Bentley Motors brings aboard Archant Dialogue to drive mag in new direction

Bentley Magazine

Bentley Motors has tapped Archant Dialogue to rebrand its consumer magazine for three years from summer 2018.

The firm won the contract after a competitive tender in 2017 from more than 10 agencies, solidifying the brand’s commitment to print publication. Further content will also be available on digital channels.

The quarterly mag, first launched in 2003, goes to a global audience, printed in English, German and Chinese.

Bentley Magazine joins Dialogues growing roster of clients which includes Royal Ascot, Harley-Davidson, Porsche Club GB and private jet specialists Air Charter Service. It will run all aspects of the mag, including but not limited to production, including concept ideation, story generation, commissioning, copy editing, competitions, design and photography, and working with Bentley’s in-house editorial team.

Zoë Francis-Cox, agency director at Dialogue agency director, said: ”We are very excited to be working with Bentley Motors on this premium publication, and especially so since the competition for the contract was so strong.

“Dialogue is a recognised leader in content that appeals to luxury communities and it is clear that Bentley Motors shares our belief that aspirational and visually arresting content is a key component in customer engagement, delivering retention, advocacy and converting new buyers.”

Craig Nayman, executive director of Dialogue, added: “We are delighted to have been selected as content partners by such an iconic brand as Bentley, especially as it heads towards its 100th anniversary in 2019.

“Dialogue’s parent company Archant is similarly steeped in heritage, with more than 170 years’ of driving community experiences in its own right, and we look forward to working with Bentley Motors to develop and enrich its unique, international and highly discerning brand community.”

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