B-to-C Events
Where Are They Now: Rich Lehrfeld
June 2005 American Express Back then: Rich Lehrfeld (in jacket) vp-global sponsorships was hitting an ace with AmEx’s sponsorship of the US Open which turned New York into Tennis Town and netted the brand a 2005 Grand Ex Award. AmEx transformed Rockefeller Center into a mini National Tennis Center complete with stadium seating a Jumbotron...Where Are They Now: Jocelyne Attal
August/September 2005 Avaya Back then: Avaya was kicking up its second FIFA World Cup sponsorship and Jocelyne Attal cmo was crafting a year’s marketing message around the idea that if the high-tech company can provide the communications infrastructure for the world’s biggest sports event it can run yours too. World Cup was an unqualified success;...
On-Premise: Corona Extends Film Tour Sponsorship With Apres-ski Environment
It’s known for its beach-themed TV spots but Corona’s latest sponsorship gives the brand an entrée into skiing. The Modelo Brands brew recently signed a three-year sponsorship with Warren Miller Entertainment aligning Corona with WME’s annual screenings of extreme skiing documentaries. This year’s 19-date 11-city tour around the movie “Off the Grid ” kicked off...
Campaign Launches: Frito-Lay Pops First Mobile Tour For New Lay’s
Frito-Lay North America has rolled out its first mobile marketing effort a 20-market tour behind Lay’s potato chips. With stops primarily at supermarkets the initiative is aimed at getting the newly reformulated snacks—they’re now cooked in sunflower oil—in the mouths of consumers.