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 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 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. THE DIVERSITY AND SUCCESS OF OUR CLIENTS IS A TESTAMENT TO THE POWER OF MOTORSPORTS AS A MARKETING PLATFORM. After testing the LEFT: Farmers NASCAR waters in 2011 Insurance Racing with Mark Martin, Farmers Facebook page Insurance came into 2012 BELOW: Kasey Kahne’s looking to make major impacts in victory at New fan engagement, brand recognition Hampshire Motor and event marketing. Farmers was Speedway excited to have one of the most talented

and popular drivers in all of NASCAR, Kasey QUOTE: Leslie Kahne, join its family. Thompson, Senior Director, JMI We worked with Farmers Insurance to create a one-of-a-kind at-track fan experience based on the ‘University of Farmers’ theme. The display provided a fun, educational experience for NASCAR fans during 13 races this year. With visits from brand ambassador Larry McReynolds and guest appearances by Kasey Kahne, ‘University of Farmers’ was a fan favorite.

Social media became a key element in the Farmers program as the brand looked for further engagement with fans. We provided Farmers strategic guidance in planning its motorsports Facebook page and Twitter feed. In addition to providing content, we managed fan interaction and media distribution throughout the year.

“FARMERS ENTERED NASCAR IN A BIG WAY LAST YEAR, SO THERE WAS A LOT OF ENTHUSIASM AROUND THEM THIS SEASON. OUR TEAM TAKES GREAT PRIDE IN HELPING FARMERS GROW ITS BRAND AND CONNECT WITH CONSUMERS.”

The results for 2012 were astounding; we helped Farmers Insurance engage more than 30,000 potential policy holders through their at-track experience. Additionally, we helped the @WeAreFarmers Twitter feed achieve 4,300 loyal followers and Farmers Racing Facebook page earn 25,000 likes in 22 only a half season. In 2011 we helped bring GlaxoSmithKline The program was overwhelmingly successful. (GSK) and the McLaren Group together in a By season’s end we had helped GSK effectively groundbreaking partnership. Designed to deliver touch more than 31,000 employees through value for both brands, the relationship is founded McLaren Pit Cars and F1™ simulators. Additionally, on GSK and McLaren sharing respective skills, we used these elements to link the Vodafone processes, cultural nuances and technological McLaren Mercedes team with the Lucozade and innovations with the goal of developing more Maximuscle brands, resulting in a hugely successful efficient and dynamic processes for both retail promotion for the Lucozade brand in the companies. This year GSK completed the first of UK. Looking ahead to 2013, the partnership will a five year program to deliver game-changing continue to flourish as the state-of-the-art McLaren performance improvements in the fields of GSK Centre for Applied Performance prepares to manufacturing, pharmaceutical research and open its doors, designed to engage and excite a performance management, while also driving a new generation of scientists. more dynamic business culture.

We helped GSK set the groundwork for communicating the successes of the program and educated 100,000 employees about the benefits McLaren could deliver. The learnings LEFT: Business from this program will have a positive impact on performance is at the GSK’s research & development and manufacturing core of the GSK and efficiency. Additionally, we concepted and McLaren partnership managed an employee engagement program ABOVE: with the client, designed to use the McLaren speaking with C3000 “GSK AND McLAREN ARE FINDING partnership as an example of what a dynamic employees during his culture shift at GSK could produce. In addition to o"ce visit NEW WAYS TO DERIVE VALUE FROM providing consistent communication, we helped to provide several F1™ inspired learning experiences QUOTE: Simon Drake, A MOTORSPORTS PARTNERSHIP” for GSK employees. Account Director, JMI 25 LEFT: An Indiana-based “WE WORK BECAUSE WE company, Hoosier Racing Tire is located in LOVE IT. WE WOULDN’T Lakeville, Indiana KNOW WHAT TO DO BELOW: Hoosier at the WITHOUT IT. I’M NEVER NASCAR Whelen Modified Tour, one of many racing GOING TO QUIT.” series that run Hoosier Racing Tires.

QUOTE: The late Bob Newton, Co- Founder Hoosier Racing Tire

We are proud to serve Indiana- at more than 1,200 local tracks across based Hoosier Racing Tire, the the U.S., performing before more than 30 world’s largest manufacturer of million fans. We help Hoosier Racing Tire racing tires. This year saw the extend and grow relationships in the racing passing of Hoosier’s co-founder industry. One such relationship was the Robert ‘Bob’ Newton, a legend partnership we helped Hoosier grow with worldwide in the auto racing the GRAND-AM industry, who revolutionized in 2011. Additionally, we provide strategy racing tires. While we were and consultancy services to Hoosier as it all saddened by the loss seeks ways to continue putting its racing of such a dear friend, we technology at the forefront of the sport. reflect fondly on the time Blending old-fashioned hard work with we spent together. cutting-edge technology is what Bob Newton and Hoosier Racing Tire have been Hoosier is grounded in a all about. Helping to tell the brand’s story grassroots racing series, and continue its marketing success is a job its tires annually see action in which we take great pride. 26 “JMI IS EXCEPTIONALLY PROUD TO REPRESENT ONE OF THE GREATEST COMPETITORS, CHAMPIONS, AND HUMANITARIANS IN ALL OF PROFESSIONAL SPORTS.”

