Maintaining first place in the hearts of it’s fanbase is what drives the Mclaren F1 team, according to their Director of Brand and Strategy, Jonathan Drakes.
Speaking to an audience of over 100 leading sports marketeers and branding experts at the International Sports Convention’s Branding and Sponsorship Summit, at Unilever House, Drakes outlined McLaren’s strategy called Forever Forward and reiterated that they were not just focussed on pole position on the track, but off it as well.
“We work to a flywheel, which can work for you or against you. It is our job to ensure that our brand and partners drive performance.
“Performance on and off the track work hand in hand. Our customer mind-set is that success starts with a full focus on your customer”.
“Redefing a winning culture was a huge part of success coming back to McLaren and we consulted with our fans and our team principals to see what that should look like,” added Drakes, who went on to celebrate the news that McLaren now have the fastest growing fan-base on TikTok.