Daytona Beach, U.S.A. – NASCAR have concluded a comprehensive agency review that spanned nearly four months, by selecting Ogilvy & Mather as Agency of Record (AOR) to service the sport’s evolving advertising and marketing needs. The agency will help NASCAR and the industry to execute a Five-Year Industry Action Plan to engage and excite existing fans, while creating new ones.

NASCAR embarked on a review to secure a class-leading, full-service advertising agency in early 2012 in order to expand the sport’s marketing efforts and provide an integrated solution to help NASCAR grow its audience in Youth, Gen Y and Hispanic. As AOR, Ogilvy & Mather’s responsibilities will also include target segmentation, brand vision/storytelling, media strategy, promotions and support for the growing NASCAR Digital team.

NASCAR received 110 inquiries and 75 sets of credentials from a host of agencies of all sizes and expertise. The list was carefully analyzed and narrowed to a field of fewer than 10 firms, each of which were visited by a cross-functional team of executives from key business areas across NASCAR. In June, a trio of finalists – Leo Burnett, Ogilvy & Mather and McCann Erickson North America – presented to a group of senior leaders, including NASCAR Chairman and CEO Brian France.

“Significant changes in our ecosystem impacted how we deliver our message and position our brand to existing fans while increasing the appeal of NASCAR to new audiences,” said Kim Brink, NASCAR managing director of brand, consumer and series marketing. “We were thoroughly impressed with the caliber of all three finalists; but Ogilvy’s consistency, creativity and dynamic leadership were the key differentiators. We’re delighted to join the agency’s roster of big consumer brands.”

“We view NASCAR as a lighthouse brand,” said John Seifert, chairman and CEO of Ogilvy & Mather North America. “The sport blends marquee stars, jewel events, and some of the fiercest competition on the planet with an intricate ecosystem comprised of historic tracks and compelling personalities. From the beginning of the agency review process, it was clear to us that NASCAR was looking for a true business partner. We firmly believe that NASCAR is a valuable tool in the marketing mix and a place where big brands get high return on investment. We couldn’t be more proud to add the sport to our portfolio of global brands.”

Ogilvy & Mather will complete a comprehensive on-boarding process in 2012, as the agency prepares to help NASCAR launch a new brand platform at the 55th running of the Daytona 500 in February 2013.

Image Courtesy of   Photo Works / Shutterstock.com

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The Kroger Co. and the USO are strengthening their partnership with a fresh campaign to support men and women in the armed forces and their families.

In conjunction with the Daytona 500 celebration on Sunday, Feb. 26, Kroger will launch ‘Honoring OurHeroes’, a year-long initiative to raise funds for members of our armed forces in partnership with the USO, the leading organization for morale-boosting programs and services for American troops and their families. This is the second year Kroger is sponsoring Honoring Our Heroes.

Thirteen Kroger associates from across the company will join in presenting a $1.5 million donation to the USO prior to the race.  The funds were raised in 2011 in partnership with key suppliers and through the contributions of customers and associates at Kroger’s family of stores across the country. This donation will support USO programs serving members of the military, wounded warriors and their families.

“For more than 70 years, the USO has been lifting the spirits of America’s troops and their families in many ways, including free phone calls and internet to connect with their loved ones back home, care packages to let them know they are never forgotten, and USO Centers around the world, where they can rest or get a free bite to eat,” said USO President and CEO Sloan Gibson.

“None of this would be possible without dedicated partners like Kroger. Our partnership with Kroger makes it possible for our troops and their families to know that their efforts and sacrifices are appreciated.  And this is the best way we can honor our heroes.”

In addition to being Kroger associates, these men and women also are active-duty or reservist members of our armed forces. They represent all five branches of the military and the National Guard.

“We can’t think of more fitting ambassadors of our program than our own people, and we are pleased to recognize their service in front of the Daytona 500 race fans,” said Lynn Marmer, group vice president of Corporate Affairs for Kroger.  ”We thank all of our associates in the military for their service to our country, our communities, and our company.  The Kroger family of stores looks forward to helping the USO assist even more of our men and women in uniform.”

As it did in 2011, the Kroger-USO car, driven by NASCAR champion Bobby Labonte, will carry a special Kroger logo in this year’s Daytona 500. This emblem features the names of more than 350 Kroger associates who are active duty or reservist members of the U.S. military, in tribute to their service.  In addition, Labonte will wear a special helmet during Sunday’s race.  Featuring a striking eagle motif and customized paint scheme, the helmet was designed by an associate at Kroger’s general office in Cincinnati especially for this race.

“It’s great to work with Kroger again and have them on board for one of the most prestigious races of the season, the Daytona 500,” Labonte said. “The Kroger logo on the hood of our No. 47 Toyota Camry is pretty cool because it is paying special tribute to hundreds of Kroger associates from across the country.  We also have USO on the car. Kroger did an amazing job through Honoring Our Heroes. We’re proud to carry the USO in The Great American Race on Sunday.”

Kroger is the exclusive retail partner for the Daytona 500. Learn more about special in-store and online Daytona 500 promotions at Kroger and its family of stores at www.kroger.com.

Best known for its entertainment tours, the USO provides programs and services to those who need the USO the most, including deployed troops and their families, wounded, ill and injured service members and their families, as well as families of the fallen. To learn about the USO’s mission to lift the spirits of America’s troops and their families, visit www.uso.org.

Image Courtesy of   http://www.flickr.com/photos/imcomkorea/

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