Formula One owner Liberty Media has appointed WPP-owned Wavemaker and Brainlabs to handle the global motorsport championship’s traditional and digital media rights respectively.
Formula One, which handled its media in-house under previous owner Bernie Ecclestone, put the US$40 million account up for review last year in a process run by marketing performance analyst Oystercatchers.
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 gets underway with the Australian Grand Prix in Melbourne on 25th March.