NASCAR reviews its LA agency business

LOS ANGELES: NASCAR is performing an agency review for its west coast office here, which oversees support for broadcasting, new media and entertainment partners.

LOS ANGELES: NASCAR is performing an agency review for its west coast office here, which oversees support for broadcasting, new media and entertainment partners.

Anachel Communications, the firm that has handled the LA work since 2001, is still in the running for the account, said Andrew Giangola, NASCAR business communications director.

Giangola declined to give the value of the account or name the "several" other firms vying for it. Giangola said he was unsure when the company would make its decision.

He noted that the evaluation process was part of NASCAR's standard business planning.

NASCAR is looking to build on its move into the pop culture landscape.

It has already forged partnerships with upcoming films Herbie: Fully Loaded, which stars Lindsay Lohan and features NASCAR drivers like Rusty Wallace and Dale Earnhardt Jr., and Talladega Nights, which stars Will Ferrell as a driver.

In addition, NASCAR: The IMAX Experience, had the largest grossing opening week of any IMAX movie, and Wheel of Fortune featured a NASCAR-themed week.

The sport also enjoys patronage from many celebrities, such as Britney Spears, Kid Rock, Alice Cooper, and Pharrell Williams from the Neptunes.

"We're looking for [an agency] supporting communications for our television partnerships, continuing to generate exposure for the exciting projects in TV, motion pictures, music, and new media," Giangola said. "We're looking, as we always do, for a good partnership."

The agency will also support communications efforts around the expected renegotiation of NASCAR's TV contact, which the Los Angeles Times reported was worth $2.4 billion and is due to expire in 2006.

The company will continue to work 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.

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