Auto racing, bullfighting, and mountain climbing are the only real sports... all others are games. Ernest Hemingway contents MESSAGE FROM THE FOUNDER & CEO 04 WHY MOTORSPORTS 08 CLIENT WORK 12 WHAT WE THINK 64 EXECUTIVE PROFILES 66 CONTACT 68 ZAK BROWN FOUNDER & CEO Welcome to the JMI 2012 Review. In motorsports we gauge success by where we finish. At the end of an Olympic year, motorsports has proved its performance as an enduring global marketing platform. At JMI we continually strive to create and execute the best programs in motorsports marketing for a range of the world’s top brands and corporations. In the pages that follow, you will see signature campaigns created by our clients and our people. We take great pride in our work, and I take great pride in sharing the JMI 2012 Review with you. 04 WE ARE THE WORLD’S LARGEST MOTORSPORTS MARKETING AGENCY. MADE UP OF MORE THAN 120 EMPLOYEES WORLDWIDE, WE ARE A TALENTED STABLE OF MOTORSPORTS MARKETING PROFESSIONALS. EVERYONE IN OUR AGENCY IS DEDICATED TO DELIVERING RESULTS FOR OUR CLIENTS. FROM THE CEO TO THE INTERN, WE ARE DRIVEN BY OUR PASSION AND POWERED BY OUR PEOPLE. MOTORSPORTSANNUAL MOTORSPOR SPONSORSHIPSTS SPONSORSHIPS ($) IN 2011 $ 1 BILLION 1FORMULA BILLION ONE F7OOORMULA MILLION ONE 44 BILLIONBILLION NASCAR MOTOGP MOTO GP HOMESHOMES 5615OO MILLION MILLION REACHED REACHED 30% OF THE WORLD’S TOP BRANDS CHOOSE TO INVEST IN MOTORSPORTS. OPPOSITE ARE SOME COMPELLING MILLIONMILLION 28O28O MILLION MILLION FACTS THAT UNDERLINE WHY MOTORSPORTS IS SUCH A POWERFUL MARKETING PLATFORM. 64% EUROPE 40% EUROPE 64% EUROPE 40% EUROPE 12% ASIA 40% ASIA 12% NORTH AMERICA 40% ASIA 12% NORTH AMERICA 10% NORTH AMERICA 2OO2 12% ASIA 2O12 10% NORTH AMERICA 2OO217 RACES 202O12 RACES 6% SOUTH AMERICA 5% SOUTH AMERICA 17 RACES 6% SOUTH AMERICA 20 RACES 5% SOUTH AMERICA 6% OCEANIA 5% OCEANIA 6% OCEANIA 5% OCEANIA OVER THE LAST 10 YEARS, THE F1 RACE FOOTPRINT HAS EXPANDED AND SHIFTED TO IN THE LAST 10 YEARS,REFLECT F1 HASTHE SHIFTEDGROWTH AWAY IN IMPORT FROMANCE ITS TRADITIONALOF ASIAN MARKET EUROPEANS FAN BASE TO EMERGING MARKETS, ESPECIALLY ASIA 2,1OO,OOO2,1OO,OOO 25O,OOO NASCAR DRIVERS: KYLE BUSCH, BRAD KESELOWSKI 25O,OOO NASCARJUAN PA BLDRIVERS:O MONTOY KYLEA, JEFF BUSCH, GORDON, BRAD DA KESELOWSKINICA PATRICK JUAN PABLO MONTOYA JEFF GORDON, DANICA PATRICK OF 16-69 YEAR OLDS AOFCROSS 16-69 YEAR 10 KEYOLDS 3.7 MILLION 3.4 MILLION GLACROSSOBAL MARKET TOP 10S 3.7ANNU ALMILLION ATTENDANCE 3ANNU.4 ALMILLION ATTENDANCE HAVE INTERESGLOBALT IN M MARKETSOTORSPORTS HAVE INTEREST IN MOTORSPORTS AUSTRALIA/BRAZIL/CHINA/FRANCE GERMANYAUSTRALIA/BRAZIL/CHINA/FRANCE/INDIA/RUSSIA/SPAIN/UK/USA 30% OF THE WORLD’S LARGEST GERMANY/INDIA/RUSSIA/SPAIN/UK/USA OF AVID FANS ALWAYS BUY PRODUCTS OR SERVICES BRANDS INVEST IN MOTORSPORTS OFFROM FANS NA AGREESCAR SPONSORS THAT DRIVERS COULD NOT RUN WITHOUT SPONSORS HERE’S A FEW REASONS WHY NASCAR FANS ARE MORE THAN TWICE OFAS FANS LIKEL ALWAYSY TO BUYRECALL SPONSOR BRANDS PRODUCTS(MORE THAN OR SERVICES ANY OTHER SPORT) FROM NASCAR SPONSORS The winner ain’t the one with the fastest car, it’s the one who refuses to lose. Dale Earnhardt LEFT: The Castrol EDGE BMW DTM Car had the strength to perform in 2012 MIDDLE: The Castrol EDGE-backed Ford World Rally Team flies in Finland In 2012, Castrol RIGHT: The Castrol