In 2012, four-time NASCAR ABOVE: Je# Gordon champion Jeff Gordon staged qualified for the NASCAR one of the most dramatic Chase for the Sprint Cup comebacks in motorsports history to again in 2012 qualify for the Chase for the NASCAR Sprint Cup. Having reached third on the LEFT: Gordon’s NASCAR Sprint Cup Series’ ‘win list,’ Gordon diploma!c mission sits behind only David Pearson and the great to Africa to open the Richard Petty. An iconic figure on the track, Gordon Rwanda Cancer Center turns to us for strategic consultation, partnership FAR LEFT: Je# Gordon development, brand strategy, and marketing to translate Cellars wine tas!ng at his NASCAR success beyond racing. Pebble Beach, FL

As Gordon continues to add to his racing accolades, his QUOTE: Eric Pinkham, presence is felt well beyond the track. An honored recipient of the Vice President, Heisman Humanitarian Award this year, Gordon’s philanthropic efforts Partnership continue to be a priority as he embarked on the 11th year of The Jeff Development Gordon Children’s Foundation partnership with Riley Hospital for Children. Having raised millions and been appointed to a role within the Clinton Global Initiative, Gordon continues to be one of the top philanthropic athletes in the world today. In conjunction with the Clinton Global Initiative, Gordon went on his second philanthropic mission to Africa this year, where he is funding a cancer center in Rwanda.

In 2012 Gordon celebrated a 20-year partnership with sponsor, DuPont, and race team, Hendrick Motorsports. The longevity of both partnerships is a testament to Gordon’s character and commitment. Gordon has continued to show his versatility by becoming one of the top-rated social media profiles in professional sports. He also remains a prominent figure in non-racing venues such as Saturday Night Live, a cameo in the Disney Pixar movie Cars 2, Late Night with Jimmy Fallon, and Live with Regis & Kelly. We are proud to continue a successful relationship with Gordon through 2012 and beyond. 29 WE MANAGE MORE THAN $300 MILLION IN ANNUAL MOTORSPORTS INVESTMENTS. WE PRACTICE MULTIPLE MARKETING DISCIPLINES IN MOTORSPORTS FROM STRATEGY TO SOCIAL MEDIA, EXPERIENTIAL TO EVENTS, DESIGN TO DIGITAL. WE PROVIDE INDUSTRY ACCESS TO SOME OF THE WORLD’S BEST KNOWN BRANDS AND THEIR PARTNER AGENCIES. “2012 WAS A STRONG YEAR FOR JOHNNIE WALKER. THE CLIENT’S TAILORED PROGRAM ASSETS ENABLED US TO CREATE FRESH, COMPELLING CONTENT AND EXPERIENCES FOR TARGET CONSUMERS.”

In 2012, Johnnie Walker continued to drive its Walker Responsible Drinking Ambassador association with the style and sophistication of Mika Häkkinen in key regions to engage Formula 1™ and its partnership with Vodafone consumers and stakeholders. The Responsible McLaren Mercedes. Linking two iconic brands, Drinking campaign, Join the Pact, was also we worked with Johnnie Walker to further boosted by events such as the World’s Most enhance its global activation program Step Powerful Signature driving stunt with Lewis Inside the Circuit. Hamilton.

Designed to reach consumers on global, regional The numbers speak to the success of the and local levels, the campaign offers unrivaled program; 121 million broadcast impressions, access to the glamorous lifestyles of Jenson and 190,000 online impressions for Step Button and Lewis Hamilton. The aim was to Inside the Circuit, complemented by pushing inspire, engage and reward consumers through closer to 1 million signatures for the Join the integrated channels such as behind-the-scenes Pact campaign. digital broadcast content and once-in-a- lifetime events, where winners could experience LEFT: Johnnie Walker the true meaning of Step Inside the Circuit. branding on the McLaren Complementing Step Inside the Circuit, we MP4-27 wing mirror championed the brand’s Responsible Drinking ABOVE LEFT: Lewis program through innovative activations that Hamilton’s Johnnie delivered key messages to consumers. Walker branded helmet visor Events in Monaco and Singapore perfectly encapsulated the glamour of Johnnie Walker. ABOVE RIGHT: Johnnie We helped to manage and showcase the brand’s Walker leverages its assets through multiple channels. Broadcast assets through social episodes released just before the race weekend media drove awareness on a global scale, while consumers from different markets were brought QUOTE: Ma$ together and given unique and luxurious F1™ Dennington, Account experiences. We also worked with Johnnie Director, JMI 33 LG made a major shift this season with a transition from brand awareness to purchase preference. Focusing on return on investments was a major objective this season as we sought to engage more consumers via in-market touchpoints. “THROUGH EXPERIENTIAL Cutting edge technology has always been a hallmark of LG’s products, and this year we worked ZONES AT-TRACK, AND to showcase this technology to Formula 1™ fans at MULTIPLE CONSUMER bespoke LG Technology Centres at-track. With a focus on the fan experience, we created a state-of- FACING PROMOTIONS, the-art environment where F1™ fans interacted with LG HAS USED 2012 TO LG’s newest television – the Cinema 3D SMART TV - and highlighted their 3D technology through ENGAGE WITH FANS USING F1 themed video games. In addition to enhancing ITS F1 ASSETS TO HELP LG’s at-track experience, we helped create the first F1 themed Facebook contest, in which fans had the DRIVE BRAND AFFINITY opportunity to win a trip to Silverstone for a VIP THROUGH ASSOCIATION WITH THE SPORT.”

