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Formula One appoints first customer marketing agency to drive brand engagement

Formula One rolled out its latest campaign last week

Ogilvy UK has been hired as Formula One’s first customer marketing agency, with a brief to develop and drive consumers to the sport’s engagement programmes.

The appointment forms part of Formula One’s unveiling strategy to provide fans with a more engaging brand experience – one of its key aims since Liberty Media acquired the racing property in 2016.

Ogilvy will be tasked with developing initiatives to promote both the sport and its new over-the-top product, F1 TV.

The first work from the WPP agency will go live later in the spring.

OgilvyOne UK’s managing director, Clare Lawson, said the sport’s “data-driven culture” will play a big part in the brand’s customer engagement strategy.

“Like many sports, Formula One is at the tipping point of making their total customer experience timely, relevant and a journey that is truly worthy of its fans,” she added. “We look forward to making the mission to bring the sport back to its fans a reality.”

Ellie Norman, director of marketing and communications at Formula One, said: “It’s an exciting time for Formula One as we look to place fans at the heart of our marketing and communications strategy more so than ever before.

"Ogilvy showcased throughout the pitch process what it means to have fans truly at the heart of the sport, across all touch points.”

Wieden+Kennedy London, which developed F1’s controversial logo redesign, unveiled the brand’s latest ad last week (16 March). The 2018 campaign is designed to showcase how the sport can overload the senses on a primal level.

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