Fifty, the audience tech and media services company that helps marketers turn a deep, proprietary understanding of their audiences into smarter, faster media and marketing decisions, announced a new 12-month licence agreement with Bentley Motors. The agreement gives the luxury auto brand access to Fifty’s audience intelligence platform, including its newly launched AudienceAI Assistant, to support its global audience strategy.
The initial phase of the work will help Bentley develop a deeper understanding of the audiences, interests and cultural communities connected to the brand. This includes the car enthusiast culture closest to the brand, adjacent cultural spaces such as fashion, music and hospitality, and wider audiences that could shape the brand’s future relevance and desirability.
Bentley will use this intelligence to explore marketing opportunities across partnerships, ambassadors, media targeting and social strategy, while helping central and in-market marketing teams identify relevant audiences and cultural opportunities across Bentley’s approximately 60 global markets.
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Rather than relying on generic AI models based on broad internet data, the Fifty platform creates a custom digital map of the audiences that matter to each brand. Using Fifty’s modelled behavioural dataset, it organises audiences into distinct interest-based communities, known as “Tribes”, and reveals the brands, publishers, influencers, media channels and cultural interests connected to them.
At the heart of the Fifty platform is AudienceAI Assistant, which provides a natural-language interface through which marketers can explore this intelligence, ask questions and investigate potential opportunities. This enables Bentley teams to test questions, explore audiences and uncover insights while continuing to apply the experience and local knowledge of its internal teams and agency partners.
For Bentley, the Fifty platform provides a single, always-on source of audience intelligence available to marketing teams across global markets. Teams can explore their audience models directly to support campaign planning, brand positioning and future product narratives, including Bentley’s transition towards electric vehicles, without needing to commission research for every new question.
The new agreement builds on an eight-year relationship between Bentley and Fifty. Previous work helped Bentley understand its audiences across areas including technology, property, audio and music. The introduction of AudienceAI Assistant represents the next evolution of this collaboration, making years of audience intelligence more accessible to teams around the world.
Simon Shaw, CEO and Founder of Fifty, said: “Bentley has always understood the importance of culture and community in building a modern luxury brand. Our role is to help make that strategy tangible, measurable and usable across markets. By combining a custom audience map with AudienceAI Assistant, Bentley can explore partnerships, ambassadors, media and cultural opportunities against one consistent audience framework. This gives its global and local teams a stronger evidence base for decision-making, without replacing the experience and judgement already within the business and its partners.”
Ben Whattam, Marketing Director at Bentley Motors, said: “Bentley’s brand is built on emotion, so understanding the people and communities we want to engage is critical. We want to validate our strategy across car culture, the cultural spaces connected to it and wider audiences that could be important to Bentley in the future. Fifty’s platform gives us a more tangible and evidence-led way to explore those audiences, identify relevant opportunities and support our teams and partners across global markets.”
AudienceAI is the latest addition to the Fifty platform, which also includes intelligent omnichannel planning and real-time performance dashboards. Together, these tools help brands reduce risk, optimise campaign effectiveness and understand and activate their audiences with greater confidence before a campaign goes live.
