Atomic London lands £5m Bentley account

Bentley: hired Atomic London
Bentley: hired Atomic London

Atomic London has picked up the estimated £5 million Bentley advertising account after a competitive pitch.

The Volkswagen-owned marque approached agencies directly in January to invite them to pitch for the brief, which covers mainly dealer and direct marketing, events and regional advertising.

Atomic pitched against McCann London, Adam & Eve/DDB and the incumbent, Connect Group, which had worked on the business for more than a decade.

Adam & Eve/DDB holds the bulk of the VW group business. Last year, it strengthened its grip on the account by picking up VW Commercial Vehicles.

Bentley’s rival luxury car brand Rolls-Royce is also reviewing its advertising, which is handled by Partners Andrews Aldridge, in a process managed by AAR.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free