capabilitiesBUSINESS-TO-BUSINESSIt’s who you know. The hidden gem of motorsportsmarketing is how smart br<strong>and</strong>s turn sponsorshipsinto au<strong>the</strong>ntic partnerships. We help our clientsspark business-to-business relationships that work.As an agency we have created some of <strong>the</strong> mostmutually beneficial partnerships in motorsports.EXPERIENTIAL MARKETINGFrom creating <strong>the</strong> concept, to building it, tologistics – our experiential marketing departmen<strong>the</strong>lps br<strong>and</strong>s touch millions of consumers bothat <strong>and</strong> away from tracks. The success of ourexperiential ideas <strong>and</strong> operations <strong>com</strong>e fromdecades of motorsports experience that we put towork for our clients.COMMUNICATIONSAt <strong>the</strong> heart of great marketing campaigns lies awell planned integrated <strong>com</strong>munications strategy.Big ideas <strong>and</strong> original content <strong>are</strong> what we loveto create. Our <strong>com</strong>munications expertise inmotorsports brings <strong>the</strong>m to life in an environmentwe know best.SOCIAL MEDIASocial media, it’s revolutionizing <strong>the</strong> way peopleinteract with live sports. Our social media practicegoes beyond simply creating <strong>and</strong> managingcontent. Research, strategy, execution, <strong>and</strong>measurement help foster <strong>the</strong> type of interactionthat fans crave <strong>and</strong> br<strong>and</strong>s value.DESIGNWe design to champion <strong>and</strong> celebrate a br<strong>and</strong>through motorsports. Whe<strong>the</strong>r core creative, carpaint schemes <strong>and</strong> liveries, marketing collateral,a race logo or track signage; it takes motorsportsdesign experience to brea<strong>the</strong> visual life into eachelement of a motorsports marketing campaign.SPONSORSHIP NEGOTIATIONWe negotiate superior deals that deliveroutst<strong>and</strong>ing value. Experience <strong>and</strong> relationships<strong>are</strong> <strong>the</strong> foundation of our performance <strong>and</strong> wehave a portfolio that proves our track record. Ourexecutive team is at <strong>the</strong> forefront of <strong>the</strong> industry<strong>and</strong> focused on client value.DIGITALMotorsports marketing is undergoing a digitalrevolution <strong>and</strong> it’s changing <strong>the</strong> way br<strong>and</strong>s reachconsumers. We have <strong>the</strong> information, experience<strong>and</strong> expertise to guide br<strong>and</strong>s through <strong>the</strong> digitalmotorsports journey <strong>and</strong> apply relevant solutionsthrough web, social <strong>and</strong> mobile channels.EVENT MARKETINGA perfect day at <strong>the</strong> track <strong>com</strong>es from knowinghow to organize <strong>and</strong> execute a magical experience.From driver appearances, pit tours, catering,shuttles, <strong>and</strong> entertainment – <strong>the</strong>se aspects, alongwith travel <strong>and</strong> tickets, require years of experience,planning <strong>and</strong> <strong>the</strong> expert knowledge of JMI.STRATEGY & CONSULTANCYWhe<strong>the</strong>r providing insights for current clients orreviewing a corporation’s sponsorship investments,we leverage years of research, data <strong>and</strong> analyticstwinned with industry knowledge to ensure everyconcept is on br<strong>and</strong>, on strategy <strong>and</strong> on target.63
DAVID WEBBPRESIDENT, INTERNATIONALfootprint; in 2002 only 12 percent of races were inAsia, today it boasts 40 percent of <strong>the</strong> calendar.The series will <strong>com</strong>plete BRIC representation in2014 with <strong>the</strong> addition of Russia, which will alsobode well for <strong>the</strong> series’ global marketability.As soon as I started at JMI, I realized it’s all about<strong>the</strong> people. We wouldn’t be able to acquire <strong>and</strong>retain our clients if we didn’t have <strong>the</strong> best people.Our <strong>com</strong>pany is filled with enthusiasm, class,energy <strong>and</strong> passion, which create a fantasticatmosphere to work in.The type of sponsor has changed consistentlyover <strong>the</strong> years <strong>and</strong> it’s interesting to see <strong>the</strong>trends in F1. Sponsorship is cyclical <strong>and</strong> wenow see more FMCG <strong>and</strong> CPG br<strong>and</strong>s – CLEAR,Johnnie Walker, Lucozade, MaxiMuscle <strong>and</strong>Rexona – investing in motorsports. This lifecycleWe have witnessed