Inferno wins F1 account

UK-based integrated agency Inferno has won the account to handle Abbey’s Formula One sponsorship.

Abbey, part of the Santander group, are the sponsors of the 2008 British Grand Prix at Silverstone and the Vodafone McLaren Mercedes Racing Team, which includes Lewis Hamilton.

“Lewis Hamilton is a phenomenal property to be able to use and our strategy will play on bringing his story to life in a way that is relevant to all, regardless of how avidly they support Formula One," Frazer Gibney, managing director at Inferno told mad.co.uk. “F1 sponsorship is a truly exciting area for Abbey, correctly exploited it will have a serious impact on the Abbey brand."

According to mad.co.uk, Inferno won the business after a four-way pitch against Wax, Momentum and 23red.