Wealth & Finance July 2017

27 July 2017 We worked with UBS to identify the right sponsorship model within F1, a global partnership with Formula One Management, to drive brand awareness in key markets as well as a team sponsorship with Mercedes-AMG Petronas. The latter has been applied to drive tailored, targeted, relevant and highly engaging communications with high net worth individuals (HNWI). Our proposition centred on utilising F1 assets to deliver against key UBS business themes, including strategy, insight & foresight and thought leadership. We worked with Mercedes-AMG Petronas Team Principal Toto Wolff, to deliver a Thought Leadership content series charting his path to success. In addition, we delivered Insight through a longer form documentary piece called the ‘Silver Arrows’ – capturing a behind the scenes look at the Mercedes-AMG Petronas team from the Barcelona GP to Monaco. These content pieces were part of an annual communi- cations plan aimed at reaching our target HNWIs. Our focus for UPS and their partnership with Scuderia Ferrari, has been on developing and delivering an effective business-to-business (B2B) programme. We have positioned UPS as a thought leader in the global logistics sector, through corporate business forums for customers at races, coupled with a strong B2B communications plan to achieve cut- through to SME’s around the world. While the two examples above are, platforms targeted at more niche audiences, the strategy and activation programme we have developed for Diageo and their Johnnie Walker brand, has been firmly targeted at aspirational consumers of a legal drinking age. Johnnie Walker’s team partnerships with McLaren-Honda and Force India, alongside its status as the Official Whisky of Formula, have been leveraged to realise mass sampling and engagement at scale among the brand’s key audience at and away from races. In addition, Johnnie Walker, has utilised its partnerships to deliver Join the Pact, Diageo’s longest running and most successful responsible drinking initiative. The above are all examples of how organisations have used their affiliation with F1 to deliver against very different business goals. It also demonstrates the versatility of F1 as a global sporting property. Part of CSM Sport & Entertainment, with 800 employees, across 25 offices in 19 countries, CSM Motorsport has unrivalled heritage within F1. With over 20 years at the centre of the sport, CSM Motorsport is a full-service specialist motorsports marketing agency with broad capa- bilities in: sponsorship negotiation, strategy & consultancy, marketing communications, creative, social media and content, digital and event marketing. For more information on the opportunities in Formula 1 or the Formula 1 fan segmentation please contact us. Company: CSM Name: Chris Long Email: [email protected] Web Address: www.csm.com Address: 3rd Floor, 62 Buckingham Gate, London, SW1E 6AJ UK Telephone: +44 7779 797 611