Formula One, supercars and consultancy: Brand secrets from McLaren
Joseph CliftWarc
McLaren, which makes some of the world's most-coveted super cars, is a British brand success story of recent years. Presenting at Advertising Week Europe, an event held in London in March 2015, John Allert, McLaren's brand director, gave some of the secrets behind this success.
"This is a story rarely told, as we're a very secretive organisation," Allert said. "I want to talk to you about two elements of what we do – firstly, about the side of the organisation that's performance-led, the Formula One and supercar side,...