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Tag: Nick Martin

  • McLaren races into the past as Iron Mountain fuels digital revival

    McLaren races into the past as Iron Mountain fuels digital revival

    MUMBAI: When it comes to history, McLaren’s not just leaving skid marks, it’s digitising them. The racing powerhouse has teamed up with global information management leader Iron Mountain to put its legendary past in pole position for a digital-age revival.

    Through this partnership, Iron Mountain will help McLaren Racing reimagine its vast archives transforming decades of blueprints, films, and photographs into dynamic, intelligent content. Think of it as a pit stop for history, where dusty reels and fading sketches are tuned up with AI precision and set to race into the cloud.

    The collaboration marks a major lap in McLaren’s digital heritage transformation journey. Iron Mountain’s AI-enabled platform will help unlock hidden value in the team’s storied legacy, turning nostalgia into an interactive experience for fans and partners across the globe. From the roar of Ayrton Senna’s engines to the craftsmanship behind every chassis, McLaren’s most iconic moments are set to be revived, reimagined, and relived.

    McLaren Racing, co-chief commercial officer Nick Martin said, “Our fans are at the centre of what we do, and we are passionate about sharing our storied past with them. With the integration of Iron Mountain, we will be able to bring to life more of the team’s rich history for our fans and partners as we look to shine a light on the McLaren Racing brand.”

    Beyond storytelling, the partnership also brings efficiency to the garage. Iron Mountain will support McLaren in securely managing and recycling end-of-life IT assets, a move that reinforces the team’s commitment to innovation and sustainability both on and off the track.

    Starting from the 2025 United States Grand Prix, Iron Mountain’s branding will appear on both McLaren Formula 1 race cars, along with several other touchpoints throughout the 2025 season and beyond.

    Iron Mountain executive vice president & chief commercial officer Greg McIntosh added, “We are proud to partner with the McLaren Formula 1 Team, which embodies the spirit of innovation and high performance at Iron Mountain. Our AI-enabled digital platform will help to fuel new opportunities for success and transform McLaren Racing’s iconic heritage media protecting these timeless assets for future generations.”

    By preserving its past while powering towards the future, McLaren proves that even in Formula 1, heritage doesn’t slow you down, it gives you more traction.

     

  • Maxus and Metalworks buoyed about inaugural Melt 2015

    Maxus and Metalworks buoyed about inaugural Melt 2015

    MUMBAI: It’s that time of the year when professionals will congregate to celebrate the first edition of Melt 2015, a two day festival of creativity, advertising, media, digital and marketing industry.

     

    Marketing and communications brand Maxus along with Metalworks, (the global R&D division of Maxus Global) is participating at the festival. Media professionals will witness effective and new age sessions by Maxus South Asia head of digital Unny Radhakrishnan, Metalworks strategist Alex Jasper, Provolv CEO Nick Martin and Maxus India director creative technology Harish Shankaran.

     

    At their booth Metalworks will display state of the art technological innovations and products, which would bring about a revolution of change in the field of modern technology.

     

    Some of the products and services include:

     

    Provolv Sens: A batting cage so that people can try it out and compete with others to get a demo of the technology.

     

    Provolv Stumpshot: Demo of the casing and app.

     

    Playground Project: Showcased on screen and table, this is something that Metalworks is trying to achieve.

     

    VR technologies: A showcase of Zeiss VR, Google Cardboard, Samung Gear VR to showcase VR.

     

    Apart from displaying their newest technologies, Maxus India and Metalworks will work closely to conduct sessions and workshops with demos for prospective clients.

     

    Maxus South Asia managing director Kartik Sharmasaid, “It is a fantastic opportunity for Maxus to be a part of this excellent event. With expectations of a large footfall and the presence of marketers, advertisers, students and the fraternity, Maxus will be very successful to create an impact along with Metalworks by showcasing the newest and most innovative products and services that have been developed. We would be showcasing an interesting mix of innovations and new tools that our enablers for brands in India to truly be future ready.”

     

    Shankaran added, “We are excited to be a part Melt and give a glimpse into what we really do. We expect a healthy reaction from the crowd and are looking forward to build a good standing in the industry. With state of the art technologies that we have, we are sure the response will be encouraging. We aim to bring about a tremendous change in how technology is used, perceived and executed and have thus decided on live demos which will help enhance the experience.”