DAYTONA BEACH, Fla. (July 19, 2012) – NASCAR today concluded a comprehensive agency review that spanned nearly four months, by selecting Ogilvy & Mather as Agency of Record (AOR) to service the sport’s evolving advertising and marketing needs. The agency will help NASCAR and the industry to execute a Five-Year Industry Action Plan to engage and excite existing fans, while creating new ones.
NASCAR embarked on a review to secure a class-leading, full-service advertising agency in early 2012 in order to expand the sport’s marketing efforts and provide an integrated solution to help NASCAR grow its audience in Youth, Gen Y and Hispanic. As AOR, Ogilvy & Mather’s responsibilities will also include target segmentation, brand vision/storytelling, media strategy, promotions and support for the growing NASCAR Digital team.
NASCAR received 110 inquiries and 75 sets of credentials from a host of agencies of all sizes and expertise. The list was carefully analyzed and narrowed to a field of fewer than 10 firms, each of which were visited by a cross-functional team of executives from key business areas across NASCAR. In June, a trio of finalists – Leo Burnett, Ogilvy & Mather and McCann Erickson North America – presented to a group of senior leaders, including NASCAR Chairman and CEO Brian France.
“Significant changes in our ecosystem impacted how we deliver our message and position our brand to existing fans while increasing the appeal of NASCAR to new audiences,” said Kim Brink, NASCAR managing director of brand, consumer and series marketing. “We were thoroughly impressed with the caliber of all three finalists; but Ogilvy’s consistency, creativity and dynamic leadership were the key differentiators. We’re delighted to join the agency’s roster of big consumer brands.”
“We view NASCAR as a lighthouse brand,” said John Seifert, chairman and CEO of Ogilvy & Mather North America. “The sport blends marquee stars, jewel events, and some of the fiercest competition on the planet with an intricate ecosystem comprised of historic tracks and compelling personalities. From the beginning of the agency review process, it was clear to us that NASCAR was looking for a true business partner. We firmly believe that NASCAR is a valuable tool in the marketing mix and a place where big brands get high return on investment. We couldn’t be more proud to add the sport to our portfolio of global brands.”
Ogilvy & Mather will complete a comprehensive on-boarding process in 2012, as the agency prepares to help NASCAR launch a new brand platform at the 55th running of the Daytona 500 in February 2013.
The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for one of North America's premier sports. NASCAR races are broadcast in more than 150 countries and in 20 languages. In the U.S., races are broadcast on FOX, TNT, ABC/ESPN/ESPN2, SPEED, MRN Radio, PRN Radio and SiriusXM Satellite Radio. NASCAR fans are among the most brand-loyal in all of sports, and as a result more Fortune 500 companies participate in NASCAR than any other sport. NASCAR consists of three national series (the NASCAR Sprint Cup Series, NASCAR Nationwide Series, and NASCAR Camping World Truck Series), four regional series, and one local grassroots series, as well as three international series. Also part of NASCAR is GRAND-AM Road Racing, known for its competition on road courses with multiple classes of cars. NASCAR sanctions more than 1,200 races at 100 tracks in more than 30 U.S. states, Canada, Mexico and Europe. Based in Daytona Beach, Fla., NASCAR has offices in eight cities across North America. The next NASCAR Sprint Cup Series race, the Crown Royal Presents the Curtiss Shaver 400 at the Brickyard powered by Big MachineRecords.com at Indianapolis Motor Speedway, will air July 29 on ESPN at 1 p.m. ET, with coverage starting at noon with “NASCAR Countdown” on ESPN. For more information and a complete schedule, visit www.nascar.com. Follow NASCAR on www.facebook.com/NASCAR or on Twitter: @NASCAR.
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow us on Twitter at @OgilvyWW and on Facebook.com/Ogilvy