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  • B-to-C Events

    EM Follows Up on Five Years of Cover Stories

    EM Follows Up On Five Years Of Cover Stories


    Dean Acheson may have said it best. “Always remember that the future comes one day at a time.”

    In the event business the future comes one engagement at a time. As the industry continues to speed up gone are the days when live marketing was looked at as the add-on. Gone are the days when the event was the tactical extension of a branding program. Gone are the days when face-to-face marketing was but a mere silo of brand management.

  • B-to-C Events

    Where Are They Now: Michael Lynch

    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.

  • B-to-C Events

    Where Are They Now: Lego

    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.

  • B-to-C Events

    Where Are They Now: Chevrolet

    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.

  • B-to-C Events

    Where 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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