Bentley abolishes top PR role in lifestyle refocus

Bentley has scrapped its top global PR role as part of a reorganisation of communications to focus marketing and PR on the lifestyle sector.

Bentley worldwide communications director Sarah Perris left the company last week to work as a freelance PR consultant.

Bentley director of sales and marketing Adrian Hallmark will take direct responsibility for PR and sales and marketing from 1 February.

Hallmark, whose role at Bentley has covered regional PR for the past five years, said: ‘We’ll be changing the way we implement our PR strategy.

‘We have some very exciting things to come in the next five years, following on from the relaunch of the brand, the success of the Continental GT and so on.’

As part of the restructure, three new PR roles have been created, covering corporate, lifestyle and product PR. Hallmark said one post would be an internal appointment, though it was yet to be decided which one.

‘We want to spread our image so that we are less product-centric and expand into more lifestyle and corporate activities,’ he added.

Hallmark said the main PR thrust would be on bringing together ‘partner brands to create exclusivity’ in the lifestyle sector, moving the Bentley brand out of the motoring press and into the consumer/lifestyle media.

He said that a review of all suppliers would eventually take place.

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