Bentley holds pitch for digital account as it prepares new Arnage launch

LONDON - The luxury car manufacturer Bentley Motors is holding a pitch for its digital account, currently held by the WPP agency Goodtechnology.

The Volkswagen-owned marque is understood to have scheduled presentations with a number of agencies over the next few weeks. Its website, bentleymotors.com, is likely to be redesigned once a winner is appointed, and the company is also planning the launch of a new four-seater convertible, the Arnage Drophead Coupé.

Bentley has long been a fan of digital advertising and allocates a relatively high proportion of its marketing budget to the medium. In 2001, six months before the agency folded, the car manufacturer hired Deepend to kick-start a new digital strategy that aimed to ditch its old-fashioned image and attract younger buyers.

Bentley's parent company, Volkswagen, is also an advocate of digital and supports every new model launch with digital campaigns through its agency, Tribal DDB.

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