Ogilvy & Mather was selected as the new ad agency of record for NASCAR, to promote the sport’s evolving advertising, and marketing needs. The international conglomerate, mega-agency will execute a five-year industry action plan, to engage existing fans, and to attract new fans.
Ogilvy & Mather is the winner from a host of agencies that sent to NASCAR over 100 inquiries and 75 sets of credentials. Among the finalists Leo Burnett, Ogilvy and Mather and McCann Erickson North America competed in June in front of a group of senior leaders from NASCAR.
Kim Brink, NASCAR US managing director of brand explained that all finalists had excellent proposals, but Ogilvy impressed through consistency, creativity and dynamic leadership. For NASCAR it’s imperative to position the brands in front of existing fans and to increase appeal to new audiences, and Ogilvy understood that NASCAR was looking for a business partner, and not just a PR representative.
“We firmly believe that NASCAR is a valuable tool in the marketing mix and a place where big brands get higher return on investment. We couldn’t be more proud to add the sport broad portfolio of global brands,” said John Seifert, chairman and CEO of Ogilvy & Mather North America.
Ogilvy & Mather will complete a comprehensive on boarding process as the agency prepares to help NASCAR launch a new brand platform. They are expected to work closely with Taylor Public Relations/Taylor PR on a full-scale advertising, marketing & PR program for NASCAR.
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