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For event marketers the bonds between brand and agency are so close they’re often downright personal. With big budgets at stake—not to mention the tight deadlines and long working hours—it’s no wonder the dream partnerships often become love-hate relationships. Hey it ain’t always easy to keep a business marriage intact. Just like happy marriages healthy brand-agency partnerships often require working through hurt feelings misunderstanding hidden resentment and communication problems.

Subway wants to shed its image as just a dieter’s fast-food delight so to kick off a new fitness-focused message and its new Fresh Fit menu options the sandwich chain hit Times Square—guerrilla-style.
 

THE HUMAN SIDE OF BUDGETING: INVESTING IN BRAND AMBASSADORS

Nissan’s Infiniti brand has partnered with Wired to offer free rides to shoppers in the magazine’s pop-up store in New York City. Every weekend through the end of the year anyone who makes a purchase at the store gets a free ride to their next destination in Infiniti’s new Bluetooth-enabled G35 sedan.
 
“Having the G35 sedan surrounded by an array of great technology brands and products is a great opportunity to reinforce [the brand’s high-tech capabilities] ” Kevin Thompson Nissan’s senior manager-promotions told Buzz.
 

Microsoft is introducing corporate customers to the long-awaited new Windows Vista software and Office 2007 with launch events in 74 cities from January through March.

The events are divided into two tours a Ready for a New Day campaign geared toward larger businesses and Microsoft Across America aimed at small- and medium-sized companies.