Ascot hires Antidote to build year-round appeal

Ascot, the horse racing course, has appointed Antidote as its creative agency after competitive pitch.

Ascot Racecourse:  Antidote is appointed as its creative agency
Ascot Racecourse: Antidote is appointed as its creative agency

The independent agency saw off competition from RPM, The Corner and VCCP  to win the brief to develop a platform for the Ascot racing season that will attract new customers and lock in the old ones.

Ascot uses Publicis Groupe’s MediaVest for its media planning and buying.

Campaign first reported news of Ascot’s creative pitch in July. The racecourse previously used the now-defunct integrated agency, Mercier Grey, for its advertising.

Juliet Slot, the commercial director of Ascot Racecourse, said: "We conducted a very thorough pitch process to find an agency that demonstrated a strong understanding of our brand and audience.

"Antidote have translated that into creative that will, we believe, deliver a huge step forward for us at every touch point. We are hugely excited about the Royal Ascot campaign, which is in production, ready to be launched in the new year."

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