‘To do something well is so worthwhile that to die trying to do it better cannot be foolhardy,’ Bruce McLaren, From the Cockpit, 1964

Niki Lauda, Alain Prost, Ayrton Senna, Mika Häkkinen, Lewis Hamilton. What have they all got in common? They were all World Champions, but more importantly, they all had a team behind them that worked as one to get the car over the line ahead of the competition.

From designers to aerodynamic engineers to analysts to pit crew to the driver - F1 is the embodiment of adaptive behaviour with different skills coming together, interpreting, augmenting and creatively iterating to succeed in a changing environment. Whether you are ‘dunking in the dark’ or simply optimising a global campaign on a local level, the ability to collaborate to be creative in your strategy, execution and implementation, and to continually adapt based on new data, is now essential for agencies.

Did you know?

• The McLaren F1 car goes through 20,000 adaptations in a season
• The in-race telemetry from the car travels the world, passes through a data centre full of analysts, and then returns to the pit crew in seconds so they can implement learnings
• Only 3% of a car’s design and technology is carried over from one season to the next, meaning 97% is adapted based on what was learned

The entire McLaren brand is based on the idea that teamwork, adaptivity and creativity go hand-in-hand with success and this is now being applied beyond F1 to everything from the human body to aerospace.

In this session delegates learn how to be more adaptive and see how this could boost creativity. Delegates hear how the principles of adaptive behaviour can be applied to their own industry and on the journey experience:

• A pit-stop demonstration by the world record-holding crew
• An insight into the role of the driver in the team and how he/she works with the team to adapt and succeed; delivered by a driver himself. The session shows that if the team does not adapt between races you lose two spots on the grid, and if you stand still between seasons, you lose ten places
• An insight into how adaptive behaviours can be applied across industries, including our own

Attendees will take away the Adaptive Marketing Handbook – developed in collaboration between McLaren and Mindshare showing you the practical ways in which you can become more Adaptive.

watch the trailer