Formula 1 today announces it has entered into independent partnerships with leading media agencies, Wavemaker and Brainlabs. These partnerships, the first of their kind for the sport, will support Formula 1’s commitment to grow its fanbase and increase engagement among key audiences.
Wavemaker will provide lead support on Formula 1’s global brand campaign, working to further reengage its current customer base as well as connect the brand to a new, younger target audience across 90 international markets.
Brainlabs will work alongside Wavemaker on Formula 1’s performance marketing, helping to grow the momentum behind its paid strategy across digital channels around the world.
Throughout 2017, the new Formula 1 management team has focused its efforts on strengthening the sport’s commercial arm as it aims to broaden its appeal to new and more digitally engaged audiences.
These appointments represent the latest step in this expansion plan, as Wavemaker and Brainlabs join communications agency, Edelman and creative outfit, Wieden+Kennedy to support Formula 1. The pitch process and appointments were handled by Oystercatchers.
Ellie Norman, Director of Marketing, Formula 1 said: “These new partnerships with Wavemaker and Brainlabs will support our strategy of making Formula 1 a truly global media and entertainment brand with the soul of a race car driver, as we continue to position the sport as being ever more fan-centric. Both Wavemaker and Brainlabs are standout agencies in their respective fields as curators of engaging content that resonates with its target audiences. Selected for their flexibility and versatility, passion for the Formula 1 brand and bespoke approaches, these agencies will be valuable strategic partners as we look towards the 2018 season and our continued ambition to be more mobile and digital led.”
Alex Altman, President of Wavemaker Global Client Operations, said: “We can’t wait to start our journey with Formula 1 and are looking forward to helping them ignite a much greater level of engagement among existing and untapped fans, as well as connecting with younger audiences.”
Daniel Gilbert, Brainlabs CEO, said: “We’re going to supercharge Formula 1’s performance marketing worldwide across paid digital channels.Our industry leading in-house tech and team of software developers will certainly be aiming to getFormula 1 into pole position in their mission to become digital leaders in the modern world of globalsport.”
About Formula 1®
Formula 1® racing began in 1950 and is the world's most prestigious motor racing competition, as well as the world's most popular annual sporting series. The 2018 FIA Formula One World Championship™ runs from March to November and spans 21 races in 21 countries across four continents. Formula One
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