Rolls Royce appoints Engine group to launch “baby” model

Rolls-Royce has appointed the Engine group, led by Partners Andrews Aldridge, to handle the launch of its new “baby” Rolls Royce model, RR4. The group won the business following a pitch against Gyro, IS and Rapier.

Rolls-Royce does not have a formalised roster of agencies, but has worked with Wunderman and the Engine-owned WCRS in the past on a project basis. The latest pitch was handled by the AAR.

WCRS is the agency of record for Rolls Royce’s parent company BMW, with the agency creating an ad campaign for Rolls-Royce last year.

The RR4 is due to launch in the UK next year and is being aimed at corporate buyers.

The agencies will report to Rolls-Royce UK marketing director, Graham Lenden, who joined the company in February.

The luxury car manufacturer reported an increase in orders for new cars by 76% to £45.9bn last year, which it said was fuelled by strong sales in Asia and the Middle East where orders doubled to £20bn.

It is currently preparing to launch its other new model, Phantom Coupe, this year and expand its global presence.

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