• Ad Age, Friday, July 13, 2007 10 AM

International Speedway Corp. has tapped DeutschMedia as agency of record, dumping Mediaedge:cia due to DeutschMedia's knowledge of the motor-sports category, along with it knack for local accounts.

"They bring quite a bit to the table, but the most significant is the way they structure their buying organization -- from the market level up," says Leonardo Santiago, manager of corporate and investor communications for ISC. "This approach is a vital requirement for our racetracks, given their direct relationship with local media and fans across the country."

The agency will handle ISC's media planning and buying and possibly support partnerships as well. A top promoter of motorsports, ISC hosts the Daytona 500, along with over 100 other events at its 13 venues. It spent almost $900,000 in media last year just to promote the Daytona 500, according to TNS Media Intelligence.

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