ABOVE: LG Crescent experience at the 2012 FORMULA 1 SANTANDER Street Grand Prix BRITISH GRAND PRIX. Fes!val in Montreal at the FORMULA 1 GRAND In 2012 we continued to drive maximum value for PRIX DU CANADA 2012 LG from its F1 sponsorship at both global and local levels. LG received more than 45,000 seconds of RIGHT: LG signage exposure on the F1 Global Broadcast, putting them on track at the 2012 on track to surpass the previous year’s numbers FORMULA 1 KOREAN for the fourth successive year. At a local level, at- GRAND PRIX track activation has given F1 fans the opportunity QUOTE: Oliver Mitchell, to engage directly with LG products, continuing to 34 Account Director, JMI drive increases in consumer purchasing preference. RIGHT: The LiftMaster Garage at Texas Motor Speedway

BOTTOM RIGHT: The LiftMaster No. 1 Chevrolet driven by 2010 Daytona 500 winner Jamie McMurray

QUOTE: Lori Zinaich, Account Director, JMI

We were excited to welcome LiftMaster, the world’s #1 professionally installed garage door opener brand, to our family of clients this year. Heading into 2012, LiftMaster was looking for a way to maximize its NASCAR investment and to expand its relationship with Earnhardt Ganassi Racing. LiftMaster turned to us to help facilitate growth and to turn its current NASCAR assets into an even bigger success.

“2012 WAS A BREAKTHROUGH YEAR FOR LIFTMASTER RACING. AFTER A YEAR OF TIGHT COLLABORATION, ALL KEY METRICS WERE EXCEEDED, WHICH RESULTED IN A MULTI-YEAR RENEWAL OF LIFTMASTER’S CORE NASCAR MARKETING PLATFORM AND PARTNERSHIPS.”

We began our relationship with LiftMaster by The value that LiftMaster earned through helping to preserve its partnership with NASCAR this year was impressive - $4.3 million Earnhardt Ganassi Racing. Moving forward to 2013 in media equivalency value, 4,500 product trial and beyond, we will help to manage, and maximize, demonstrations, 2,400 new ‘likes’ via Facebook LiftMaster’s partnerships associated with LiftMaster promotion and 286 million impressions. We Pole Day during the Coca-Cola 600 race weekend anticipate increasing all of these numbers further at Charlotte Motor Speedway, and the LiftMaster in 2013. Garage at Texas Motor Speedway. In addition to executing all on-site activation and regional programming with LiftMaster’s 4,000 independent dealers, we will also continue to facilitate the relationship with 2010 Daytona 500 winner, Jamie McMurray and Earnhardt Ganassi Racing. 37 Looking to schedule was devised that served both brands with maximize the coherence and point-of-consumption relevance. ROI that Formula We then worked with Vodafone McLaren Mercedes 1™ exposure to implement the strategy, producing multiple could bring for communications assets for the brands to support its consumer product and geographical plans. Below the line,

“THE CONTENT PRODUCED THROUGH PARTNERSHIP WITH THE VODAFONE McLAREN MERCEDES TEAM HAS BEEN THE MOST POPULAR CONTENT POSTED IN THE LAST QUARTER. IT’S ALSO EXTENDED MAXIMUSCLE REACH IN THE SOCIAL MEDIA SPACE BY OVER A MILLION.”

