Bentley Motors has hired Deepend to redesign its website in the
first stage of a new digital strategy that will see the car brand
attempt to ditch its old-fashioned image.
Deepend beat Razorfish, Good Technology and Premier to the task, which
will also involve creating a microsite to mark Bentley's return to the
Le Mans 24-hour race in June. The task has a reported budget of pounds
The strategy, which Bentley hopes will attract younger, male car buyers,
will coincide with the launch of the mid-sized Bentley over the next
Mike Meredith, Bentley's communications manager, said: 'Deepend was
chosen for its sound understanding of the Bentley brand and its clear
appreciation of the task to appeal to a new, younger audience.'
Dan Douglas, who works on business development at Deepend, said: 'We are
very excited about entering a long-term strategic relationship with
The change in direction follows the appointment last October of Jim
Campbell as the marketing director of Bentley and Rolls-Royce. He moved
over from Land Rover, where he was also the head of marketing.
Bentley is owned by Volkswagen, but its sister Rolls-Royce marque is
being taken over by BMW next year. Bentley's above-the-line advertising
is handled by BMP DDB, which handles Volkswagen's creative account.