De Silvestro, DigitasLBi Join Forces

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Brand Live will become a part of Simona De Silvestro's marketing strategies as she prepares to enter F-1 in 2015. (Brand Live photo)
Brand Live will become a part of Simona De Silvestro's marketing strategies as she prepares to enter F-1 in 2015. (Brand Live photo)
Brand Live will become a part of Simona De Silvestro’s marketing strategies as she prepares to enter F-1 in 2015. (Brand Live photo)

AMSTERDAM, The Netherlands – Starting in 2015, Simona De Silvestro is expected to make her debut as full-time Formula 1 driver, the first female to do so since Lella Lombardi in 1976.

On Monday, De Silvestro signed a global partnership with marketing and technology agency DigitasLBi. The collaboration will revolve around the use of BrandLIVE. This brand new proposition combines real-time social content strategies and raw creativity with the agility of a newsroom.

Imran Safiulla, Managing Director of Racing 78 GmbH and Manager of Simona De Silvestro, said the new partnership an important piece of his company’s marketing strategy.

“We live in an environment where markets are continuously evolving and having a very clear and precise digital marketing strategy is key for any corporation,” Safiulla said.

“The delivery of product and service advertising is under extreme pressure to be authentic and to resonate instantly with the targeted consumer. We look to be innovative in this new partnership and will jointly create a differentiator in the digital content and marketing space. The story, as it evolves around Simona’s road to F-1, is a newsworthy and authentic story on racing and qualifying at the highest possible level and the life that comes with that. Brands wanting to connect to this adventure will now have the means, both in the real world as well as in the digital ecosystem.”

“Brands want to be relevant in the daily lives of consumers and time plays a huge part in this. Half of the audience that a Facebook post will reach is created within 3.2 hours. Relevance has a deadline,” said Dirk van den Bosch, Managing Director of DigitasLBi Netherlands.

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