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B-to-C EventsWhere Are They Now: Kevin Demsky
May 2003
FedEx
Back then: Kevin Demsky was whipping up a recipe for Memphis-style sponsorships that is almost as unique as the region’s babyback ribs. Demsky told EM that FedEx sponsorships are “a conduit” for convincing customers to utilize its services which led to eight rules for winning the sponsorship game. Rule One: Sponsorships are not created equal. Rule Eight: Know when to say good-bye to a property.
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B-to-C Events
Where Are They Now: Steve Baskin
June/July 2003
ING
Back then: Steve Baskin (in tie) vp-brand development and sponsorships and team were sprinting over the Brooklyn Bridge with the win of a lifetime a Grand Ex Award for ING’s title sponsorship of the New York City Marathon. The financial-services company activated the city’s annual event on all fronts with guerrilla efforts a community outreach and an informative captivating exhibit at the runners’ health and fitness expo.
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B-to-C Events
Where Are They Now: Steve Lauletta
February/March 2005
Miller Brewing
Back then: In 2005 Steve Lauletta director-sports and event marketing was focused on redefining and refining Miller’s event mix with a high-touch approach that was locally driven.
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B-to-C Events
Where Are They Now: Cheryl Di Re
November/December 2004
Washington Mutual
Back then: When Cheryl Di Re senior vp-marketing appeared on EM’s cover as captain of our 2004 Dream Team she was ramping up a strategic marketing plan that included events from the beginning not tacked on at the end. WaMu was heavy into community marketing with events targeting teachers as well as walkathons fairs and festivals for a touchy-feely effect that connected at a local level.