SBD/Issue 141/Sponsorships, Advertising & Marketing

Marketplace Round-Up

The WALL STREET JOURNAL’s Brian Steinberg examines the trend of ad agencies parting ways with their clients and writes, “Walking away from a client might seem counterintuitive. But some agencies are choosing to do just that, rather than sink more resources into accounts where it isn’t clear that either financial success or creative harmony is guaranteed.” With Converse splitting with Butler, Shine Stern & Partners, Butler CEO Greg Stern indicated that Converse “had ‘changing needs’ and was interested in using agencies for project work rather than tapping a single agency of record.” Stern: “It would not cover the cost of time of our staff” (WALL STREET JOURNAL, 4/17).

Waltrip’s Early-Season
Struggles Could Be Costly
WALTRIP: In Winston-Salem, Mike Mulhern wrote that “according to one unconfirmed report,” NASCAR team owner and driver Michael Waltrip, who has missed the last six Nextel Cup races, “is having to return $300,000 to his sponsors for each race he misses” (WINSTON-SALEM JOURNAL, 4/16).

DODGERS: The Dodgers and Mexican airline Aeromexico have signed a multi-platform promotional agreement that includes title sponsorship of the postgame show on the Dodgers’ Spanish radio network. In addition, Aeromexico will give away trips during games, and travelers on Aeromexico flights will have the opportunity to receive discount vouchers for Dodgers tickets. Aeromexico joins Cacique, Las Palmas, Camacho’s and Los Defensores among the Hispanic-owned businesses advertising with the team (Dodgers).

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