NASCAR picks Rogers & Cowan for digital entertainment division

LOS ANGELES: NASCAR has tapped Rogers & Cowan to handle its broadcasting, new media, and entertainment business.

LOS ANGELES: NASCAR has tapped Rogers & Cowan to handle its broadcasting, new media, and entertainment business.

The work was previously handled by LA-based Anachel Communications, but NASCAR restructured its relationship with that firm late last year to focus solely on strategic business and media relations.

R&C will work on supporting film initiatives, luring celebrities to the track, and performing media outreach around NASCAR's entertainment extensions. Associate VP Heather Krug will lead a team of six people.

R&C's first assignment was providing star power for the NASCAR Daytona 500. The agency helped provide Ashton Kutchner, Third Eye Blind, and Matthew McConaughey for the pre-race festivities. The company will also support Nascar's relationship with the movie industry, including the upcoming film Herbie: Fully Loaded, which features Nascar drivers Rusty Wallace and Dale Earnhardt Jr. Also in the works is Talladega Nights, which stars Will Ferrell as a Nascar driver.

NASCAR had its third annual PR summit on February 8 and 9, where more than 200 PR pros from the organizations, teams, speedways, and sponsors met to discuss plans for 2005. The event was hosted Jim Hunter, VP of communications, and Ramsey Poston, managing director of consumer and corporate communications.

In addition to its relationship with Anachel, NASCAR works with Alan Taylor, its primary PR firm in charge of motor sports and top 20 market outreach, as well as select national opportunities. Powell Tate will continue to handle NASCAR issues management.

David Nobs, general manager of R&C, said it was a competitive pitch and believed that three agencies were in the finals. NASCAR did not respond by press time.

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