Williams F1 set to overhaul online positioning through Rufus Leonard appointment


By The Drum Team | Editorial

October 30, 2012 | 2 min read

British Formula One team Williams F1 is set to overhaul its online positioning with the appointment of Rufus Leonard to enhance its user experience across a number of digital channels.

The project will see the agency work on the strategy, user experience, design and build across online and mobile for the entire digital estate including the F1 team, Williams Advanced Engineering, Williams Hybrid Power and Conference Centre, and external partner online destinations.

Rufus Leonard has been charged with the creation of personalised, relevant and targeted content which will go live ahead of next year’s F.I.A. Formula One season.

Claire Williams, director of marketing and communications at Williams F1, explained: “We're developing our web estate with Rufus Leonard to provide us with a creative and unique digital experience which puts the user first. As a high performance and innovative business, we always look to align with other companies who share these values."

Lindsay Wall, client services director at Rufus Leonard, added: “We’ve been given the creative licence to help transform the brand online ensuring that the first family of British racing is a world leader in digital experience.”

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Rufus Leonard

Rufus Leonard is an independent agency who builds category-defining service brands through design & technology. We act as the catalyst for service brands with the desire to be foremost, standard-setting, and first choice. Our services help brands define their unique promise then – crucially – deliver it across how they think, look and speak, how they interact with customers, how they harness innovations, and how they rally their people. We’ve been helping service brands retain, regain or define their categories for over 30 years, including British Gas, BBC, Lloyds Banking Group, Pinsent Masons, British Red Cross, The Gym Group, The Student Hotel, and London Business School.

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