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Bentley “overhauls” global agency mix in fully electric move


Crewe-based Bentley Motors has announced plans to transform its global marketing agency mix as it prepares to go fully electric by 2030.

It said it would be changing its entire marketing communications strategy to position itself as the “leader in luxury lifestyle” as it becomes an “end-to-end carbon neutral organisation.”

“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,” explained Steven de Ploey, Director of Strategy, Product and Marketing.

“Our approach to marketing is central to our transformation; and we are delighted to have new partners on board to galvanise 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 centre in our communications to engage new audiences as we move towards becoming a sustainable, wholly ethical role model for modern luxury.”

Its new lead creative and strategic agency partner is iX, a new offering within IPG. It will be responsible for delivering strategic communications planning, creative development – including brand campaigns and product launches. It will also handle asset production, brand storytelling, social and digital marketing activation.

iX is a purpose-built operation created to service Bentley and will draw on resources from across IPG – which owns agencies including McCann, Weber Shandwick and MullenLowe

“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), home furnishings, speciality travel and audio,” added Christoph Hohmann, Head of Brand Communications.

iX will work alongside the company’s global media partner, PHD and its newly installed experiential partner, Set Creative.

Bentley has also named SIMON+SIMON as its global lifestyle communications agency.

The London agency was founded in 2020 by Cécile Simon, the former Head of Brand Communications at PAG (Aston Martin, Jaguar, Land Rover, Volvo) and International PR Manager for Jaguar Land Rover.

It will be working alongside an in-house team to deliver deliver strategic and creative relationships with non-automotive media, influencers and affluent communities.

SIMON+SIMON will report directly to Wayne Bruce, Director of Communications at Bentley Motors. The agency has handled the UK lifestyle PR for Bentley Fragrances licensing partner Lalique Group since 2014. 

“Having worked with Cécile in a couple of former lives, we are delighted to now welcome SIMON+SIMON into our team at such an exciting time for Bentley,” said Bruce.

“Our financial growth forms the platform for Bentley’s Beyond100 objectives, reinforcing our aim to be global leaders in sustainable luxury mobility.”

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