The review had five finalists, including Be Spoke said Kristina Marchitto, head of corporate communications in North America for Rolls-Royce. She declined to name the other agencies, but said the luxury car company's incumbent agency for the last several years has been Rubenstein.Marchitto said Be Spoke was selected because of its “deep understanding of the luxury category, as well as the lifestyle and business media landscape.”
The specialty unit was also chosen because of its “standing within the larger MSLGroup,” giving it the “creativity and connections” of a boutique agency along with deeper resources within the MSL network, she explained. MSL is a part of the Publicis Groupe agency holding company.
Be Spoke will elevate Rolls-Royce's image and reputation in North America by engaging media outlets and influencers, as well as helping with regional events.
Rolls-Royce, which is a wholly owned subsidiary of BMW, hopes to take the brand to “untapped territories and reach new customers" with the help of Be Spoke.Marchitto said the company is not tapping into social media at the moment, but is planning on penetrating that space in the near future.
The account is being spearheaded by the specialty offering's SVP and director Stephen Millikin and led on a daily basis by Erin Wolf Valich, Be Spoke's VP of beauty,