Formula 1 Netflix show, Drive To Survive, is one of the most popular series on the platform but it’s also part of a wider strategy to engage with a younger, more diverse audience.

And it’s largely thanks to Ellie Norman. Ellie is the former, yet first ever, Formula 1 Director of Marketing and Communications.

Ellie was brought in by Formula 1 to transform the sport and it’s fan engagement, so in this conversation she shares how Drive To Survive came to be, how she approached the new role, how she led their marketing team and how built a strategy, designed to change the sport’s perception.

It’s @campfireagency_ on Instagram if you can’t wait to see who’s up next week…