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
