Bentley to overhaul agency partners as it transitions into a luxury EV car brand

We’ve pretty much established that EVs are the future of mobility. On that note, Bentley is transforming its global agency to support its transition into becoming a leader in luxury lifestyle with a fully electric product portfolio.

According to the British automotive marque, it will give its agency partners an overhaul.

“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,” said Bentley Strategy, Product and Marketing Director Steven de Ploey.

“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,” he added.

The abovementioned changes will begin with Bentley’s new lead creative and strategic agency partner, iX. The said agency will be responsible for delivering strategic communications planning, creative development — including brand campaigns and product launches — as well as asset production, brand storytelling, as well as social and digital marketing activation.

Headquartered in London, iX is a purpose-built agency that will serve Bentley, and will draw on a range of resources from across IPG’s portfolio.

“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,” commented Bentley Brand Communications Head Christoph Hohmann.

Working together with global media partner PHD, the appointment of Bentley’s new lead strategy and creative agency follows fast on the heels of the onboarding of Set Creative, the new experiential partner who will drive the development of Bentley’s global strategy for luxury brand experiences.

Lastly, SIMON+SIMON, a global PR agency specializing in luxury lifestyle communications, will be working with Bentley’s communications team to deliver strategic and creative relationships with non-automotive media, influencers, and affluent communities. The agency’s solid expertise in the luxury sector will support Bentley’s increased emphasis on reaching new audiences through earned media.

“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 programs. 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 partners to support our bold new direction,” said De Ploey.

Photos from Bentley

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