CAMPAIGN-I: Deepend beats three to win Bentley's website redesign

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

500,000.



The strategy, which Bentley hopes will attract younger, male car buyers,

will coincide with the launch of the mid-sized Bentley over the next

three years.



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

Bentley.'



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.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).