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Cosworth


Industry: Automotive, Engineering


Location: Global


Involvement: PR, Content, Communications, Graphic Design, Videography


Visit: www.cosworth.com


Cosworth: Changing perceptions through PR and comms

When you think Cosworth, you will invariably think of motorsport. And while our involvement with the company started out in the high-octane world of Formula 1, we have evolved our support in line with the needs of the Cosworth business.

The Cosworth name has long been synonymous with technological prowess and high-performance. The company led the way with pioneering innovation in motorsport and has since transitioned itself into a profitable automotive technology company in the areas of performance, digitalisation, and electrification.

Recent growth has been driven by high-profile programmes and partnerships in the fast-evolving intelligent transportation space, yet repositioning the company at the heart of a transportation revolution requires concerted and consistent communications – and that’s where we come in.

Our objectives

As part of retained services in PR and communications, primarily, our objectives have been:

  1. To support Cosworth’s in-house team to help gain positive media coverage for the company’s present-day activities
  2. To provide internal communications support through newsletters at a time of business growth and acquisition
  3. To generate content that supports the marketing and sales functions across the entire business, including website, case studies, brochures, advertorials, and product assets
  4. To supply strategic corporate communications counsel and activity reporting directly into the Marketing Director and CEO
  5. Where needed, to offer graphic design and video production services to support marketing and sales efforts
  6. On a regular basis, to support social media campaigns and content to increase follower numbers and engagement on Cosworth’s channels


Our solution

Our working partnership with Cosworth utilises the complete spectrum of our services, covering content, communications, campaigns, and on-event support. As a retained account, we develop our offering on a weekly basis, driven by the needs of the business, while also maintaining longer-term strategic input. No two days are the same.

We have developed a push-pull approach to PR and communications, using the power of Cosworth’s partnerships, such as those with Aston Martin and Gordon Murray Automotive, to generate reactive and proactive media opportunities.

Taking a view of corporate reputation management, we keep our finger on the pulse of latest news and trends to ensure Cosworth remains involved in relevant media conversations, either through feature content, thought leadership or opinion. Everything we do for Cosworth revolves around maintaining and enhancing public sentiment of the brand.

Traditional PR is balanced with digital support to create a rounded set of services that gets the right content to key audiences in the format that resonates the strongest. There is no one-fits-all solution, but a familiarity with the company’s past, present and future direction allows us to create a multi-tiered solution that works for all of Cosworth’s stakeholders.

What we achieved

Over the years, we have worked with Cosworth to create memorable moments that have celebrated the company’s heritage while promoting its future direction.

During its last F1 participation, drivers Nico Hülkenberg, Bruno Senna, Karun Chandhok and Christian Klien all made visits to the company’s Northampton HQ for media activities.

In 2015, we worked with the UK government press department to welcome then Prime Minister David Cameron to open to company’s Advanced Manufacturing Centre. 

We worked with the BBC Panorama team to produce a segment, presented by Clive Myrie, from the facilities.

Celebrating the company’s 60th anniversary in 2018, we brought a varied group of media to Northampton to tell its story to a UK audience, including coverage on BBC, ITV, Reuters, Top Gear and more.

More recently, partnerships with Aston Martin have seen pan-European media visit the factory for insight into the Valkyrie program, while DriveTribe have filmed exclusive content with our support and supervision.

Results in numbers

0 k
views of DriveTribe exclusive video
0 M
reach from 60th anniversary event
0
year global PR partnership

Power of the Partnership

By working with us, Cosworth has been able to depend on a versatile and responsive agency at a time of intense change.

  • Motorsport background but with broader skillset in engineering, automotive and tech that is perfectly aligned with the Cosworth heritage/vision
  • Knowing when traditional methods of communication outweigh the digital-first approach, and how to extract value from both
  • Access to senior members of the SQN team to provide strategic communications counsel when needed
  • An ability to create content in different forms, relying on our in-house technical writing, voice-over, video, and graphic design skills
  • Working with the company since 2010, we have seen Cosworth’s evolution and growth first-hand, and know the ins-and-outs of the business – a true extension of the in-house team
  • Knowing how to plan, manage and run events to bring the brand story to life through in-person experiences and media opportunities
  • Developing trust at all levels within the business right up to the Executive Team
“At Cosworth, the challenge we’ve faced in recent years is making our brand relevant in an era where it is hard to get your name into a media space that is saturated. SQN has been quite fundamental in giving us a voice in a cluttered market space, helping us to meet our changing challenges and coming up with the answers to questions we’ve not yet considered.”
Nick Greenway
Marketing Director, Cosworth