The Marketing Arm

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The Marketing Arm is a marketing and promotions agency owned by Omnicom Group. With offices in New York, Los Angeles, Chicago, Dallas and London. The agency specializes in entertainment, sports, cause, event and digital marketing.

Founded in 1992 by former ProServ and Talent Sports International executive Ray Clark,[1] The Marketing Arm was created as the event and corporate sports marketing division of Athletic Resource Management Inc. (ARM),[2] a successful Memphis-based sports agency headed by Jimmy Sexton[3] and Kyle Rote, Jr., a former professional soccer player in the NASL.[4] Rote's father, Kyle Rote Sr., starred in the NFL during the 1950s before serving as the first president of the NFL Players Association.

Omnicom Group acquired The Marketing Arm[5] in June 1999.[6] In 2003, The Marketing Arm joined event operations with Usmp, an Omnicom sister agency based in Torrance, Calif. founded by Jason Moskowitz and Michael Napoliello.[7] Usmp now serves as The Marketing Arm's event unit, specializing in field sales, experiential marketing, and “retailtainment,” a promotional technique that combines retail and entertainment to create an entertaining shopping experience.

In 2004, The Marketing Arm merged its sports consulting division with Millsport, a leading sports marketing firm owned by Omnicom,[8] to form an agency retaining the Millsport brand name.[9] Founded in 1975 by Jim Millman, Millsport was a pioneer in using sports sponsorship as a branding tool.[10]

Los Angeles-based agency Davie Brown Entertainment, which was founded in 1985 and acquired by Omnicom in 2001,[11] joined The Marketing Arm next. In 2006, Davie Brown's talent division created the Davie Brown Index (DBI), a celebrity index that determines a celebrity’s ability to influence brand affinity and consumer purchase intent.[12]

Founded in June 2001 by Nihal Mehta and Mike Jelley,[13] mobile marketing agency Ipsh joined The Marketing Arm in October 2005.[14] Ipsh creates and manages mobile marketing campaigns on a global scale including SMS, MMS, Mobile Advergaming, Application Development, Bluetooth (Bluecasting), WAP sites and WAP media planning and buying.

In June 2006, the company was recognized by the editors of PROMO magazine as the No. 1 marketing agency in the U.S. in its rankings of the top 100 agencies.[15] The PROMO 100 annually recognizes the nation’s top marketing firms on the basis of net revenues, two-year growth, and the quality and results of campaign work. In addition to its No. 1 overall ranking, The Marketing Arm was the top-ranked agency in terms of two-year growth (729.6%), and earned a top 10 ranking for its campaign work (strategy, execution, creativity, scope, and results). In 2010, the agency topped PROMO magazine's list of "most creative" agencies.[16]

In 2011, Omnicom acquired Fanscape, a social media agency, and merged it into The Marketing Arm.[17]

Street & Smith's Sports Business Journal named The Marketing Arm the "Best in Sports Event and Experiential Marketing" in 2011.[18] The following year, the publication tapped the agency as the "Best in Corporate Consulting."[19] That same year, The Marketing Arm was named "Agency of the Year" by the editors of Chief Marketer magazine.[20]

The agency is credited with creating the Doritos "Crash the Super Bowl" promotion,[21] which has earned a number of industry accolades, including a Gold Lion at the Cannes Lions International Advertising Festival. In 2013, the agency won two Lions at Cannes for its work on the "Uncle Drew"[22] film for Pepsi Max.[23]

Notes[edit]

  1. ^ Published March 13, 2006. "The Marketing Arm founder tries to keep it fresh - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". SportsBusiness Daily. Retrieved 2013-08-22. 
  2. ^ "Athletic Resource Management, Inc.: Private Company Information - Businessweek". Investing.businessweek.com. Retrieved 2013-08-22. 
  3. ^ "Sexton has seen big changes in sports industry". TuscaloosaNews.com. 2011-01-30. Retrieved 2013-08-22. 
  4. ^ Heitner, Darren (2008-09-23). "Agent Spotlight: Kyle Rote Jr.". Sports Agent Blog. Retrieved 2013-08-22. 
  5. ^ themarketingarm.com
  6. ^ Published June 21, 1999. "OMNICOM GROUP SET TO ACQUIRE THE MARKETING ARM - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". SportsBusiness Daily. Retrieved 2013-08-22. 
  7. ^ "GUERRILLA GROWS UP: USM&P has evolved from underdog to Big Dog.". Chief Marketer. 2000-06-01. Retrieved 2013-08-22. 
  8. ^ Published March 6, 2000 (2000-03-06). "Omnicom buys more of Millsport - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". SportsBusiness Daily. Retrieved 2013-08-22. 
  9. ^ "Millsport Joins the Marketing Arm". Chief Marketer. 2004-08-18. Retrieved 2013-08-22. 
  10. ^ "A new start for Millsport - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". M.sportsbusinessdaily.com. 2004-08-16. Retrieved 2013-08-22. 
  11. ^ Fass, Allison (2001-09-11). "THE MEDIA BUSINESS - ADVERTISING - ADDENDA - Omnicom Acquires Davie Brown". NYTimes.com. Retrieved 2013-08-22. 
  12. ^ "Omnicom Unit to Enter Game of Valuing Stars - WSJ.com". Online.wsj.com. 2006-02-13. Retrieved 2013-08-22. 
  13. ^ "M-Commerce | BusinessWeek". Images.businessweek.com. Retrieved 2013-08-22. 
  14. ^ Cuneo, Alice Z. (2005-10-10). "Omnicom gets into mobile marketing with purchase of Ipsh | News - Advertising Age". Adage.com. Retrieved 2013-08-22. 
  15. ^ "(PRN) The Marketing Arm Top-Ranked Marketing Agency for 2006 - Houston Chronicle". Chron.com. 2006-06-08. Retrieved 2013-08-22. 
  16. ^ "Creative Spotlight: The Marketing Arm Big Ideas". Chief Marketer. 2010-06-01. Retrieved 2013-08-22. 
  17. ^ [1]
  18. ^ "Sports Business Awards 2011 - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". SportsBusiness Daily. 2011-05-18. Retrieved 2013-08-22. 
  19. ^ May 23, 2012 09:23 PM (2012-05-23). "The Marketing Arm wins Best in Corporate Consulting, Marketing and Client Services - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". SportsBusiness Daily. Retrieved 2013-08-22. 
  20. ^ "The Marketing Arm Is Chief Marketer 2012 PROMO 100 Agency of the Year". Chief Marketer. 2012-06-25. Retrieved 2013-08-22. 
  21. ^ "The Dallas Morning News Cheryl Hall column". Tmcnet.com. Retrieved 2013-08-22. 
  22. ^ "Without Further Ado, Here’s Pepsi Max’s ‘Uncle Drew’ - AgencySpy". Mediabistro.com. 2012-05-21. Retrieved 2013-08-22. 
  23. ^ Nudd, Tim (2013-06-22). "Winners Lists: Titanium & Integrated, Film, Film Craft and Branded Content". Adweek. Retrieved 2013-08-22.