Formula One appoints Ogilvy UK to drive brand engagement

Global motorsport series agrees deal with marketing agency.

Formula One appoints Ogilvy UK to drive brand engagement

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Formula One has appointed Ogilvy UK to serve as its first official marketing agency as part of its effort to grow commercial operations.

Ogilvy, which is part of the WPP group, will develop customer engagement programmes to drive engagement with the global motorsport series and membership of the championship’s new over-the-top (OTT) digital broadcast platform, F1 TV.

The agreement comes a week after Formula One launched its first global marketing campaign as part of a push to promote itself to new and existing motorsport fans, and includes new imagery, a new tagline and a hero film featuring six ‘superfans’ of the sport.

The appointment forms part of Formula One’s strategy to provide a more engaging brand experience, which has been one of its key aims since Liberty Media acquired the racing property in 2016.

Ellie Norman, director of marketing and communications for Formula One, said: “It’s an exciting time for F1 as we look to place fans at the heart of our marketing and communications strategy more so than ever before. Ogilvy showcased throughout the pitch process what it means to have fans truly at the heart of the sport, across all touchpoints.”

Clare Lawson, managing director of OgilvyOne UK, added: “Like many sports, Formula One is at the tipping point of making their total customer experience timely, relevant and a journey that is truly worthy of its fans. What’s more, the data driven culture of the sport means that the unique engagement points are endless. We look forward to making the mission to bring the sport back to its fans a reality.”

The new Formula One season begins with the Australian Grand Prix in Melbourne this weekend.