Bentley Motors has appointed IPG to help its massive push in direction of electrification, and the group has arrange iX — a custom-made, London-based company — for the aim.

iX will work on world artistic and technique for the Volkswagen-owned model, targeted on model campaigns, product launches and social and digital advertising and marketing activation round Bentley’s “Past 100” technique, which is all about being sustainable and carbon impartial.

No particulars but on who might be working the company in London, however media might be dealt with globally by PHD, and London-based Set Inventive is taking up Bentley’s world technique for luxurious model experiences.

Steven de Ploey, director of technique, product and advertising and marketing mentioned: “This announcement marks new section in our Past 100 technique, which is able to rework each facet of the Bentley Motors enterprise as we enter our second century as a world luxurious model.

“Our strategy to advertising and marketing is central to our transformation; and we’re delighted to have new companions on board to galvanise our progress. Our plans go far past our merchandise, to revolutionary model extensions and thrilling partnerships. It is going to additionally see us put folks entrance and centre in our communications to interact new audiences as we transfer in direction of changing into a sustainable, wholly moral position mannequin for contemporary luxurious.”