Ms. Brink told Ad Age that the incumbent, Jump Co., which has
worked with Nascar since 2005, will be invited to participate. The
St. Louis-based agency will compete against three or four other
Jump most likely faces an uphill battle, as Nascar is looking
for a full-service agency experienced in youth, multicultural (with
a focus on the Hispanic market) and digital marketing, as well as
media planning and events and promotions capabilities. The ideal
agency will also have background in sports, a passion for Nascar
and demonstrated success in leading a transformation at a similar
organization, Ms. Brink said.
"As we started taking a look at our future vision, we took a
look at our evolving needs and realized we need agency resources to
meet those needs," Ms. Brink said. "We want to make sure we have a
class-leading full-service agency."
Ms. Brink said the budget will be "way north" of the $24 million
Nascar spent on measured media in 2011. "But it's bigger than the
fee pay or media dollars against it," she added. "It's a very ripe
place for [the agency] to demonstrate their capabilities to all the
Fortune 500 companies involved with Nascar."
The review follows a five-year plan that Nascar outlined in 2011
with these goals: Build the star power of individual drivers,
increase engagement among children and college-age consumers,
attract a multicultural fan base (specifically Hispanics), craft
more cohesive digital- and social-media strategies, and improve
fans' racetrack experience.
Earlier this year, Nascar renegotiated a deal with Turner under
which Nascar will regain editorial control of its digital- and
social-media properties starting in 2013.
Nascar will begin talking to certain agencies in the coming
weeks but doesn't expect the pitch process to begin in earnest
until June. Ms. Brink said that she hopes to have the agency's new
work in the market for next year's start of Nascar season, in