2011 Promo 100: #17: GMR Marketing
A promotion developed for Lowe's that ended last year is an indicator of how sports and entertainment more often merge as one. Team Lowe's NASCAR driver Jimmy Johnson made appearances at “Jimmie Jam” musical concerts held across the country. The private events, with acts such as Darius Rucker and Edwin McCain, attracted both racing and music fans and were held in cities where races took place, including Indianapolis and Kansas City.
Music is playing a significant role in sports experiences overall, from football to baseball to mixed martial arts and action sports stars. And, sports is blending with most other promotion tactics as well, including gaming, mobile, retail and digital.
“Brands are realizing that both are passion points and it deepens the brand connection,” says Gary Reynolds, CEO of GMR Marketing. “We have seen double-digit revenue increases from clients that are expanding their sports activation budgets to include music.”
As clients have requested more help across the globe, GMR has expanded its global footprint to accommodate clients such as Procter & Gamble, an Olympics sponsor. Last year, GMR acquired agencies in Spain, Germany and the U.K. and is currently rebranding them under the GMR name. In February, offices were opened in Singapore and Australia, bringing its total locations to 24.
“We will continue to see global brands aligning with properties that deliver global reach,” Reynolds says. “Our work with the Olympics and FIFA World Cup is among the fastest growing areas of the agency.”
In January, the agency hired Allen Brooks as vice president, international client management, and a seasoned Olympics marketer, to help with strategic planning and program implementation.
As digital seeps into every execution, GMR also grew its digital group (600%) over the last two years to prepare for the growth, building out expertise in film, photography, music and more. Content will be the differentiator in consumer interest in professional and college sports, he says.
“Clients are much more inquisitive about technology today and they want mobile and other forms of digital embedded in all their programming,” Reynolds says.
