"They bring quite a bit to the table, but the most significant is the way they structure their buying organization -- from the market level up," said Leonardo Santiago, manager of corporate and investor communications for ISC. "This approach is a vital requirement for our racetracks given their direct relationship with local media and fans across the country."
The agency primarily will handle ISC's media planning and buying. Although most of the company's business is selling corporate marketing partnerships, a DeutschMedia rep said the agency will support partnerships only where appropriate.
ISC is the leading promoter of motor-sports activities in the U.S. It hosts the Nascar season's opening event, the Daytona 500, plus more than 100 other events at its 13 venues across the country. ISC also owns and operates MRN Radio, the largest independent sports radio network in the U.S., and Americrown Service Corp., which provides catering services, food and beverage concessions, and merchandise sales.
ISC spent $874,000 in measured media last year promoting the Daytona 500, according to TNS Media Intelligence.
The company also is a limited partner with Group Motorise International, organizing and promoting events at Circuit Gilles Villenueve in Montreal. In addition, ISC has an indirect 50% interest in Motorsports Authentics, marketing and distributing motor-sports-related merchandise licensed by certain Nascar competitors.