Nascar Bypasses Southern Shops

Taps Y&R of Chicago Over Martin, Richards
CHICAGO–Nascar’s roots are in the South, but the sport’s national popularity may be reflected in its choice of Young & Rubicam as its new ad agency.
Y&R in Chicago bested two Southern shops to win the account–The Martin Agency in Richmond, Va., and The Richards Group in Dallas–as well as D’Arcy Masius Benton & Bowles in St. Louis.
The incumbent was Primedia Communications in Atlanta.
Spending was pegged by sources at $25-35 million, which includes deals the circuit has with its sponsors and the television networks.
Y&R pitched with its direct and promotions arm, Impiric, which does work for the Nascar Craftsman truck racing series.