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Hangin' With ... JMI Senior Vice President Of Marketing Communications Tim Bampton

TIM BAMPTON is the senior VP of marketing communications at JMI. In his position, he is in charge of JMI's 25-member global marketing communications team. The team, which is spread out across the agency's various office locations, tries to apply "global thinking at a local level," according to its website. Prior to joining JMI, Bampton owned and ran a communications agency. He recently talked to SBD Global about F1's sponsorship appeal, industries targeting the sport and the impact of its move toward pay-TV.

On what makes F1 attractive for sponsors ...
Tim Bampton: F1 is a huge marketing platform, and it has something for everybody. It has many attributes. It’s a sports and entertainment property that offers a range of possibilities when it comes to brands becoming involved in the sport, whether that’s on a global partner, race title partner or team sponsorship level. There’s a multitude of options available. It provides a very strong communications platform for a variety of brands which all have different objectives, different business objectives they are seeking to address. We work very hard on identifying exactly what that partner is seeking to achieve. What are their business objectives? What is their strategy? And what are their business challenges that Formula One can help them answer. That’s the major concern, irrespective right now of the landscape where some of the teams are challenged.

On the impact struggling teams have on sponsorship interest ...
Bampton: The important piece for sponsors is to understand where Formula One is as a sport overall and then within that what property can enable them to achieve their business objective. That’s really where the focus is. That doesn’t necessarily mean that particular issues around teams are right at the top of the mind. The current sponsors in the sport understand the sport pretty well. It may mean new sponsors look a little bit more carefully but not necessarily different at the analytics at this stage.

On the advantages of global F1 partnerships ...
Bampton: Those partnerships bring significant visibility on a regular basis. If you are about brand awareness or reinforcing a global brand those partnerships are incredibly powerful. They bring enormous visibility on a regular basis. Of course there is also the association with the sport of Formula One, but fundamentally it’s about the presence on a global TV audience.

On the effect F1's move toward pay-TV has on sponsorships ...
Bampton: Potential new sponsors look much harder at those sorts of data points. I don’t know if it will change their appetite for the sport, but it might change what they are prepared to pay. I don’t think it’s driving sponsors away. I think it is making them look closer and longer. It’s probably making brands outside the sport look a bit closer and longer, but I don’t think it fundamentally drives them away from the sport. They just may engage at a different level. There will always be brands that come in and take a very aggressive position from a global perspective, irrespective of those things because they have the confidence as marketers to make it work. The big sponsors and the big brands going into F1, they make it work hard for them and they take quite a degree of ownership of their program. They drive the agenda quite a lot, and they don’t rely on outside forces to influence that more than they need to.

On social media as a communications tool ...
Bampton: Social media, like in all sports, is increasingly important for brands in F1. We all know pretty well now that the engagement level of sport consumers trends above those of the average social user, so it’s a natural communications channel for brands to their audiences. When it’s well-executed, it does provide authentic links between the sport and the people who have a passion for that sport. The secret is to create a dialog that is authentic and meaningful but also has a measurable impact from a brand perspective at least.

On what industries have an appetite for F1 ...
Bampton: At any time, there are a number of brands that are looking at Formula One. There’s no shortage of interest. The interest levels continue to come from categories such as consumer electronics, insurance and pharmaceutical.

Hangin' With runs each Friday in SBD Global.

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