healthcare brand portfolio, point of sale, digital media, and social media GlaxoSmithKline (GSK) activities paid dividends for both brands. As a needed to implement a visual result of the defined strategy and execution, both identity strategy that was Lucozade and MaxiMuscle are planning a full flexible, yet not confusing for calendar of activities and additional promotions for consumers across two nutritional 2013 and beyond. healthcare brands. We worked with GSK brands Lucozade and MaxiMuscle to LEFT: MaxiMuscle on the rear wing of the map out how an association with Vodafone Vodafone McLaren Mercedes McLaren Mercedes could achieve complementary ABOVE: Lewis Hamilton with Lucozade brand and product positioning objectives in Recovery Formula!on consumers’ eyes. QUOTE: Aurélie Donzelot, Communica!ons 38 An on-car, on-driver and ‘in-hand’ branding Manager, JMI WE WORK IN MOTORSPORTS. DEDICATING OURSELVES TO UNDERSTANDING OUR CLIENTS’ NEEDS AND THE BUSINESS ENVIRONMENTS OF ALL MAJOR RACE SERIES. THIS ENABLES US TO NAVIGATE BRANDS AND COMPANIES THROUGH A CONTINUALLY CHANGING SPORT. FORMULA 1™, GRAND-AM, INDYCAR, MOTOGP, NASCAR, THE WORLD ENDURANCE CHAMPIONSHIP AND THE WORLD RALLY CHAMPIONSHIP, TO NAME A FEW – WE UNDERSTAND THEM ALL. RIGHT: The Mazda RX-8 In August of 2012, we were pleased to welcome par!cipa!ng in the Mazda to our family of clients. As the motorsports GRAND-AM Rolex Sports agency of record for Mazda North American Car Series Operations, we provide strategic guidance to Mazda and strengthen marketing communications BELOW: Mazda efforts between the Mazda brand, its vehicle line P2 Prototype Car and its motorsports program. compe!ng in Mazda has a rich motorsports heritage, being the only Asian carmaker to win the prestigious Le Mans QUOTE: Mo Murray, 24 Hour race, and continues to build on that today Senior Director, JMI with a broad scope of programs from grassroots through the development stages of professional racing. The Mazda Road to Indy driver development program and a well-orchestrated top “MAZDA HAS A RICH MOTORSPORTS level sportscar program has delivered 23 wins in the Daytona 24 Hours race. HERITAGE AND WE’VE CONTINUED Our goal is to build on that success TO TRANSLATE THIS THROUGH THEIR with a strategic communications plan that will celebrate this success among MOTORSPORTS PROGRAMS LAYING A a wide audience of discerning car FOUNDATION FOR FUTURE SUCCESS.” buyers and ‘Zoom Zoom’ enthusiasts.

Working in conjunction with the WPP agency group, Garage Team Mazda, we leverage our expertise through research, marketing communications, partnership development, program management and strategy and consultancy to help maximize current assets, while also giving direction for the future. We are proud to be part of this team as we merge racetrack success with powerful product marketing. 42 “RACE FANS 4 FREEDOM SET OUT TO BUILD A COMMUNITY OF RACE FANS WHO SHARE SIMILAR CORE VALUES, AND IT’S BEEN VERY REWARDING TO WATCH THEIR COMMUNITY GROW.”

In 2012, Race Fans 4 Freedom (RF4F) sought our expertise to help build relationships with race fans. Generating awareness to its cause, Race Fans 4 Freedom focused on a message centered on the principles of personal responsibility, teamwork and competition to engage race fans at-track in a fun, non- invasive way.

We worked to engage race fans through congenial brand ambassadors, entertaining games and useful incentives. Along with designing and managing the logistics of one of the most eye-catching fan experiences in motorsports, we also organized and executed fan engagement initiatives across multiple American race series.

The relationships generated for Race Fans 4 Freedom in 2012 laid the groundwork for a community that continues to grow in pursuit of celebrating America’s best.

LEFT & BOTTOM RIGHT: RF4F branded merchandise

TOP: The RF4F at-track display transporter

MIDDLE: Fans interac!ng with RF4F display at Charlo$e Motor Speedway

QUOTE: Craig Hu#man, Senior Director, Experien!al 45 Marke!ng, JMI In the high octane environment of Formula 1™ media focus, Pitcrew 360. The campaign was a it’s important for drivers to stay cool under digital program that used Facebook and Twitter to “WE WITNESSED A HUNGER FROM pressure; Rexona was able to help the Lotus F1 present fans with exclusive and ‘behind the scenes’ Team by providing them with their top-of-the-line content focusing on the unsung heroes of an F1™ MARKETS TO USE THE PROGRAM FOR antiperspirants. Rexona’s brand messaging was team: engineers, mechanics and support crew. centered on the brand’s expert technology, great Our Rexona journalist allowed us to cover latest INCREASING BRAND PENETRATION ambition, passion and excellence in performance. team news and insights from within the garage, Through this messaging, Rexona sought to increase supplemented by various podcasts and sound bites WITH A FOCUS ON DRIVING TO RETAIL.” customer preference and awareness through their recorded with key Lotus F1 Team personnel. We credentials as the brand that ‘won’t let you down.’ helped promote this page through different media outlets, Lotus F1-owned channels, F1 bloggers and We helped Rexona create a multi-platform lifestyle journals which brought the digital content campaign that could be customized for individual to a new range of consumers. markets. Focusing on Rexona’s messaging of ‘Performance’ and ‘No Quit’ we helped execute a With the use of social media on the rise, Rexona message that could be used through-the-line: in established itself with an on-brand look into TVCs, Out Of Home, in-store retail promotions, and the world of F1, giving fans the opportunity onsite sampling experiences. The Rotterdam City through Facebook and Twitter to access exclusive Racing activation was a perfect demonstration of information and content in a fun and engaging way this integrated approach. that will carry into 2013.

