Motorsport Network appoints Halfspace to drive audience science and data strategy

Media company teams up with agency after extensive pitch process.

Motorsport Network appoints Halfspace to drive audience science and data strategy

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Motorsport Network, the world's largest auto and motorsports media company, has appointed Halfspace – The Signals & Engagement Agency to create and execute data-driven strategies to grow the 30 brands in their network.

Motorsport Network publishes content in 17 languages across its stable of brands including, Autosport, F1 Racing Magazine and connects race fans over digital, print, OTT/VOD, events, eCommerce and more. The company is one of the industry’s largest independent media owners across print, digital and social media.

Halfspace, the new specialist sport, media and entertainment agency from ex-Squawka chief executive and co-founder Sanjit Atwal and ex-WPP and Mediacom Sport executive Rory Maxwell, have been appointed as the result of a competitive pitch process over the past three months. The team will be implementing technology below all consumer touchpoints across Motorsport Network with a goal of collating signals, which their audience science team will then analyse to implement growth strategies.

Rob Paterson, operations director for Motorsport Network said of the appointment: “We're looking forward to working with the Halfspace team on this exciting project which is part of our strategic initiative to be the largest source of live data on the world of motorsport and it's fans."

Halfspace chief executive and founder Sanjit Atwal said: “This is a hugely exciting project for our team and our initial research has already shown multiple growth opportunities for Motorsport Network. Few, if any, agencies are positioned to be able to run a project such as this and we look forward to bringing both technology capabilities and a deep understanding of sports fans in digital to hit our commercial targets for Rob and the team.”

The agency have also announced that media industry veteran Paul Hood has joined the company in the newly created role of VP Motorsports. Previously at Dennis Publishing, Bauer and Haymarket, Hood will work across the Motorsport Network account as well as other projects in the sector.