Bentley

Driving colleague engagement

How do you keep colleagues inspired and engaged at one of Britain’s most extraordinary brands?

The challenge

With its unparalleled 96-year heritage, Bentley is an extraordinary brand in the world of luxury motoring. We faced the challenge of crafting a compelling story for Bentley that would help colleagues understand the business’s direction and ‘live’ the values driving success – the road to 2025. The business needed a creative hook and integrated action plan that together would inspire employees, sustaining focus on the business strategy and values in the context of a volatile and demanding luxury market.

The solution

From day one we immersed ourselves in the world of Bentley, talking to colleagues on the production line in Crewe and in focus groups to understand what makes Bentley extraordinary from a colleague perspective. We used this insight to inform a visual and verbal strategic story rooted in the everyday experience of colleagues. Understanding the colleague experience enabled us to plan an integrated programme of activity, from leadership engagement to team discussion. These activities were specifically designed to involve and engage colleagues, especially those critical to immediate business performance as the business launched game-changing new cars.