P1racenews AI automatic summary:
We catch up with Boutique Agency of the Year winner at The Race Media Awards, AND THE NEW, to see how it is adapting to changing attitudes around social media and content marketing
When The Race Media Awards were first launched, there was only one category for Agency of the Year, but it became clear that this didn’t represent the diversity of the market. Thus, Boutique Agency of the Year was introduced for agencies with fewer than 25 employees to compete on a fair ground. AND THE NEW, a social-first creative agency, differentiated itself through its focus on content marketing, earning them an Award win.
The agency’s approach aimed to inspire and engage audiences in sports, entertainment, and culture, rather than just focusing on traditional sports marketing. By prioritizing social media engagement and community building, they capitalized on the shift in audience behavior towards digital platforms.
Their work with clients like SAP, Hilton, and Mercedes F1 Esports showcased their creativity and diversity across various racing categories, impressing the judges at the Awards. In today’s attention-driven model, creating content that resonates is key, regardless of follower count, emphasizing the need for relevance in the digital landscape.