Ogilvy is tasked with throwing NASCAR stereotypes in reverse

02/18/2013 | New York Times (tiered subscription model), The

NASCAR is racing after younger, urban and more multicultural fans. John Seifert, chairman and CEO at Ogilvy & Mather, NASCAR's agency since July, described it is "a client who wants to transform itself and not be irrelevant in the future." Changes in the brand's direction include more emphasis on online, including Fantasy NASCAR, and more Spanish-language commercials, featuring drivers such as Juan Pablo Montoya. Commercials emphasize the personality of the drivers as well as the strategies they utilize, in an effort to ditch the sport's "redneck" stereotype.

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