Bentley charges Initiative to accelerate growth in China

Bentley China’s monitored print adspend was about US$1.1million (RMB 7million) in 2010.

There was no incumbent agency. The pitch was part of Bentley’s plan to expand its marketing activities in China - it needed an agency to do more strategic work in the local market.

Initiative China, which used to handle Nissan from 2008 to 2009, will work closely with Hong Kong-based Tai Ping Advertising, which is the in-house creative agency of the Hong Kong Dah Chong Hong Group, which owns Bentley.

“We chose Initiative because of the agency’s intimate knowledge of China’s local markets as well as their understanding of the country’s rapidly changing demographic and consumption patterns,” commented Andre Yiu, account director, Tai Ping Advertising.

Bentley targets the most high-end and affluent consumers who want a car brand to match their lifestyle and social status. It therefore relies on a finely targeted media strategy, rather than one of mass media.

Angela Ng, CEO of Initiative China, said, “We will be using channels most relevant to the target’s lifestyle to create an effective campaign which drives Bentley’s continued growth in China, and protects the company’s brand in what is expected to be its largest single market.”

Founded in 1919 in the UK, Bentley has 147 dealers worldwide, 13 of which are based In China.  Last year, Bentley sold 815 cars in the country, with plans to launch popular models such as the Continental GT and Mulsane in the near term.