Bentley Motors has appointed Global Beach as its interactive marketing agency in a three-year global deal covering all digital customer-facing activities.

Global Beach will deliver strategic, creative and software services in an extensive programme for Bentley's websites, ensuring a more integrated online customer experience.

In addition, Global Beach will be responsible for developing Bentley's e-marketing and digital communication strategy to meet both current and future business needs.

Bentley Motors selected Global Beach as its worldwide partner for these activities following an extensive competitive pitch. This is the first time the automotive manufacturer has chosen one agency to meet its global, online marketing requirements.

Global Beach will deploy its Keycast content and customer management platform to help Bentley gain a thorough understanding of its customer's and prospects' needs. Based on this information, the automaker can develop a more targeted and personalised customer experience.

"We wanted to offer our online customers the same personal and tailored service they have come to expect when they visit our showrooms," said Bentley Motors head of marketing communications Steven Egan. "By adopting a single content management, lead distribution and customer knowledge platform, we will be able to build a holistic view of all our online users and their activities. This will allow us to manage customer enquiries and handling more effectively whilst supporting our dealer network and regional support centres."

"Ultimately, what set [Global Beach] apart throughout the pitch process is their impressive experience in the dealer business and proven strategic expertise, as well as the established systems that will help us to gain a 360 degree view of our customer needs."