Volkswagen’s British luxurious automobile unit Bentley Motors introduced plans to alter businesses “throughout the advertising combine” to “assist the model evolve and rework its complete advertising communications technique because it prepares for full electrification throughout its product vary by 2030 and diversifies its providing to be one of many world’s main luxurious life-style manufacturers”.
The transfer is the subsequent step within the bespoke automaker’s Beyond100 technique introduced in 2020 – a “reinvention” of each facet of its enterprise, to “turn out to be an end-to-end carbon impartial organisation”.
“The appointment of a brand new lead company for inventive and strategic advertising communications is the most recent stage of this programme,” Bentley mentioned in an announcement.
Steven de Ploey, director of technique, product and advertising mentioned: “This announcement marks an thrilling new section in our Beyond100 technique, which can rework each facet of the enterprise as we enter our second century as a world luxurious model.
“Our strategy to advertising is central to our transformation; and we’re delighted to have new companions on board to galvanise our progress. Our plans go far past our merchandise, to revolutionary model extensions and thrilling partnerships.”
As Bentley’s lead inventive and strategic company accomplice, iX, a brand new providing inside IPG, might be chargeable for delivering strategic communications planning, inventive improvement – together with model campaigns and product launches – in addition to asset manufacturing, model “storytelling”, social and digital advertising activation.
Headquartered in London, iX is a purpose-built company to service Bentley, and can draw on a spread of sources from throughout IPG’s portfolio.
Christoph Hohmann, head of name communications mentioned: “Their open structure strategy, big selection of best-in-class disciplines and geographical unfold creates a compelling provide; and meets our trendy, multi-faceted advertising necessities to proceed evolving one of many world’s most well-known luxurious manufacturers past vehicles to embody areas as various as sustainable structure (Bentley Residences Miami), dwelling furnishings, speciality journey and audio.”
Working along with international media accomplice PHD, the appointment of the brand new lead technique and inventive company follows quick on the appointment of Set Artistic, the brand new “experiential accomplice” which can “drive the event of Bentley’s international technique for luxurious model experiences”.
Simon+Simon, a world PR company specialising in luxurious life-style communications, might be working with Bentley’s Communications workforce to ship “strategic and inventive relationships with non-automotive media, influencers and prosperous communities. Their strong experience within the luxurious sector will help Bentley’s elevated emphasis on reaching new audiences by earned media”, the automaker added.
“The company groups have all demonstrated a deep understanding of the automotive business in addition to luxurious model and buyer behaviour – to not point out spectacular expertise in delivering revolutionary and inventive advertising programmes. We’re actually wanting ahead to working with them throughout this massively thrilling time in our model’s improvement and imagine they’re the best companions to help our daring new route,” mentioned de Ploey.