Additionally, we executed a series of branded videos that coupled well with Rexona’s social

RIGHT: Romain Grosjean at the Fairmont Hairpin in Monte Carlo

LEFT: Rexona branding on The Lotus F1 Team

QUOTE: Willem Dinger, Account Director, JMI 46 “THROUGH OUR PARTNERSHIP, WE WERE ABLE TO CREATE STRATEGIC ACTIVATION PROGRAMS TO HELP POSITION SUBWAY AS THE LEADER IN FAST, HEALTHY DINING.”

As our longest tenured client, we understand that ABOVE: Ndamukong Suh, SUBWAY® places high emphasis on receiving Carl Edwards and Jared increased media value through all sponsorship Fogle during the Subway activities. In order to effectively leverage its Fresh Fit 500 at Phoenix NASCAR program, SUBWAY® integrated national Interna!onal Raceway brand messaging into its racing assets. SUBWAY® maximized the ‘Famous Fans’ throughout the LEFT: Subway on the No. season to promote their events. 99 Roush Fenway Ford at the Subway Our priority was creating opportunities for Fresh Fit 500 SUBWAY® to bring all of its marketing assets QUOTE: Courtney Boggs, together through two entitlement races in Account Director, JMI 2012. The Subway Fresh Fit 500™ at Phoenix International Raceway allowed us the opportunity to incorporate NFL superstar, Ndamukong Suh, NASCAR driver, Carl Edwards, and SUBWAY® spokesperson, Jared Fogle into the entitlement. The JMI-designed race logo and SUBWAY® themed No. 99 Roush Fenway Ford were ideal finishing touches.

Through a partnership with Coca-Cola, SUBWAY® titled its fourth consecutive NASCAR Nationwide Series summer race at Daytona International Speedway. At this event, Subway honored Colonel Gregory Gadson, Purple Heart recipient and star in the movie Battleship, as the Grand Marshal. As we approach 2013, we expect to deliver new and unique ways for SUBWAY® to continue to effectively use their NASCAR platform.

49 HOW DO WE DO IT? OUR PEOPLE AND OUR PARTNERS. OUR FORMULA FOR SUCCESS IS THAT SIMPLE. WE HIRE TALENTED INDIVIDUALS WHO EXCEL IN THEIR FIELD. OUR AGENCY IS LED BY ZAK BROWN AND A TEAM OF HIGHLY EXPERIENCED SENIOR MANAGEMENT FROM ACROSS THE INDUSTRY. JMI BENEFITS FROM INVESTOR PARTNERS SPIRE CAPITAL, CREDIT SUISSE, AND WPP - THE WORLD’S LARGEST COMMUNICATIONS SERVICES GROUP. UBS enjoyed a third fulfilling season as a Global Partner of Formula 1™ in 2012, as brand recognition and event marketing continued to be a focus at each Grand Prix.

In 2012, we continued to raise the standard of F1 events as current and prospective UBS clients were treated to a VIP level experience at 19 races. We worked closely with UBS and Mercedes GP to maximize F1 assets and ensure the demanding level of detail necessary for an unforgettable race weekend. The program achieved an average satisfaction rating of 9.2 out of 10 from internal quality surveys conducted by client advisers and hosts after each race weekend.

The successful relationship between UBS and famed F1 broadcaster James Allen remained a core feature of the communications program. This has proven an effective platform for UBS to own the strategy content topic, enabling parallels to be drawn between F1 and the business of banking and financial management.

We proudly celebrated the second season of UBS LEFT: Start of the 2012 partnering with Run That Track, the unofficial FORMULA 1 UBS CHINESE running club of the F1 community. This program, GRAND PRIX which generates funds for the Make-A-Wish “WE HELPED UBS DELIVER A TOP RIGHT: UBS Paddock Foundation®, continues to be a source of pride for Club hospitality suite UBS which has seen a 20 percent increase in the COMPREHENSIVE ACTIVATION in China number of runners in 2012. PROGRAM FOCUSED ON PROVIDING TOP LEFT: Run That Track We also helped UBS drive brand recognition in Hungary with track signage resulting in more than 34,000 CLIENTS ORIGINAL EXPERIENCES AT QUOTE: Clare Todd, seconds of exposure, making UBS one of the top Account Director, JMI FORMULA 1 WEEKENDS.” three sponsors during the season. 53 (UAS) continued its journey in a strong understanding of what it means to run 2012 with an impressive driver line-up behind the an international race team, maintain industry wheels of two McLaren MP4-12C GT3s and an Audi relationships and keep his finger on the pulse of the Ultra LMS R8. motorsports world.

