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Ron Winter brought years of client-side sports marketing experience to Long Haymes Carr when he recently joined the Winston-Salem, N.C., general ad agency as VP-group account director for its sports and lifestyle marketing group. His experience included three years in sports marketing at Pennzoil Co. and 12 years with Anheuser-Busch. In his new role, Mr. Winter guides clients in using sports as a basis for integrated marketing campaigns.

Age: 49.

Insight: Traditional ad agencies tend to overlook opportunities in sports marketing. Sports marketing should not be viewed as a separate discipline that takes dollars away from core brand advertising.

Observation: Many brand managers are missing big opportunities by not realizing how sports marketing can be tapped to promote non-sports brands.

Client growth categories: Banking, lingerie and food companies are ripe for more sports marketing dollars. Entertainment-including cable TV and films-marketing dollars are flowing to auto racing.

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