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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