Since 1967, the National Off Road Racing Association's (NORRA) Mexican 1000 has been a significant environment for creativity and innovation in off-road motorsports.
More and more companies are realizing that to make their million-dollar TV investments work harder for them, significant resource and creativity needs to be put into the media around a TV spot, no matter how creative it is.
Merchant remains bullish, but says it will take creativity (indeed, she herself spends significant time writing, but earns most of her money through a separate channel, public speaking).