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  • B-to-C Events

    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 even a grass lawn. At Flushing Meadows cardmembers received exclusive offers and access. “It’s about understanding the customer ” Lehrfeld said.

  • B-to-C Events

    Where Are They Now: Cathy Bessant

    May 2005

    Bank of America

    Back then: Two years ago Bank of America was on a growth jag beefing up consumer capabilities bolstering commercial lines of business and enhancing rate derivatives and equity products—and dialing up its marketing tools under cmo Cathy Bessant.

  • B-to-C Events

    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; but now more targeted online and live events were scoring with customers.

  • Articles

    Activation: Baileys Launches Lounge For John Legend Tour

    Diageo’s Baileys Original Irish Cream brand has taken title sponsorship of R&B artist John Legend’s upcoming tour which kicks off in Atlantic City on Friday. The brand is activating on site with the Get Together Lounge where consumers can sample the product pre-show. The brand will pour Baileys “Legend” Martinis made with the liqueur.
     
    “His music is smooth and sophisticated and unique which is very similar to the tone of what the brand is all about ” Alefiyah Merchant Baileys brand manager told Buzz.
     

  • Articles

    Hispanic Marketing: Sony Tests Retail Events In L.A.

    Sony Electronics has just embarked on a five-month event push focused on Hispanic consumers in and around Los Angeles. The manufacturer is setting up a branded environment in parking lots of key retailers—both big chains and independents—and at community events primarily on weekends through March.
     

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