OgilvyOne nets brief to steer F1 global CRM programme

Formula One is ramping up its strategy to get closer to its estimated 500 million-strong fanbase – and attract new audiences to the sport – by appointing OgilvyOne as its first ever global customer marketing agency.
The agency will work on developing the brand’s CRM programmes and encourage consumers to sign up to F1 TV, the live streaming service which will be available in countries where the local broadcaster has given up its exclusive digital rights under new or renegotiated deals.
The current list includes the US, Germany, Austria, Switzerland and much of Latin America; fans can subscribe to the service for around $100 (£70) for the season.
The appointment of OgilvyOne follows F1’s recruitment of global head of digital and new business Frank Arthofer from Boston Consulting Group and Ellie Norman as director of marketing and communications from Virgin Media.
Norman said: “It’s an exciting time for F1 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 touchpoints.”
OgilvyOne UK managing director Clare Lawson said the sport’s data-driven culture will play a major part in the brand’s CRM strategy.
She added: “Like many sports, F1 is at the tipping point of making its total customer experience timely, relevant and a journey that is truly worthy of its fans. We look forward to making the mission to bring the sport back to its fans a reality.”