“Formula 1 to date has been a motor sports company … and I’m pivoting it to much more of a media and entertainment brand with the soul of a race car driver.”

Sean Bratches, Managing Director, Commercial Operations, F1

We discovered more at Advertising Week Europe 2018 where, for the fourth year in a row, Oystercatchers was invited to host a session. Suki Thompson, our CEO, dived deep into interview with Sean Bratches, Managing Director, Commercial Operations, Formula 1.

For the uninitiated, F1 is a multi-billion dollar business with over half a billion fans worldwide. And Sean Bratches, one of ESPN’s most influential leaders, is on a mission to transform the F1 experience. He recently announced F1’s biggest ever investment into digital with the launch of F1 TV across 40 markets. In the pipeline: city centre festivals clustered around core elements of Formula 1 to deliver a spectacle and engage with new audiences.

Read more about F1’s radical transformation in Marketing Week »