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.

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