“Our company, by policy, wants to do a review because we are growing and changing,” said Karen Vonder Meulen, the company's head of corporate communications. PR for Rolls-Royce North America has been handled by Rubenstein for several years. Vonder Meulen said she's “proud of the work” that Rubenstein has done and has invited it to pitch.
The decision on a new agency is expected to come by the end of November.
For the five-figure job, Vonder Meulen said the company is looking to expand its social media offerings and reach out to high-end lifestyle media. All marketing will be handled in-house.
“Rolls-Royce is not just a car: It is like a fine piece of jewelry, and therefore we are looking for nontraditional ways to reach out to all types of media,” Vonder Meulen added. “We are seeking an agency that has multiple media relationships. They don't necessarily need to have automotive experience.”
The price of a Rolls-Royce is in the “sky is the limit” range, as a buyer can order custom work that adds to the final cost. At the base level, Rolls-Royces cost $380,000 for a Phantom; $447,000 for a Phantom drop-head coupe (convertible); and $245,500 for a Ghost, the lower-priced model that launched in 2010. She said most people who own a Rolls-Royce have between eight and 15 other cars of various makes and models.
Rolls-Royce North America has 32 dealers in the US, three in Canada, and one in Mexico.
RFP proposals should be sent to Vonder Meulen and to the attention of Oleg Satanovsky in mid-July.