Webber hires FutureBrand to refresh image
13 January 2010
Australian F1 driver Mark Webber has appointed FutureBrand Australia to refresh his personal brand on and off-the racetrack.
The Red Bull Racing driver was introduced to FutureBrand’s Sydney team by sister agency Octagon, which represents Webber’s off-track marketing interests.
FutureBrand has been tasked with creating a new brand for Webber to reflect his recent success and provide a platform for future initiatives. The brand will cover his sporting and off-track activity, such as his work for cancer charities, as well as personal merchandising and his personal website.
The new branding will be in place for the 2010 F1 World Championship opener in Bahrain on 14 March.
Webber enjoyed a career high in last year’s F1 season, winning his first ever Grand Prix, in Germany, as well as enjoying a total of eight podium finishes.
FutureBrand has worked on several sporting projects in the past, including the branding for digital channel One HD, the 2006 Melbourne Commonwealth Games and Cricket Australia.
Erminio Putignano, managing director of FutureBrand Australia, said: “We are very excited by this opportunity to work with Mark.
“He is a one-in-a-million sports personality – a winner in one of the most competitive and international sports disciplines and at the same time a down-to-earth guy whose values and interests are deeply informed by his Australian roots.
“The project reflects the growing importance of brands in today’s business world and everyday culture.”
Source: B&T http://www.bandt.com.au/news/CF/0C0667CF.asp