Y&R Tops Nascar Challengers | Adweek
Advertisement

Y&R Tops Nascar Challengers

Advertisement

Young & Rubicam has successfully fended off challenges from two shops for its $25-35 million Nascar account, an executive with the client said.

The Chicago shop has won creative plaudits for its work on Nascar since winning the business two years ago, but the client earlier this summer sought ideas from DDB Chicago and The Martin Agency, Richmond, Va., sources said.

A Nascar representative confirmed the review but declined to identify contenders. "We just wanted to see what other options were out there," the representative said.

In retaining Y&R, Nascar issued a statement from director of brand marketing Roger VanDerSnick. "We have been impressed by the quality of work we have seen [from the contending agencies], but believe wholeheartedly that Y&R remains the agency for us," he said. Agency officials declined to comment.

Nascar has grown in popularity in recent years, but it continues efforts to convert new fans. That mandate fueled the review.

"If you're Nascar and have a core following, what you need to think about as a brand and as a sport is how to get people engaged who aren't yet engaged," one source said.

For now, the Y&R- created tag line, "How bad have you got it?" remains. A new campaign is slated to break early next year, sources said.

Y&R's work for Nascar won a bronze Lion at Cannes this year, as well as an Effie award.

The agency's latest work broke in February during the Daytona 500. It included three quirky TV spots that take a mock quiz-show approach to test consumers' devotion to the sport. —with Vincent Coppola





iber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis.suscipit lobortis nisl ut aliquip ex ea commo

do consequat.Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero er