Ogilvy is tasked with throwing NASCAR stereotypes in reverse

02/18/2013 | New York Times (tiered subscription model), The

NASCAR is racing after younger, urban and more multicultural fans. John Seifert, chairman and CEO at Ogilvy & Mather, NASCAR's agency since July, described it is "a client who wants to transform itself and not be irrelevant in the future." Changes in the brand's direction include more emphasis on online, including Fantasy NASCAR, and more Spanish-language commercials, featuring drivers such as Juan Pablo Montoya. Commercials emphasize the personality of the drivers as well as the strategies they utilize, in an effort to ditch the sport's "redneck" stereotype.

View Full Article in:

New York Times (tiered subscription model), The

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Digital Ad Operations Specialist
Crain Communications
Nationwide, SL_Nationwide
Senior Manager, Marketing
IAB
New York, NY
Sr. Product Marketing Manager
TRUSTe
San Francisco, CA
Director Business and Legal Affairs
The Weather Channel
Atlanta, GA