B-M secures F1 software brief

Burson-Marsteller has been appointed to promote how software used to decide race strategies in Formula 1 can be put to use in the ­boardroom.

McLaren Applied Technologies (part of the McLaren Group) and ­software firm SmithBayes launched a joint venture ­earlier this month.

They want to promote the ­technology to businesses worldwide.

B-M won the account ­after a four-way pitch. The agency will run an international campaign targeting leading corporations.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in