LONDON — Silverstone, the race circuit known as the home of British motorsport, has appointed brand building, communications and analytics agency Boldspace on a data and analytics brief following a competitive pitch.

Boldspace will review Silverstone’s digital estate and create a new data and analytics framework that will inform the organisation’s future marketing and communications activity.

Last summer, Boldspace launched BoldLens, its own data and analytics platform that enables clients to monitor, track, predict, and react to developing trends in and around their business, across all communications channels and commercial data, in real-time.

The account will be led by agency co-founder and MD Mike Robb, a former managing director of MHP who launched the agency in May last year, and Therese Moriarty, who came on board as head of data and insight last August.

Robb told PRovoke: “It’s very much a blurring of traditional PR and it’s not necessarily a brief we would have got so soon, but it is the reason we appointed Therese. Silverstone’s challenge is that their data has been tracked in loads of different ways over the years, and have come to the moment that they realise they are making business decisions based on data that’s not always accurate.

"They want us to fix their data, track and report on it, and then start making objective recommendations in terms of campaigns. It’s not a conversation you would have in many PR agencies.”

The team will report to Silverstone head of marketing Daniel Huson, who said: “We have a series of complex data and analytics challenges, encompassing multiple digital properties and product lines. Boldspace is the perfect agency to drive this project; bringing deep data and analytics expertise that will give us a clear view across all our digital channel metrics and then implementing their analytics platform to ensure we can access an entirely new set of insights that has the potential to enhance commercial performance and relationships with our customers going forward.”

Silverstone, which is currently closed to the public due to coronavirus restrictions, does not currently have a retained PR agency and handles all communications in-house.