Sandra O’Loughlin

October/November 2002

Chrysler

Back then: In his role as chief mechanic of DaimlerChrysler’s global event portfolio Don Schmid director-global event marketing was our very first cover boy. Schmid revved up 1 500 events half of which supported the street-smart Dodge brand the other half split between Jeep and Chrysler. Programs included the X Games sponsorship the Detroit Auto Show and Camp Jeep with Chrysler poised for a major push.

February/March 2003

Visa

Back then: Cover stud Michael Lynch senior vp-sponsorships and events was heading up Visa USA’s “secret regime” in the battle for consumer share of wallet. Lynch’s chief weapon sponsorships at the time included the Olympics which runs through 2012 the Super Bowl Halftime Show horse racing’s Triple Crown NASCAR and new in 2003 a deal as the official card of Disney’s theme parks cruise lines retail stores and video releases. Sounds magical.

June/July 2003

Chevrolet

Back then: Chevy’s team was finally rested up after the 2002 Olympic Torch Relay the largest marketing initiative in GM’s history. It was a 117-city extravaganza involving 11 000 torchbearers witnessed by 13 million cheering fans across 14 000 miles covered by 43 Chevy Tahoes Suburbans motor homes and then all-new Avalanche. It all added up to a Grand Ex Award for Chevrolet.

August/September 2003

Lego

Back then: When Vince Rubino marketing programs project manager appeared with Michael Boland senior brand manager and Paul Schou vp-brand marketing event marketing was at an all-time high for this kid-focused brand. The Bionicle Unleashed van was about to roll (one of five mobile tours that summer) along with sports leagues partnerships retailtainment theme parks and its own retail stores as part of an integrated targeted event strategy.

November/December 2003

Reebok

Back then: Micky Pant Reebok cmo was sporting an Event Marketer Dream Team jersey and sweatpants in the Reebok corporate showroom.