Cannes Lions 2013 hosted famous pilot of Formula 1 team McLaren, Britain’s Jenson Button, regarded by his peers as one of the most talented pilot (world champion in 2009 with constructor Brawn GP) and best ambassador of race driving. He was accompanied by Ron Dennis, Chairman of McLaren Automotive and John Allert, Brand Director.
The McLaren Group is a British company comprised of automotive-related companies specializing in cutting-edge techniques. Created and directed by Ron Dennis, it is based in Woking in Great Britain. The McLaren Group is owned at 50% by the Bahrain Mumtalakat Holding Company, at 25% by Tag (Mansour Ojjeh) and 25% by Ron Dennis.The McLaren Group includes McLaren Racing (officially engaged in the Formula 1 world championship as the Vodafone McLaren Mercedes), the brand McLaren Automotive (product of the merger between McLaren Cars and McLaren Composites), McLaren Electronic Systems, McLaren Marketing and McLaren Applied Technologies. Ron Dennis wanted to mark its presence at Cannes Lions in 2013 by explaining at the press conference: “We are a Formula 1 team, but we are also a group of technology companies including a very diersified high technologies group that is rapidly growing. We use our creativity to adapted our business to include different cutting-edge technologies as everything goes very fast: almost 90% of the components of an F1 car will be redesigned during a racing season. Speed, accuracy and quality are essential, but also innovation and creativity, to become the best of the circuit, push the boundaries of the technology such as the introduction of next season V6 Turbo engine blocks.”
In terms of technological creativity, the McLaren Live is an application in a unique browser-stream live telemetry issued on a PC, tablet or mobile. It helps to know in real time and continuously the results in qualifying sessions in the race, it can analyze an incredibly large amount of detailed data. It also gives a privileged conversation between the pilots and the stand and provides knowledge and information that are not available on TV.
Born in Frome, Jenson is John Button’s son, a rally-cross star in the 70s, who sat his son in a karting when he was eight. Jenson would then become British kart champion at the age of 11. After a decade of hit-and-miss seasons in F1, he eventually joined the Brawn GP squad and won the world championship to everyone’s surprise. With the Vodafone McLaren Mercedes that he joined in 2010, Jenson demonstrated his talent and adaptability in tricky conditions and won a string of races.During his interview, he said he was sure that women can drive F1 cars and win races.