NASCAR hires SapientNitro as media consultant

Share this article:
NASCAR hired digital agency SapientNitro to serve as media consultant for the NASCAR Media Group, Nascar VP of digital media Marc Jenkins said on Nov. 16. The hire took effect during late summer, he said.

“Our business is sponsor-driven, so we brought SapientNitro on board, given their perspective and vantage point, to see what the advertising trends are” and to help the company “understand advertisers' needs across media platforms,” said Jenkins. NASCAR Media Group manages the broadcast, interactive and ancillary rights to NASCAR content and works with sponsors to leverage that content for initiatives, such as TV ad campaigns.

Jenkins said SapientNitro is not serving as an agency of record nor handling creative work for NASCAR.

SapientNitro is consulting with NASCAR on traditional media channels such as TV, as well as digital channels. Jenkins said NASCAR hired SapientNitro because of the agency's digital and technological expertise.

“They give credibility to things we're hearing out there,” he said. Jenkins said that SapientNitro's digital expertise is “so important” because that channel is a “major component of the ad market now and growing.”

SapientNitro did not immediately respond to a request for comment.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.