Lecture In Progress, the advice and insight resource for young creatives, spoke with our Formula 1 creative team on the brand’s first ever global marketing campaign.

W+K creative trio Philippa Beaumont, Andrew Bevan and Freddy Taylor gave a behind the scenes look into the creative process of Engineered Insanity, which took fans closer than ever to the F1 action.

The team discussed the challenges and opportunities of working with F1’s huge archive library, dissecting fan feedback and aligning on Formula 1’s mission: “reshape the way people look at F1 and remind them it’s a sport centred around 20 madmen, hurtling around tarmac at over 215mph, in some of the most advanced machines on Earth.”

Read the full article here.

Last week we descended upon Advertising Week Europe, kicking off on Monday with ECD Iain Tait taking to the NextGen stage with young creative Rachel Clancy to discuss her journey into the industry including the chaos, creativity and concussion brought on by The Kennedys initiative.

ECD Tony and Formula 1’s Director of Marketing Ellie Norman presented all things Formula 1 on Weds, taking the audience behind the scenes on the brand’s new visual identity and showcasing our latest work, Engineered Insanity, on Picturehouse Central’s biggest screen.

Last but not least, global COO Neil spoke on brand building in a post-advertising world, before being grilled in a quick-fire Q&A.