Sandra O’Loughlin

Once focused on all-media-all-the-time Best Buy now connects with customers using a blossoming event marketing mix

A lot has changed since Best Buy first opened its doors 41 years ago.

Brands use Fashion Week sponsorships to strut their stuff reach influencers—and just plain look good

When it comes to glitz few events in New York City can rival Fashion Week the semi-annual ritual under the tents in Bryant Park where leggy models strut the latest designer duds down the catwalk.

Virgin Mobile goes green at its annual summer proprietary music

GM cuts its Olympic ties but the move doesn’t dent brand marketers’ affinity for long-term deals

With GM pulling out of the Olympic Games are long-term sports sponsorships dead? The consensus among top brands is no.

Brands target the celeb-obsessed by sponsoring high-profile green rooms

The green room is traditionally a quiet backstage area where talent and celebrities cool their well-shod heels away from the maddening crowds. These are an often Spartan affair where actors rehearse their lines or gather their thoughts before stepping into the spotlight. But like many an aging Hollywood A-lister the green room is getting a makeover. What was once a functional space has now become synonymous with backstage luxury.