Marketing Analytics and Brand Support

An international oil and gas company called McKinley when they needed a marketing resource to help develop a three-year global motorsports marketing plan for its premier flagship motor oil brand.

The marketing plan would require the evaluation and implementation of the motorsports sponsorships.

The client requested the consultant be an innovative self starter who had a solid understanding of branding/marketing principles, a communications background in the realm of television and digital mediums, an understanding of the motorsports market, and experience evaluating key sponsorships.

Solution

With the project currently ongoing, the consultant has been able to provide value by working hand in hand with the brand manager to review all existing global market research and interview key stakeholders.

The interviews allow them to gain insight by collecting historical information and feedback from all perspectives.  The consultant is also reviewing all corporate global market research related to motorsports.

For the remainder of the assignment, the consultant will be providing global guidance to develop local market-specific strategies and tactics for motorsports sponsorship implementation and activation for the company’s current contract as well as future contracts.