In the Know with Ken
Nowadays we are used to a February/March schedule of presentations by the Formula 1 teams of their new cars for the impending season. These have become increasingly glitzy with carefully optimised ‘production values.’ Aston Martin, for instance, released a 36 minute video on 1 st March, which introduced us to the new AMR21. As well as being informative, this video is clearly intended to portray and promote Aston Martin’s and Cognizant’s brand values and corporate identities. Whilst the teams – and their main sponsors/funders – see such activities as essential to their operations, and thus seek to completely control the outputs, today’s media is proactive and intrusive, often reporting developments in timeframes entirely of their own choosing: result – the keeping of things confidential such as driver contract negotiations, technological innovations and technical failures is just a team manager’s fantasy. Very different from how things were 51 years ago....