PHD Drives Bentley Media Account Worldwide
Bentley Motors has appointed Omnicom’s PHD Worldwide as its global media agency of record, the high-end British carmaker confirmed Friday. It’s the first time Bentley has appointed a global media AOR.
Stefan Beuscher, marketing and product director at Bentley, said the company wanted to strengthen the brand "in both existing and emerging markets." By appointing a global media-buying and planning agency, he added, "we will now be able to fully align all of our media activities around the world. This will deliver a powerful, consistent and integrated brand language across both traditional and new media channels.”
The company spends an estimated $25 million on ads annually. WPP’s MediaCom also pitched the business, per sources.
Two years ago, PHD won the global media account for Porsche. Bentley and Porsche are both part of the Volkswagen Group.
In the U.S., Bentley, like Porsche, will be serviced by a dedicated Omnicom Media Group team based in Chicago. That’s because PHD handles media buying in the U.S. for Mercedes, considered a luxury-class competitor to Bentley. PHD also has the U.S. Mitsubishi media assignment.
Bentley reported sales in the first quarter of 2012 increased by 46%, with China as its largest market, where it delivered nearly 600 new automobiles. It described the Americas as a “key market,” where first-quarter sales rose 36% with almost 470 new cars delivered.
Mike Cooper, Worldwide CEO of PHD, noted that Bentley has “ambitious expansion plans.” Bentley has confirmed that it intends to enter the luxury SUV market in the near future. Earlier this year, it began showcasing a concept SUV that it has labeled the EXP 9F.