NASCAR today named Ogilvy & Mather its agency of record, choosing it over Leo Burnett and McCann Erickson in a four-month process to identify a new creative agency for the sport. Ogilvy & Mather replaces Jump Company, which handled the sport’s creative for the last 10 years. The agency will be tasked with developing creative that addresses NASCAR’s five-year action plan, which is focused on attracting youth and multi-cultural fans and engaging existing fans. It will develop a new “brand platform” ahead of next year’s Daytona 500, a NASCAR release said.
The sanctioning body reviewed 110 submissions to become its agency of record. NASCAR Managing Dir of Brand & Consumer Marketing Kim Brink led the review, with heavy involvement from Senior VP & CMO Steve Phelps and Chair & CEO Brian France. In a statement Ogilvy CEO John Seifert said, “We view NASCAR as a lighthouse brand. ... We couldn't be more proud to add the sport to our portfolio.” The agency has done work with IBM, Ford, American Express, the Tribeca Film Festival and the '10 FIFA World Cup.
