B-to-C Events

B-to-C Events

January 28, 2010

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...

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January 28, 2010

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;...

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January 28, 2010

Pepsi Rebrand Takes Event Savvy

LAUNCHING BRANDS IS TOUGH. Changing brands especially beloved 100-year-old-brands is even tougher. Witness the recent debacle that unfolded when Tropicana redesigned its orange juice packaging. After weeks of consumer outcry the brand dumped the new look and went back to the original carton that featured the iconic orange with the straw in it.

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January 28, 2010

Glacéau Pops Up in Manhattan

Fry an egg dance a jig or get jiggy with it. It’s easy to burn 10 calories and Glacéau splashed that message all over New York City during its launch of vitaminwater10 last month with pop-ups in Union Square and SoHo. Since New York is home base for the brand launching its newest product there...

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January 28, 2010

CitiField and Yankee Stadium: Head to Head

In New York City baseball season is as much a part of life as hot cabs cool cuisine and weekends in Sag Harbor. It is so much a part of the city’s history that many baseball fans in the Big Apple (no matter their allegiances) viewed last season as a real end of an era...

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