In this conversation, Shergul Arshad, Head of North America at the Aston Martin Formula One Team, joined Dan to discusses the role of creativity in sports marketing and the growth of Formula One in the North American market.

As always, it's a fascinating and fun conversation with Shergul. His time at AS Roma as Head of Digital, which led to numerous great activations and football firsts, as well as within his current role in F1 are ones we discuss in depth. And bring to the fore how having the right culture and management can allow creativity to flourish.

Shergul on LinkedIn

Book mentioned: Getting to Yes by Roger Fisher & William Ury

Chapters

00:00 Introduction and Definition of Creativity

01:00 Sheik's Role as Head of North America with Aston Martin Aramco F1

03:15 The Importance of Partnerships in Formula One

11:14 The James Bond Link and its Impact on the American Market

14:32 Standing Out in a Competitive Environment

20:18 The Partnership with TikTok and its Success

23:37 The Success and Significance of Drive to Survive

25:31 Driving to Surpass Expectations in Formula One

29:17 The Growth of Formula One in North America

33:07 Collaboration Among F1 Teams to Attract Viewers and Sponsors

36:28 The Unique Selling Points of Formula One

39:18 The Fan Experience at Formula One Races

44:27 The Importance of Celebrity Involvement and Brand Partnerships