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BtoB's Best Marketers: Phil Clement, Aon

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Aon this year upped its deal with Manchester United, clarifying its brand in the process. In April, the insurance brokerage and human resources consultancy expanded its partnership to include naming rights to the English Premier League soccer club's training center as well as making it a provider of advice to the team on talent development, risk management, and health and wellness. Aon launched a microsite last month that features exclusive Manchester United content and reinforces the parallels between Aon and the club. “What you're seeing is a company that's emerging with a sense of purpose and a mission,” said Aon CMO Phil Clement, adding that the alignment with Manchester United is helping its customers understand that purpose. “You describe what you do in details that are memorable and capture people's attention.” For instance, Aon is able to relate conversations about its retirement services to the high-profile retirements this year of Man-chester United manager Sir Alex Ferguson and midfielder Paul Scholes. The training complex deal caps Aon's shirt sponsorship of Manchester United, which lasts through the 2013-14 season, as well as its role as the principal partner of the Manchester United Business Network and Manchester United Foundation. Aon also began rolling out a new tagline this year—“Empowering economic and human possibility”—in Web content, trade shows, print ads and other marketing materials. Social media has continued to be a strong driver for Aon, which won this year's People's Choice honors in BtoB's fourth annual Social Media Marketing Awards for its Global Service Day campaign. To celebrate its 25th anniversary, the company dedicated a day for its 65,000 employees to volunteer at their favorite charities and then post images of their experience on social media.
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