a renewed focus by br<strong>and</strong>sinvolved in sports sponsorships. The recession iscontinuing to play out, budgets <strong>are</strong> being closelyexamined <strong>and</strong> strategy alignment is essential.Br<strong>and</strong>s now have to align much tighter to gainof br<strong>and</strong>s proves that F1 is an enduring marketingplatform. Having touched every industry whileproviding our experience <strong>and</strong> expertise efficiently,reaching 187 territories through F1, we believe it’sjust <strong>the</strong> tip of <strong>the</strong> iceberg.integrate a br<strong>and</strong> in a meaningful <strong>and</strong> naturalthat return on investment <strong>and</strong> as a <strong>com</strong>panywe recognize this <strong>and</strong> deliver. The days of justputting a decal on a car <strong>are</strong> gone; it is now atailored solution due to <strong>the</strong> growing number of<strong>com</strong>munication channels.Future trends for F1 <strong>are</strong> likely to involve healthc<strong>are</strong><strong>and</strong> increased automotive interest, which is atestament to <strong>the</strong> power of motorsports <strong>and</strong> <strong>the</strong>opportunities it can provide. I’m proud to beinvolved with <strong>the</strong> industry leader in motorsportsJON FLACKCOO & PRESIDENT, AMERICASway. Four out of five casual fans, for example,can recall <strong>the</strong> sponsors of <strong>the</strong>ir favorite drivers.Building on endemic fan loyalty means we <strong>are</strong>able to activate through <strong>the</strong> performers <strong>and</strong> tell abr<strong>and</strong> story that has substance <strong>and</strong> au<strong>the</strong>nticity;one reason why two out of three fans accept thatdrivers use <strong>the</strong> products <strong>the</strong>y endorse.Formula 1 TM is set up for growth; it is a<strong>com</strong>mercially focused property <strong>and</strong> I don’t believe<strong>the</strong>re is ano<strong>the</strong>r sport that is able to offer partners<strong>the</strong> exposure to such great assets. Over <strong>the</strong> pastdecade F1 has exp<strong>and</strong>ed its geographic racemarketing <strong>and</strong> look forward to seeing us grow.Why, in <strong>the</strong> gr<strong>and</strong> scheme of sportingThird, <strong>the</strong>re is a plethora of assets availablesponsorships, in which br<strong>and</strong>s can link <strong>the</strong>mselvesthrough motorsports, offering br<strong>and</strong>s rich contentto <strong>the</strong> likes of soccer, <strong>the</strong> Olympics, <strong>the</strong> NFLthat works across a number of platforms. NASCAR,or NBA to name a few, do 30 percent of topfor example, is a series that is responding well tobr<strong>and</strong>s choose to invest in <strong>and</strong> market through<strong>the</strong> digital <strong>and</strong> social media agendas, which willmotorsports? It’s a question we’re asked allposition it strongly for <strong>the</strong> future. As a series that<strong>the</strong> time, <strong>and</strong> while we passionately believe inknows its fans <strong>and</strong> sponsors intimately, NASCARmotorsports as a marketing platform, simplehas continued to make positive moves for both.passion is not <strong>the</strong> answer CMOs <strong>are</strong> seeking.Their efforts were validated by <strong>the</strong> announcementThe answer to ‘why motorsports?’ is essentiallythreefold. First, <strong>the</strong>re is globalization inmotorsports. Fans <strong>and</strong> consumers across <strong>the</strong>Americas, Europe, Asia, Middle East <strong>and</strong> BRIC<strong>are</strong> accessible through a mixture of motorsportscategories. We have watched <strong>the</strong> shift to newmarkets over <strong>the</strong> past decade as <strong>the</strong> internationalseries have exp<strong>and</strong>ed <strong>the</strong>ir reach to audiencesbeyond <strong>the</strong>ir traditional fan bases.in late 2012 of an extended broadcast contract withFOX at an increased valuation.At JMI we work hard to underst<strong>and</strong> our sport’s<strong>and</strong> our clients’ audiences. We do this across allseries <strong>and</strong> in all markets to create assets thatdrive customized, creative marketing solutions forbr<strong>and</strong>s <strong>and</strong> corporations. That is what drives ourpassion for motorsports marketing <strong>and</strong> that is whatleads 30 percent of br<strong>and</strong>s to choose motorsports65as a marketing platform.Secondly, motorsports offers an opportunity to