Nicholas Latifi Establishing and managing an F1-level communications platform


As a Formula One hopeful, Nicholas Latifi needed an agency partner to build and professionally manage his communications channels.

GroupWhistle was handpicked to work with Nicholas in 2015, just when he had graduated to the FIA’s GP2 category – the step below Formula One. We remained by his side for the next seven years.


First, we took Nicholas through an exhaustive research and positioning exercise so we could create a new brand that reflected his character, personality and career aspirations.

The result was a distinctive brand marque (and F1-inspired evolutions since) that was rolled out across all his comms touch points.

Our successful partnership with Nicholas continued throughout his GP2/Formula Two career and for the three years (2020–2022) he drove for Williams Grand Prix in Formula One.

We were responsible for designing, writing and distributing all of his external-facing materials and we worked with his sponsors to coordinate activation regionally and internationally.

We also managed Nicholas’s social media channels and provided communications and crisis management training and advice to assist with his professional development.

“The guys at GroupWhistle certainly know their stuff. From managing my website and coming up with great content, to keeping the media and everybody else up to speed with my progress, I know I can rely on them.”

Nicholas Latifi

F1 driver

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