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Race driver and auto racing expert Murray Smith in 1994 joined Bozell Worldwide's New York-based event and cultural marketing division, CSS USA, as president-CEO, after 37 years in Bozell management. He now oversees events and sponsorships for clients including Louis Vuitton, Chrysler Corp., Rolex Watches USA and Cunard Line.

Age: 59.

Coup: Creating the first high-end car show in New York, the Louis Vuitton Classic, that was free to the public. More than 1.5 million consumers had face-to-face contact with sponsors during four days with massive publicity.

Fact: People value word-of-mouth when buying a new car. Car fanatics on the street and on the Internet wield enormous power. That's why Chrysler is sponsoring high-end car shows and partnering with other sponsors.

Watch for: A vacuum in worldwide racing sponsorship as tobacco marketers come under attack in Europe.

Avoid: Sponsoring prefabricated events. The best events are created so specifically for your brand that no other sponsor could fit in.

Prediction: The surface has not yet been scratched for Internet sponsorships and promotions. When real creativity meets the Internet, it will be a powerful tool.

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