The Goodwood Group is strengthening its relationship with agency Ark, which has first appointed to handle Goodwood Revival late last year, as part of a major international expansion strategy.
Having delivered the creative strategy and consumer campaign behind for 2026 event (pictured), the partnership now develops further as Goodwood looks to the US for the first time; last week it announced the Goodwood Road Racing Club of America (GRRC), a California-based membership offering launching in 2027.
Founded nearly 30 years ago, the GRRC is at the heart of Goodwood’s motorsport community, and its US expansion marks the first time Goodwood has taken one of its properties international. The new US club is supported by founding patrons Sir Jackie Stewart, Mario Andretti and Richard Petty.
The relationship between Goodwood and America stretches back more than two centuries to the 3rd Duke of Richmond’s support for American Independence, through to the American drivers who have long been central to Goodwood’s motorsport heritage.
As Goodwood’s ambitions become more international in scope, Ark’s senior team brings first-hand experience of building brands across borders.
Ark co-founder Mike Wilton was managing director of M&C Saatchi LA, before joining Anomaly, where he led global brands including Unilever, Mini, Uber, Coca-Cola and PokerStars. Meanwhile, co-founder Mat Goff was CEO of Adam & Eve DDB New York before joining forces with Wilton, having previously overseen PlayStation, Peloton and Heineken during his time there.
The wider team – including strategy partner John deGraft-Johnson, production partner Hannah Needham, and creative partners Xander Hart and Edward Usher – has led work on a number of global accounts throughout their careers, such as Playstation, Google, Spotify, Eurostar, Amazon and the International Paralympic Committee.
Ark’s remit with Goodwood is a holistic one, spanning brand strategy and positioning through to creative design and communications strategy, rather than a purely advertising brief.
Goodwood director of group marketing and PR Hannah Corkish said: “Ark has been a fantastic partner since its appointment to Goodwood Revival, bringing fresh creative thinking and a deep understanding of what makes Goodwood unique. As we take our first steps into the US, having a team with proven international experience and a shared ambition for the brand gives us real confidence for the opportunities ahead.”
Mike Wilton added: “Our partnership with Goodwood started with a shared love of storytelling and craft, and it’s brilliant to see that relationship grow as Goodwood looks beyond the UK for the first time.
“Bringing the spirit of Goodwood to American audiences is an exciting creative challenge, and one our team – with real experience of building brands on both sides of the Atlantic – is ready for. This is just the beginning of what we hope will be a long and ambitious partnership.”
Picture credit: PA Media
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