Relentlessly ambitious, McLaren is one of the most successful F1 teams in history. The desire to win applies off the track too, in the determination to be one of the world’s leading technology groups. As one of our founding clients, we’re helping McLaren realise that ambition.


We defined McLaren’s ‘winning’ brand DNA, embedding it in the Formula 1, Automotive and Applied Technologies divisions. At the heart of the business, we’re actively using it to create one united group, collectively dedicated to winning.

In Automotive, we travelled the world to better understand what makes supercar owners tick, and what this means for producing and marketing revolutionary, ultra high performance cars.

For McLaren Applied Technologies, we repositioned the business, giving it the clarity to concentrate on delivering game-changing innovation.

And in Formula 1, we worked with a clinical psychologist to identify how to get the best out of their most valuable brand assets – the drivers.


McLaren is now positioned as a cutting-edge, mould-breaking technology group.

This is seen in increased revenue and new sponsorships, including the evocative and exciting return of Honda to McLaren, its spiritual F1 home.

In the last three years McLaren Applied Technologies has grown into a multi-million pound product innovation business.

And Automotive has launched two supercars that redefine their categories with a blend of performance, usability and jaw-dropping technology.

Brand positioning | Brand strategy | Brand architecture | Qualitative research | Brand identity | Tone of voice | Internal engagement | Naming | Film production | Communications

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