BOSTON Skip Barber Racing School in Lakeville, Conn., has hired VGS Creative as its first lead agency.
VGS, an independent shop in Westport, Conn., is tasked with branding, advertising, and Web site design chores, all geared toward improving communications with existing customers and reaching new ones.
Leveraging the client's partnership with Mazda North America will be a key element in upcoming campaigns. Spending was not disclosed.
George Ayres, client president, said his staff selected VGS based on its expertise in the automotive and racing fields as well as its enthusiast background: "We had an excellent initial meeting where our teams connected well. Their team came to us with strategic recommendations that are in line with how we're looking to improve the ways we communicate with our customers."
Skip Barber offers driving lessons at more than 20 racetracks across the U.S. and Canada.
VGS handles online and offline assignments for a mix of business and consumer clients.