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Axalta Signs Bespoke S&E As New Agency Of Record

Axalta has signed Bespoke Sports & Entertainment as its new agency of record after a competitive RFP process. Philadelphia-based Axalta, which has a major presence in NASCAR along with deals in F1 and with the Eagles, had previously been working with HB&M Sports. The company put out an RFP in recent months that also saw GMR Marketing and MKTG enter, before ultimately selecting Charlotte-based Bespoke, run by former GMR execs Greg Busch and Mike Boykin. Bespoke will assist with Axalta’s more than dozen deals in motorsports including with NASCAR and Hendrick Motorsports. Other Bespoke clients include Credit One Bank, Pilot Flying J and Academy Sports & Outdoors.

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