The trio of drivers contesting the Blancpain Endurance Series in the McLaren included Le Mans 24 Hour winner and double American Le Mans Series champion, ; Alvaro Parente of McLaren, a GP2 race winner and British Formula 3 Champion; and talented British youngster, 22-year old Matt Bell.

In the sister car was ex- and IndyCar racer and Le Mans 24 Hours winner, , and United Autosports co-owner, Zak Brown.

After a successful end to the British GT Championship season, United Autosports is set to stamp its intent on the 2013 campaign with the announcement that the team will run the highly competitive Audi R8 LMS Ultra GT3 alongside the McLaren MP4 12C GT3s.

JMI continues to support the team through creative services and partnership development initiatives, enabling current and potential clients to get up close to motorsports and enjoy an insider’s perspective. The interaction between JMI and United Autosports allows Zak Brown to maintain

BOTTOM LEFT: United Autosports unveils the McLaren MP4-12C GT3 to guests at the McLaren London showroom

ABOVE: The MP4-12C on track during the Blancpain 55 Endurance Series BELOW: The No. 99 Roush “THROUGH CREATIVE HOSPITALITY EVENTS, Fenway Ford team at Kentucky Speedway COMMUNICATION PROGRAMS AND TRACKSIDE SERVICES,

BOTTOM RIGHT: UPS WE WERE ABLE TO REINFORCE NASCAR AS A VALUABLE Racing Twi$er SPONSORSHIP PLATFORM FOR UPS.” QUOTE: Alexis Kinch, In 2012, UPS began its 13th season as an Official UPS communications objectives through the Communica!ons Partner of NASCAR and its fourth season as a creation of a social media promotion that increased Execu!ve, JMI partner of Roush Fenway Racing. The centerpiece fan engagement for the UPS Trackside Services of the program remains UPS Trackside Services, program. The Twitter sweepstakes allowed fans which handles all in-bound and out-bound to win a prize for tweeting a picture of the UPS package volume within the NASCAR trackside mini-package car. We also continued garage. In addition to Trackside to deliver outstanding customer and employee Services, UPS focused on customer entertainment while introducing a new VIP and employee entertainment as program to each market. This allowed UPS to well as enhancements to its social provide select customers and employees exclusive media program. access to the pit and garage areas, delivered by NASCAR personalities during race weekends. New in 2012, UPS launched ‘Ideas that Changed We helped welcome a new member to the UPS NASCAR,’ an advertising family this year as Carl Edwards joined the team. campaign that brought Carl played an important role in key UPS events together NASCAR history throughout the season and drove an exciting and UPS messaging race in the No. 99 UPS Ford Fusion at Kentucky to celebrate how Speedway. In 2013, we anticipate continued logistics have helped success as we deliver strategic counseling, top- advance the sport shelf event execution, increased focus on social over the years. We media and incorporating sustainability into the UPS contributed towards Trackside Services program. 56 LEFT: The Verizon Virtual Garage at Indianapolis Motor Speedway during the Indianapolis 500

RIGHT: The No. 12 Team Penske Chevrolet driven by Will Power at the Toyota Grand Prix of Long Beach, CA

QUOTE: Rick Cuellar, Senior Director, JMI

One of the biggest brands in IndyCar, Verizon wanted to find a way to highlight its technological innovations within the sport while continuing to play a key role in enhancing the fan experience. We worked with Verizon to elevate its partnership The pioneering Verizon Virtual Garage – an with Team Penske and status as the Official interactive tour that allows fans to unlock unique Wireless Service Provider of IndyCar. After taking racing content – and the improved IndyCar Mobile control of Verizon’s Virtual Garage we worked App, challenged us to look for ways to increase to identify the highest traffic areas at each race awareness among IndyCar fans. track, while increasing the amount and type of signage for the virtual tour. Additionally, we placed viewing forums in the Penske “OUR TEAM DEVELOPED THE STRATEGY pit box to better demonstrate THAT HELPED VERIZON CAPITALIZE ON the capabilities of the IndyCar Mobile App – making Verizon ITS MOTORSPORT INVESTMENTS.” more than just a name on a car.

Verizon also looked to us to reevaluate its event marketing strategy. By shifting the program to target key decision makers for exclusive at-track events, we helped Verizon develop the right relationships with the right people at the right time.

