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Volume 21 No. 2
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Forty Under 40

When Tyson Webber completed his duties for GMR Marketing at the Humana Challenge golf tournament, he composed a note to his boss, Mike Boykin. In the note, Webber shared that Humana, a GMR client, had just been a part of something bigger than your typical sports sponsorship.

“This was bigger than a golf event, really bigger than sports,” Webber, a vice president in GMR’s consulting division, said of the PGA Tour event in January. “This was about truly following the consumer and giving the consumer what he wants: how to live healthier and live better. It just happened to play out at a golf tournament.”

Webber also has been a critical part of the Lowe’s NASCAR sponsorship at Hendrick Motorsports, where he worked with the home improvement retailer on all five of Jimmie Johnson’s Sprint Cup championships.

With his hands all over two of GMR’s biggest and most important clients, Webber has forged an important role within the agency.

As the agency lead for Humana, Webber helped coordinate the efforts of his client, the Clinton Foundation, the tour and the tournament into one cohesive group. It was unlike anything he’d ever experienced in nine years at GMR.
What made the Humana Challenge different is that the event was more about a cause — health and wellness — than the typical branding associated with a golf sponsorship. Webber was in Palm Springs, Calif., for 12 days during the tournament. For seven of those days, former President Bill Clinton was there, speaking, playing golf and making media appearances.

“It just had a really big feel to it,” Webber said. “I’m not sure I’ve ever done anything like that before. It was hard, but very worthwhile.”

Age: 35
Title: Vice president
COMPANY: GMR Marketing
Education: B.A., marketing, Wingate University; MBA and master’s of sports management, University of Georgia
Family: Wife, Lori; daughters Caroline (5) and Ava (1)
Career: Construction, University of Georgia, Collegiate Licensing Co., GMR Marketing
First job: Rental property maintenance
Last vacation: Grand Cayman Island with the family
what's on your ipod? A mix of alternative rock, classic rock and kids music (and Adele, there I said it).
guilty pleasure: Chimay
best stress release: Hitting golf balls on the range
pet peeve: People hovering around the airline gate agent until their zone is called
fantasy job: Golf course designer
what keeps you awake at night? My kids and wondering if I have done “enough”
business advice: Work smart and have fun.