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Bentley Motors Into New Era With BMP DDB

22 January 1999

Bentley Motors Into New Era With BMP DDB

    NEW YORK--Jan. 22, 1999--Bentley motor cars is launching an international press campaign appearing in the US, Germany and the UK.
    BMP DDB has been appointed the official agency for Bentley motor cars and is charged with the mission of communicating Bentley brand values across global markets through the DDB network.
    Bentley has ambitious plans to increase global sales over the next five years. Ian McKay, Director of Marketing and Product Strategy, explains: "The rationale for the campaign is to increase awareness of what the Bentley marque stands for and to extend the very special appeal of Bentley to new audiences who can buy now, or aspire to buy, and will do so in the future."
    Nick Fox, BMP DDB, explains that "the advertising is designed to communicate that Bentleys are highly desirable British motor cars but that this campaign is very different from the usual conventions followed by most automotive press advertising. In true Bentley spirit, it ignores the rules."
    The campaign is designed to have high impact through unusual design, provocative copy and intriguing use of the traditional Bentley green. Great care has been taken to ensure that the media placement, bought through BMP OMD, reflects the stature of the Bentley brand.
    The advertising was designed by Dave Dye and written by Sean Doyle. The campaign will appear in the Financial Times in the UK, Frankfurter Allgemeine Zeitung in Germany and the Wall Street Journal in the US. Estimated campaign budget is (pound)1 million.