The other finalists were Interpublic Group of Cos.' McCann-Erickson, Troy, Mich., and Wieden & Kennedy, Portland, Ore.
The racing association's last ad campaign, a $7 million national TV and magazine effort, was in spring 1999, done by Balet & Albert, New York, as a project, a CART spokesman said.
The spokesman cited a change in management as part of the reason for the new branding effort, which will arrive next year. He declined to reveal account spending.
The marketer, under the helm of Joe Heitzler, a former CBS Sports executive who became CART's chief executive officer late last year, recently inked a 2002 season broadcast deal with CBS and Fox's Speedvision cable network. CART, which is broadcast on ABC and ESPN, has been in a ratings slump.
The marketer has also experienced attendance declines in some markets.