Liberty Media Appoints Agencies For F1 Media Rights
Formula One owner Liberty Media has appointed Wavemaker and Brainlabs to run its respective traditional and digital media accounts following a competitive review.
Former Formula One chief executive Bernie Ecclestone had previously handled media-buying himself.
However, the $40m account went up for review last year in a process run by marketing performance analyst Oystercatchers, following Liberty Media’s £6bn acquisition of the brand from CVC Capital Partners.
According to Campaign, the pitch was led by Ellie Norman, Formula One’s head of marketing who joined from Virgin Media earlier this year.
Under the terms of the deal, Wavemaker will assume control of all of the championship’s traditional media-planning and buying, while Brainlabs will handle all digital media.
The news follows Formula One’s decision last year to appoint Wieden+Kennedy to handle a rebranding exercise which recently led to the series introducing a new logo.
The 2018 Formula One season – which will include the new brand, launched at the season-ending Abu Dhabi Grand Prix – gets underway in Melbourne, Australia, on 25th March.
