in luxury lifestyle communications, will work with Bentley’s communications team to build strategic and creative relationships with non-automotive media, influencers and affluent communities. Their strong expertise in the luxury sector will support Bentley’s focus on reaching new audiences through earned media.

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


William L. Hart