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Affluent Millennial, Gen-X Digital Opps: Bentley Motors taps multiple new agency partners (Score 27)

SET Creative to assist with experiential marketing and named Simon+Simon as its global PR agency. 

According to Pathmatics, Bentley earned 37.6m impressions YTD through Instagram ads (57%), Facebook ads (31%) and Twitter ads (11%). It placed 100% of these ads directly onto instagram.com, facebook.com and twitter.com. It spent around $285.3k on digital display ads YTD, just 37% of the $780k spent in this channel during the same time period of 2021. Full-year spend equaled $1.2m in 2020 and 2021. 

Sellers-- Bentley targets affluent Gen-Xers and millennials. As mentioned above, the automaker has been transitioning to a digital-first marketing strategy; although, it has significantly decreased digital spend YTD. Furthermore, the company placed all of its digital ads this year directly onto social media sites Instagram, Facebook and Twitter. I do predict it will increase spend as soon as iX has time to put together some fresh creative work. Sellers should start reaching out to offer digital ad space. 

Agency & martech readers-- In addition to the aforementioned agencies, Bentley works with experiential AOR Iris Atlanta. Get in touch soon to see if you can score some of Bentley's work before it is all taken. It looks like you all will have the best shot of picking up media buying and planning work. There may also be some PR work available as Simon+Simon is based in the UK. Those of you that have experience marking luxury products will likely have an advantage.