The Space Between appointed by digital challenger bank QNTMPAY

Sports and Entertainment marketing agency The Space Between has been appointed by Canada-based digital challenger bank QNTMPAY, to activate and manage its multi-year Formula 1 partnership with McLaren Racing.

The broad-remit brief will see the agency assist QNTMPAY in launching to market in mid-2021 and will include the creation of the global campaign, strategic partnership planning, rights holder management, communication support and marketing activation.

The account will be overseen by The Space Between co-founder Adam Raincock and Account Director Sam Ruffe. Commenting on the announcement, Adam says: “It’s the perfect client for The Space Between. An innovative brand looking to challenge the established ways of the banking world, in the same way we are in sports marketing. The campaign we’ve created is all about using the McLaren Racing partnership to target Gen Z, which requires an innovative approach. The result is a modern and creative campaign that will set QNTMPAY apart in their market.”

As part of the partnership, QNTMPAY branding will be represented on the McLaren MCL35M race cars' cockpit surrounds and the McLaren F1 driver race suits of Lando Norris and Daniel Ricciardo for the 2021 season. QNTMPAY will activate the McLaren Racing partnership through a global marketing campaign, 'Make Your Move,' which inspires and rewards consumers to join a bank that puts them in the driver's seat.

Commenting on the announcement, Adam Pearsall, founder of QNTMPAY, says: “QNTMPAY's mission is to change the relationship people have with their money and we are thrilled to be working with The Space Between to bring our McLaren Racing partnership to life and shape the future of digital banking and payments. The agency has a proven pedigree in partnership activation, and I look forward to working with Adam and the team as we bring QNTMPAY to market this year.”

The client win is the first in a series of new business wins to be announced by the start-up agency since it officially launched in January 2021. QNTMPAY will sit alongside The Space Between’s existing clients, including Mitsubishi Motors, Vitality and Principality Building Society.