Indianapolis Motor Speedway (IMS) has hired OR-based
Wieden & Kennedy to "get a buzz going about the IRL,"
according to Bill Koenig of the INDIANAPOLIS STAR-NEWS.
This is the first time IMS has hired an ad agency and IMS
Exec VP Jeff Belskus said, "We view this as a very
aggressive move. We feel we need to accomplish some things
in terms of awareness. ... We're feeling the need to push
some things up to a higher level." Wieden & Kennedy Dir of
Account Services Ben Kline: "(Indy) is one of the greatest
brands in the world. It's a cool brand. That's what got
our attention." Kline said that the agency "already has
ideas for the IRL," including building drivers' name
recognition. Terms of the deal were not disclosed. IMS
also hired IL-based PR firm Golin/Harris to further its
awareness campaign (INDIANAPOLIS STAR-NEWS, 11/23).
NOTES: SPORTSBUSINESS JOURNAL's Andy Bernstein reports
that MCI is "considering an increased commitment" to the
IRL. The company is "awaiting budgetary approval" to join
the IRL's "promotional partner program," which would include
more ad inventory (SPORTSBUSINESS JOURNAL, 11/23 issue).
...Cale Yarborough Motorsports is "shutting down," as it
can't find a sponsor. Cale Yarborough: "I just don't have a
sponsor and can't operate." Yarborough said that Thorn
Apple Valley had to end its three-year deal with Yarborough
after one season due to overseas losses (AP, 11/21).