continued to expand and Honda Gresini its comprehensive and MotoGP partnership engaging motorsports intranet con!nues in 2013 site – Castrol Racing Network QUOTE: Lorna Gibb, – hosting all four- and two-wheel Account Director, JMI motorsport content. The site, which contains information on sponsorships, activation programs, best practices, multimedia and a ticket and guest management system, was rolled out in additional languages and has received positive feedback as well as a steady increase in registrations from markets across the globe. In addition to managing the Castrol Racing Network, we helped Castrol maximize its motorsports “IN 2012, CASTROL AND JMI CONTINUED TO DELIVER STRONG ACTIVATION PROGRAMS ACROSS A NUMBER OF FOUR- AND TWO-WHEEL MOTORSPORT SERIES, WITH A KEY FOCUS ON THE DEVELOPMENT OF BESPOKE CASTROL EDGE MOTORSPORT EXPERIENCES.” assets in executing once-in-a-lifetime ‘Castrol and continued to support the brand’s strong EDGE Experience’ events for business-to-business relationships with its valued Original Equipment customers, consumers and dedicated media Manufacturer (OEM) partners. partners. From the off-road Volkswagen event at the Red Bull Ring to the exclusive BMW event at The feedback and success of the 2012 Castrol the Nürburgring, the Skoda IRC experience in the motorsport programs resulted in a significant Czech Republic, the Volkswagen event in China and increase in subscriptions for 2013 events. MotoGP in Malaysia, more than 3,000 guests were hosted at Castrol’s motorsport programs in 2012. Throughout, we supported Castrol to ensure that its full suite of motorsport assets delivered impactful and memorable motorsport programs 13 LEFT: CLEAR’s charity helmet auc!on in Singapore RIGHT: Kimi Raikkonen driving the Lotus E20 QUOTE: Willem Dinger, Account Director, JMI CLEAR began its inaugural Formula 1™ season seeking to increase customer preference, build brand awareness among fans, and drive engagement with its employees. Partnered with the Lotus F1 Team and its drivers Kimi Raikkonen and Romain Grosjean, CLEAR had the assets needed to reach fans. One major step accomplished with CLEAR was securing the Lotus F1 Team drivers’ helmets as ownable space. The helmets played well into CLEAR’s ‘scalp protection’ messaging and we were able to run a groundbreaking customer promotion in which fans submitted helmet designs via a Facebook app. Social media played a key role in reaching consumers this year and our social media practice was there to ensure accurate, authentic and engaging messaging. We helped develop CLEAR FINISH – a unique online game designed to show CLEAR as one of the most technologically advanced brands in F1™. CLEAR’s all encompassing corporate social responsibility initiative ‘Helmets for Heads’ was a focal point for this year’s F1 program. By partnering with the UN Decade of Action for Road Safety, we leveraged the public brand and individual identity of the Lotus F1 Team drivers to help promote awareness around this global public health issue. Through helmet auctions, we raised more than $15,000 after successful launches in Singapore and Abu Dhabi. CLEAR’s China activation demonstrated results as “THE PARTNERSHIP BETWEEN CLEAR the brand grew its sales by 316 percent throughout Tesco stores and gained 30 million online AND THE LOTUS F1 TEAM CONTINUED impressions, earning more than 100,000 mentions on social media platforms. 