SBD/July 7, 2011/Marketing and Sponsorship

Marketplace Roundup

MARKETING magazine’s John Reynolds reported BP “launched its first TV campaign" in the U.K. since the company's oil spill crisis last year, “highlighting its sponsorship of the London 2012 Olympics.” BP Brand Dir Duncan Blake said, "We are trying to be humble. We thought now people were in the mood to listen to a message about the Olympics.” The ad was created by Ogilvy & Mather and “features BP's sponsored athletes, including British track star Jessica Ennis and Paralympic runner Richard Whitehead.” The ad runs throughout July and “features the athletes running in various locations, including across BP's ‘bio-fields,’ as well as on tracks” (MARKETINGMAGAZINE.co.uk, 7/6). Meanwhile, AD AGE’s Kunur Patel cited sources as saying that Coca-Cola “has moved global digital work for its 2012 Olympics sponsorship to LBi from SapientNitro.” It is “a coup for the digital agency, which, while enjoying a strong reputation in the U.K. and elsewhere in Europe, has been struggling for mind share stateside” (ADAGE.com, 7/6).

Mike and Bob Bryan ink deal to endorse Esurance
DOUBLE YOUR PLEASURE
: Top-ranked doubles team Mike and Bob Bryan are endorsing auto insurer Esurance, the pair announced yesterday. The deal was announced at a youth event in Austin, host to the U.S.-Spain Davis Cup tie this weekend. The deal includes a sweepstakes to win a tennis lesson from the Bryans. Esurance also sponsors the USTA’s 10 and under initiatives and the U.S. Open. Esurance was advised on the deal by former Octagon tennis agent Tom Ross; the Bryans are represented by Lagardere (Daniel Kaplan, SportsBusiness Journal).

DESERT NEWS:
In Phoenix, Mike Sunnucks noted the D’Backs and Suns “announced the first set of sponsors and brands that will put billboards and electronic signs in downtown Phoenix between Chase Field, US Airways Center and the Phoenix Convention Center.” The advertisers buying space include Chevrolet, Anheuser-Busch, Arizona Public Service Co., Fry’s Food Stores and FS Arizona. Those companies and brands “have sponsorship or other deals with the D-backs, Suns or both” (BIZJOURNALS.com, 7/6).

SOCIAL BUTTERFLIES: The Next Web in its “Top 20 Brands on Facebook,” named Red Bull (No. 5), Converse All Star (No. 6), Converse (No. 7), Monster Energy (No. 15) and adidas Originals (No. 18) (THENEXTWEB.com, 7/4).
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