By season’s end, the Verizon Virtual Garage Tour saw an increase in participation by more than 30 percent, while downloads of the Verizon IndyCar Mobile App increased by 100 percent. We helped increase the number of C-level attendees for Verizon’s B2B event marketing program by 40 percent; results that reflect one of 58 the most successful seasons to date for Verizon. If God had meant for us to walk, why did he give us feet that fit car pedals? Stirling Moss BUSINESS-TO-BUSINESS EXPERIENTIAL MARKETING

It’s who you know. The hidden gem of motorsports From creating the concept, to building it, to marketing is how smart brands turn sponsorships logistics – our experiential marketing department into authentic partnerships. We help our clients helps brands touch millions of consumers both spark business-to-business relationships that work. at and away from tracks. The success of our capabilities As an agency we have created some of the most experiential ideas and operations come from mutually beneficial partnerships in motorsports. decades of motorsports experience that we put to work for our clients.

COMMUNICATIONS SOCIAL MEDIA

At the heart of great marketing campaigns lies a Social media, it’s revolutionizing the way people well planned integrated communications strategy. interact with live sports. Our social media practice Big ideas and original content are what we love goes beyond simply creating and managing to create. Our communications expertise in content. Research, strategy, execution, and motorsports brings them to life in an environment measurement help foster the type of interaction we know best. that fans crave and brands value.

DESIGN SPONSORSHIP NEGOTIATION

We design to champion and celebrate a brand We negotiate superior deals that deliver through motorsports. Whether core creative, car outstanding value. Experience and relationships paint schemes and liveries, marketing collateral, are the foundation of our performance and we a race logo or track signage; it takes motorsports have a portfolio that proves our track record. Our design experience to breathe visual life into each executive team is at the forefront of the industry element of a motorsports marketing campaign. and focused on client value.

DIGITAL STRATEGY & CONSULTANCY

Motorsports marketing is undergoing a digital Whether providing insights for current clients or revolution and it’s changing the way brands reach reviewing a corporation’s sponsorship investments, consumers. We have the information, experience we leverage years of research, data and analytics and expertise to guide brands through the digital twinned with industry knowledge to ensure every motorsports journey and apply relevant solutions concept is on brand, on strategy and on target. through web, social and mobile channels.

EVENT MARKETING

A perfect day at the track comes from knowing how to organize and execute a magical experience. From driver appearances, pit tours, catering, shuttles, and entertainment – these aspects, along with travel and tickets, require years of experience, planning and the expert knowledge of JMI. 63 footprint; in 2002 only 12 percent of races were in DAVID WEBB Asia, today it boasts 40 percent of the calendar. PRESIDENT, INTERNATIONAL The series will complete BRIC representation in 2014 with the addition of Russia, which will also bode well for the series’ global marketability.

As soon as I started at JMI, I realized it’s all about The type of sponsor has changed consistently the people. We wouldn’t be able to acquire and over the years and it’s interesting to see the retain our clients if we didn’t have the best people. trends in F1. Sponsorship is cyclical and we Our company is filled with enthusiasm, class, now see more FMCG and CPG brands – CLEAR, energy and passion, which create a fantastic Johnnie Walker, Lucozade, MaxiMuscle and atmosphere to work in. Rexona – investing in motorsports. This lifecycle

of brands proves that F1 is an enduring marketing We have witnessed a renewed focus by brands platform. Having touched every industry while involved in sports sponsorships. The recession is providing our experience and expertise efficiently, continuing to play out, budgets are being closely reaching 187 territories through F1, we believe it’s examined and strategy alignment is essential. just the tip of the iceberg. Brands now have to align much tighter to gain

that return on investment and as a company Future trends for F1 are likely to involve healthcare we recognize this and deliver. The days of just and increased automotive interest, which is a putting a decal on a car are gone; it is now a testament to the power of motorsports and the tailored solution due to the growing number of opportunities it can provide. I’m proud to be communication channels. integrate a brand in a meaningful and natural involved with the industry leader in motorsports

way. Four out of five casual fans, for example, marketing and look forward to seeing us grow. Formula 1TM is set up for growth; it is a can recall the sponsors of their favorite drivers. commercially focused property and I don’t believe Building on endemic fan loyalty means we are there is another sport that is able to offer partners able to activate through the performers and tell a the exposure to such great assets. Over the past brand story that has substance and authenticity; JON FLACK decade F1 has expanded its geographic race COO & PRESIDENT, AMERICAS one reason why two out of three fans accept that drivers use the products they endorse.

