CASE STUDY 03 / BENTLEY CENTENARY

BENTLEY MULLINER

GLOBAL RELAUNCH + CENTENARY

Repositioning one of the world’s oldest coachbuilding names for a modern global audience across more than 220 Bentley retailers.

ROLE: MULLINER MARKETING / TWO-PERSON TEAM
TEAM: 2 PEOPLE ACROSS ALL FOUR PILLARS
REACH: GLOBAL / 220+ RETAILERS
SCOPE: BRAND RELAUNCH, LIMITED EDITIONS, EVENTS + CONTENT

THE CHALLENGE

1559 HAD TO FEEL RELEVANT NOW.

Protect the history. Make the offer easier to understand and buy.

Mulliner had extraordinary heritage, but the offer had grown complex. We relaunched the brand globally and organised it around four clear pillars: Bespoke, Features, Limited Editions and Coachbuilt.

The work needed to serve customers, retailers and regional teams while still feeling suitably rare, personal and unmistakably Bentley.

220+RETAILERS RELAUNCHED

4DISTINCT BUSINESS PILLARS

3CUSTOMISATION ROOMS

12LIMITED EDITIONS / YEAR

THE STRATEGY

TURN CRAFT INTO A CLEAR COMMERCIAL STORY.

The four pillars made Mulliner easier to explain without making it feel less special.

ARCHITECTURE

Bespoke, Features, Limited Editions and Coachbuilt gave customers and retailers a simple way into the offer.

RETAIL

Global retailer materials and training helped people explain the value of commissioning, not just the options.

EXPERIENCE

Three Mulliner customisation rooms and appearances at major events brought the process closer to customers.

CENTENARY

W.O. Edition and Continental GT Number 9 connected Bentley’s centenary to products people could own.

THE CAMPAIGN SYSTEM

GIVE CRAFT A DARKER EDGE.

For the centenary projects I managed the marketing, video and photography, moved the visual style from clean white studios to a darker classic-car language, and developed the Number 9 handover-box idea.

GIVE CRAFT A DARKER EDGE.

CENTENARY / W.O. EDITION + CONTINENTAL GT NUMBER 9

GLOBAL BRAND RELAUNCHW.O. EDITIONGT NUMBER 9HANDOVER BOXFILM + PHOTOGRAPHYRETAIL TOOLKITSGOODWOODFRANKFURTRETAILER OPENINGS

CENTENARY PROJECTS

THE CENTENARY, MADE TANGIBLE.

I was part of a two-person team working across all four areas of Mulliner. I led the marketing programme for Bentley’s flagship Centenary projects, the Mulsanne W.O. Edition and Continental GT Number 9 Edition, coordinating global marketing, regional teams and retailers.

CAMPAIGN DIRECTION

I built the global marketing plan for the vehicles and managed the photography and film production. I art directed both shoots, moving the work from clean white studios to a darker visual language inspired by classic-car photography.

THE HANDOVER EXPERIENCE

I originated the Centenary handover box and led it from concept to delivery with the Mulliner Design team. I arranged its construction and logistics, curated its contents and arranged the signed certificate of authenticity. The project required close collaboration across design, product, heritage, production, logistics, global and regional marketing, and retailers.

THE RESULT

HERITAGE BECAME A MORE VALUABLE BUSINESS.

Mulliner became the second most profitable part of the business after Branded Goods, contributing more profit than the main Bentley business.

#2PROFIT CONTRIBUTION / AFTER BRANDED GOODS

220+RETAILERS RELAUNCHED

4BUSINESS PILLARS

3CUSTOMISATION ROOMS

12LIMITED EDITIONS / YEAR

2PERSON GLOBAL TEAM

GLOBALEVENT + MARKET SUPPORT

SOURCE: INTERNAL BUSINESS REPORTING / PROGRAMME SCOPE

BRAND ARCHITECTURE, PRODUCT AND EXPERIENCE.

Global brand relaunch. Commercial storytelling. Limited-edition launches. Retail activation. Event integration. Creative production and detailed asset ownership.

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