Rolls-Royce has hired its first advertising agency in America. The task for the agency is to create a new, younger image for the car that is a cliché for wealthy, old men with chauffeurs.
The company believes its appeal to well-heeled, older buyers remains strong, but Rolls-Royce wants to capture younger, affluent drivers as well. Word is that the agency is likely to utilize a lot of live, promotional events, as opposed to traditional media advertising.
