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IMG Sports Marketing Symposium: CMOs Stress Importance Of Social Media
Published October 6, 2011
I'LL HAVE MY PEOPLE CALL YOUR PEOPLE: The executives also talked about the value of using a sports agency. Santana: “There are three criteria: its insights, ideas and executions. So can you deliver the insights? If you can then you’re a valued agency. Can you translate that into an idea? Then ultimately, how do you execute it?” Lyski: “The primary reason we use them is because I’m not going to be able to develop and grow a talent base that can come anywhere close to what I’m doing with Wasserman (Media Group). So we use them for strategy and then actual event execution.” Lyski spoke of how the goals for using sports branding and social media are identical. Lyski: “You pick the sports that are going to flesh the brand out in a more personal way with an end consumer, and that’s the way we’re leveraging the social vehicles.”
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