Williams’s ‘Director of Smooth’ shows how to cut through in F1

Formula 1’s transformation under Liberty Media – and especially its shift in attracting a younger generation of new fans – has made it a no-brainer for consumer brands to get involved.But while a gold rush of companies coming on board is great news for F1 and teams, it has created a different kind of challenge for sponsors themselves: how do you get your message targeted to the right audience in a crowded landscape?This is something that Williams sponsor Wilkinson Sword, which is the squad’s official men’s grooming partner, aims to do this week with the use of a bit of humour and personality.The personal care company has just launched a fan campaign platform called ‘Partners in Smooth’, …