In the Driver’s Seat: McLaren’s Race to the Top

What do CMOs and Formula One champions have in common? They're expected to perform under pressure, make split-second decisions, and keep showing up when the odds aren't in their favor. Recorded live at Cannes Lions 2026, Frontier CMO host Josh Spanier sits down with McLaren Chief Marketing Officer Louise McEwen and Formula One World Champion Lando Norris to explore how they're winning on and off the racetrack. In a world where most Formula One fans will never attend a race, they reveal how McLaren creates connections beyond race day and builds a brand that performs 365 days a year. Buckle up. This is McLaren's race to the top. 00:00:00 — Introduction & The Elite World Champion Group 00:01:00 — F1 Meets Cannes: Why McLaren Focuses on Creativity 00:02:20 — The Quest to the Front: How Putting Fans First Saved McLaren 00:04:30 — Taking Creative Risks: The Story of the Gulf Livery 00:05:15 — The "Drive to Survive" Effect & Media Value 00:06:45 — Engaging the 99%: Live Fan Events from London to Miami 00:08:35 — Brand vs. Athlete: Balancing Team Identity with Star Drivers 00:09:35 — Marketing the Narrative When the Team Isn't Winning 00:11:45 — The Rise of Female Fandom & High-Fashion Collabs 00:13:00 — Choosing the Right Global Partners & Activating Tech 00:14:05 — Making History: Lou McEwen’s Podium Moment 00:15:35 — Lando Norris Joins the Show: Life as the Face of McLaren 00:16:35 — Sinking In: "I'm Freaking World Champion" 00:19:30 — Developing the Mental Resilience to Handle Tough Moments 00:21:10 — Naps & Twitch: Lando's Unconventional Pre-Race Routine 00:22:00 — Rapid Fire Game: Signal or Noise? 00:23:10 — Summary & Field Notes: 3 Takeaways for Frontier CMOs