The last person in the UK who described his product as being crap in public was one Gerald Ratner - and he was gone immediately.
Martin SorrellFormula One is not just multinationals. It's also about national players wanting to get global coverage.
Martin SorrellYou must not only focus on the consumer, but also on what it does to you internally - getting people aligned to the strategic mission of the company - what it does to the suppliers, governments, all your stakeholders.
Martin SorrellIf you are a driver of a team and have a certain set of sponsors, who is the target market for those sponsors? But, of course, it is also a question of nationality.
Martin SorrellJust take the lack of presence of F1 in the United States. In theory - and logically - you would have an East Coast Grand Prix, a West Coast Grand Prix, and I think you should have a street race in Detroit - it is still the motor capital of the US. You stay in the US for four weeks and could have two to three races, certainly two.
Martin Sorrell