Goal: Creating alternative marketing and sponsorship channels for agency clients; attracting new clients through sponsorships.
Coup: Generating sponsor heat by helping oversee the agency's acquisition of several event properties including Forsythe Racing, International Pro-Am Golf Tours, America True [a coed America's Cup sailing team] and the Joffrey Ballet for Chicago.
Insight: Global marketing is driving the need for more high-power international events.
Prediction: There will be interesting sponsorship turmoil in the 2000 Olympics, as long-distance telecommunications sponsor AT&T is challenged by local telecom sponsor U S West, which will in effect become a long-distance player if its merger with Qwest succeeds.
Watch for: Event "immersion" through the Internet. Online capabilities are transforming concerts, performances and sports with breakthroughs in