Arnold Finishes First on Cart Account

ATLANTA–Arnold has driven away with the Championship Auto Racing Teams(Cart) account. The McLean, Va. office outperformed Wieden + Kennedy, Portland and McCann-Erickson’s Detroit office for the estimated $10-15 million business.

“Arnold gave the most compelling strategy for our existing and potential fans,” said senior vice president of marketing, Rich Henley, who handled the review.

Cart, in Troy, Mich. is one of two leading North American providers of “open-wheel” racing. It competes with the Indy Racing League, Formula 1 racing and Nascar.

Arnold’s challenge will be to address the circuit’s shrinking attendance and low television ratings. The shop will also build up recognition for drivers Michael Andretti, Gil de Ferran and Jimmy Vasser.

A branding campaign will debut in early 2002 with print in USA Today, Sports Illustrated and local newspapers in cities on the Cart circuit. Television will run on CBS, which will broadcast seven races in 2002 as part of a deal brokered between the Fox Sports Speed Vision, the network and the series.

The league owns, operates and markets the FedEx Championship Series and the Toyota Atlantic Championship and encompasses 21 events including oval track and road races in the U.S., Canada, Mexico, Brazil, Japan, Germany and England.