ZAK BROWN – Founder and CEO, Just Marketing International

How have you seen the motorsport industry change in the 15 years since Just Marketing International began, in particular with regards to the sponsorship agenda?

The overall business climate has changed, not just in motorsports but in business generally.  Budgets are tight and the demand forreturns and measurement never greater.  It has tended to thin the sponsorship industry through attrition.  As in most other things, the quick, strong and smart tend to advance.

What are your plans for Just Marketing International for the coming years, both short-term and looking further ahead?

We plan to evolve and get better at what we do.  That means developing and expanding our capabilities.  Historically JMI has always invested heavily back into the company in order to keep it strong and growing.  Because we are in a service industry that also means finding new ways to create value and confidence among our clients.

Are there any plans to expand the Executive Drive programme?

Executive Drive, of course, is our fleet of exotic sports cars, which are deployed for corporate driving adventures.  It’s a great alternative to the standard corporate golf outing.  Through the years our clients have found those outings to be effective B2B tools.  We are not pushing to expand the program at this moment, but would consider doing so based on demand.

What trends do you see as being central to the future of the sponsorship and marketing agenda in motorsport?

Broadly-speaking, value per dollar spent is what every corporate CMO is looking for these days.  Those who can provide that return will continue to be rewarded with sponsorships.

How proud are you of the role Just Marketing International played in partnering UBS with Formula One?

UBS is a fabulous partner and we are extremely proud to have helped them determine the right role within Formula One.  They are a great addition to the sport, especially at a time when substantial new sponsorships are relatively sparse.  We were able to have a similar success a few years back when welcoming LG into F1 in a major role.  The fact that JMI has succeeded in bringing two major corporations into F1 with global partnership status certainly makes me proud.

How will Just Marketing International continue to support UBS now they have entered the Formula One arena?

We have had a significant portion of our staff on both sides of the Atlantic preparing for the arrival of UBS in F1.  Their activation began in Singapore. Guided by their strategic goals we’ll assist them in achieving their objectives.  It’s a lot of work but this is what we do and we love it!

What challenges do you see for the motorsport industry in the future?

Building and maintaining a youthful fan base.  Kids today consume entertainment in very different ways than their parents.  While racing still ranks as cool, it’s not the only cool thing out there.  Racing series, teams and sponsors must find new ways to create and sustain relevance and consumer loyalty.

Zak Brown’s

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