Coup: Establishing the value of athletes' commercial appearances. We've priced more than 250 athlete appearances for TV spots or marketing efforts and now we're the unofficial industry source.
Opinion: Ad agencies want to do sports marketing, but virtually none are actually skilled in it. Sports marketing remains a separate discipline. We will never do general marketing advertising, and ad agencies will never do sports marketing well.
Tip: Use athletes to capture attention, but sell the product with your own message. Too many athletes have appeared mechanical and insincere in product testimonials and consumers are jaded.
Insight: There are untapped opportunities for specialists to execute promotions and TV spots without threatening relationships between traditional agencies and marketers.