Why, in the grand scheme of sporting Third, there is a plethora of assets available sponsorships, in which brands can link themselves through motorsports, offering brands rich content to the likes of soccer, the Olympics, the NFL that works across a number of platforms. NASCAR, or NBA to name a few, do 30 percent of top for example, is a series that is responding well to brands choose to invest in and market through the digital and social media agendas, which will motorsports? It’s a question we’re asked all position it strongly for the future. As a series that the time, and while we passionately believe in knows its fans and sponsors intimately, NASCAR motorsports as a marketing platform, simple has continued to make positive moves for both. passion is not the answer CMOs are seeking. Their efforts were validated by the announcement in late 2012 of an extended broadcast contract with The answer to ‘why motorsports?’ is essentially FOX at an increased valuation. threefold. First, there is globalization in motorsports. Fans and consumers across the At JMI we work hard to understand our sport’s Americas, Europe, Asia, Middle East and BRIC and our clients’ audiences. We do this across all are accessible through a mixture of motorsports series and in all markets to create assets that categories. We have watched the shift to new drive customized, creative marketing solutions for markets over the past decade as the international brands and corporations. That is what drives our series have expanded their reach to audiences passion for motorsports marketing and that is what beyond their traditional fan bases. leads 30 percent of brands to choose motorsports as a marketing platform. Secondly, motorsports offers an opportunity to 65 ZAK BROWN Founder & Chief Executive Officer MANAGEMENT TEAM BOARD OF DIRECTORS

Zak Brown launched JMI in 1995 and remains its guiding force. A recognized Tim Bampton Andrew Armstrong, Jr., Spire Capital leader in the global motorsports industry, Brown is credited with playing a Senior Vice President Zak Brown, JMI key role in the historic movement that successfully lifted NASCAR’s 50-plus- Marketing Communications year ban on spirits sponsorship in racing in 2005. Brown is acknowledged as a Bruce Hernandez, Spire Capital, Chairman Promo magazine ‘Marketer of the Year,’ a member of SportsBusiness Journal’s Debbie Campbell ‘Forty Under 40’ Hall of Fame, BusinessF1 magazine’s ‘Formula One Power List’ Head of Account Transition Jeff MacDonald, Credit Suisse and the Charlotte Observer’s annual ‘NASCAR’s Power List.’ David Schaible, Spire Capital Pat Culleiton Senior Director Andrew Scott, WPP

JON FLACK Chief Operating Officer and President, Americas Finance & Operations As COO, Jon Flack oversees JMI’s operational performance and manages GLOBAL ADVISORY BOARD Paula Davis its global services groups of Marketing Communications and Strategy & Senior Director Consultancy. As President, Americas, Jon provides leadership to Client William Hannigan Human Resources Services and Partnership Development of the Americas business. Flack’s Former President & Chief Operating Officer, AT&T experience includes positions with SBC Communications and the Conseco Mikel Hartman John Hodgson Corporation where he gained experience managing sponsorships involving Senior Vice President Former Senior Vice President & Chief Marketing & the National Collegiate Athletic Association (NCAA), National Football League Client Services, Americas Sales Officer, DuPont (NFL), Conseco Fieldhouse, IndyCar Series and NASCAR. Kent Hussey Bryan Kryder Former Chief Executive Officer & Board Member, DAVID WEBB President, International Head of Ideation Spectrum Brands David Webb is responsible for JMI’s International business, which covers Client Services and Partnership Development activities outside the Americas. Webb Matthew Marsh Michael Lister has extensive experience in sports marketing and comes to JMI from the Royal Senior Vice President Former Chairman & Chief Executive Officer, Bank of Scotland (RBS), where he served as the Head of Group Brand and Partnership Development, Asia Jackson Hewitt Tax Service Marketing. He was previously Head of Sponsorship at RBS, managing its title Robert Malcolm Greg Nordhoff partnership with Williams F1 as well as the RBS 6 Nations rugby and many of Former President, Global Marketing, Sales & Corporate Controller RBS’s golf sponsorships. Innovation, Diageo plc

Eric Pinkham Bryan Moss Vice President Former President, Gulfstream Aerospace KEVIN THIMJON Chief Financial Officer & Chief Administrative Officer Partnership Development, Americas Kevin Thimjon is responsible for managing the Financial, Human Resources Mike O’Driscoll and Information Technology activities for JMI. He has more than 20 years of Clive Richards Former Managing Director, Jaguar financial management experience and a substantial record of success. Senior Vice President Thimjon is a certified public accountant and has held a number of senior Partnership Development, EMEA executive positions, including President and Chief Financial Officer of Bell Industries and Chief Financial Officer of the Systems Integration Unit Aled Rees of Stanley Security Solutions. Senior Vice President Strategy & Consultancy

Kevin Warner WESLEY ZIRKLE Executive Vice President & General Counsel Head of Event Marketing Wesley Zirkle serves as JMI’s in-house counsel and primary legal advisor. He is an expert in the field of motorsports law and has negotiated some of the Dan Wieringa largest and most complex transactions in the industry. His previous experience Senior Director as an attorney includes five years at CMG Worldwide, a leading intellectual Information Technology property management and marketing agency representing icons such as James Dean, George Patton, Marilyn Monroe and I NY. 67