14 TO PUSH ALL BOUNDARIES IN 2012.” Every year the of the ‘Your Hero’s Name Here’ contest and support biggest names local market motorsports initiatives. The tailgate in racing gather was also supported by ‘Camo Bag Stuffing’ events for 400 miles at that saw guests stuff the iconic Crown Royal purple the Brickyard. velvet bags with goodies to be shipped overseas to This year saw the U.S. troops. Throughout the season, Crown Royal “THIS SEASON MARKED THE BEGINNING OF A NEW ERA FOR CROWN ROYAL’S MOTORSPORTS PROGRAM. OUR TEAM IS EXCITED TO GROW THE PROGRAM AS WE LOOK TO 2013 AND BEYOND.” Brickyard dressed in donated more than $150,000 to local and national purple and gold as the charitable organizations that assisted in tailgate ‘Crown Royal Presents and ‘Your Hero’s Name Here’ activities. the Curtiss Shaver 400 at the Brickyard’ redefined the In 2012, Crown Royal delivered an increase in their standard for race entitlements overall ‘Your Hero’s Name Here’ impressions and in NASCAR. generated more than 8,000 votes for the contest. The future is bright for Crown Royal as we focus on Crown Royal’s ‘Your Hero’s Name raising the bar again in 2013. Here’ program was expanded to support and recognize local heroes from all walks of life, while engaging race fans in the program through online voting. In the spirit LEFT: The ‘Crown Royal Cur!ss Shaver 400 at the of the ‘Your Hero’s Name Here’ program we also Brickyard’ was a major event for Crown Royal conceptualized and implemented Crown Royal ABOVE: Hero Cur!ss Shaver at the Brickyard tailgates at select NASCAR races. The tailgates 16 allowed us to engage fans to increase awareness QUOTE: Mary Shen, Account Execu!ve, JMI LEFT: DIRECTV sponsored the Crew Chief of the Race Award in 2012 RIGHT: DIRECTV signage at Daytona Interna!onal Speedway in Daytona Beach, FL QUOTE: Adam Goodman, Account Execu!ve, JMI “IT’S EXCITING TO DISCOVER UNEXPLORED OPPORTUNITIES IN NASCAR’S FLAGSHIP SERIES THAT DIRECTV CAN TAKE ADVANTAGE OF AS THE BRAND CONTINUES ITS OFFICIAL PARTNERSHIP BEYOND 2012.” DIRECTV leverages its Official Partner status with NASCAR to create unique content for subscribers and uses the television broadcast coverage from NASCAR races to generate its exclusive HOTPASS channels. HOTPASS provides an insider’s view into four separate drivers during each race of the Sprint Cup season. This type of content, which can only be found on DIRECTV, has them leaving their competition in the dust as the undisputed champion in sports. The DIRECTV Contingency Program, in conjunction with the Crew Chief of the Year award, has provided us with an opportunity to work with each race team in the Sprint Cup garage on a week-to-week basis, monitoring participation and providing race day support. Whether it’s HOTPASS, Contingency Program or working on partnerships throughout the industry, we look forward to building a viable program for DIRECTV in 2013. 18 WE ARE PRIVILEGED TO SERVE SOME OF THE WORLD’S BEST BRANDS. OUR CLIENTS COVER SECTORS AS VARIED AS AUTOMOTIVE, BANKING AND FINANCE, BEVERAGES, CONSUMER ELECTRONICS, CONSUMER HEALTHCARE, ENTERTAINMENT, INSURANCE, LOGISTICS, PERSONAL CARE, RESTAURANTS AND WIRELESS COMMUNICATIONS SERVICES.