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SBJ/October 8-14, 2012/Marketing and Sponsorship
CAA Sports consulting lands Chase
Published October 8, 2012, Page 1
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“We looked at all the leading agencies, and CAA was strong in activation, acquisition, negotiations and strategy,” said Steve Pamon, the former NFL marketer who has been heading Chase’s growing sports and entertainment marketing department for the past year.
As for CAA’s broad-based assignment?
|Chase bought its “marquee partnership” with Madison Square Garden two years ago.
“Overall the objective for all our sponsorships is to establish an emotional connection for our customers and clients that moves beyond the commoditized relationships that exist with any consumer product.”
CAA’s involvement in selling Chase MSG’s “marquee partnership” two years ago provided an introduction. However, it was only a little over a year ago that CAA hired Greg Luckman away from GroupM ESP to head corporate consulting. Since then, it has won JPMorgan Chase along with a review for Emirates Airline, increased CAA’s business with Best Buy, and obtained new business from Time Warner Cable and its recent launches of TWC SportsNet and TWC Deportes in Los Angeles.
“We’re happy with the [Chase] win and our first year,” said Luckman, whose financial service expertise includes a decade with Momentum, mostly on the American Express account. “We’re leading with strategic consulting in terms of capabilities, but certainly handling activation for clients like Chase and Emirates. What I have found in a year here is that CAA has a position within pop culture that can provide unique insights. That and our collaborative culture are what has allowed us to build a brand consulting practice so quickly.”