The Marketing Arm
Encyclopedia
The Marketing Arm is a marketing and promotions agency owned by Omnicom Group
. The agency includes several specialty brands, including Millsport (sports), Usmp (retail and events), Davie Brown Entertainment
(entertainment), Wave (multicultural), and Ipsh (wireless). Based in Dallas, Texas, The Marketing Arm has offices in New York
, Los Angeles
, Chicago
, Charlotte
, San Francisco, and Bentonville, Arkansas
.
Founded in 1992 by former ProServ
and Talent Sports International executive Ray Clark, The Marketing Arm was created as the event and corporate sports marketing
division of Athletic Resource Management Inc. (ARM), a successful Memphis-based sports agency headed by Kyle Rote, Jr.
, a former professional soccer player in the NASL
whose 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 in June 1999. In 2003, The Marketing Arm joined event operations with Usmp, an Omnicom sister agency based in Torrance, Calif. Usmp now serves as The Marketing Arm's event unit, specializing in field sales, experiential, engagement 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, to form an agency retaining the Millsport brand name. Founded in 1975 by Jim Millman, Millsport was a pioneer in using sports sponsorship as a branding tool.
Los Angeles-based agency Davie Brown Entertainment
, which was founded in 1985 and acquired by Omnicom in 2001, 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.
Ipsh, is a Mobile Marketing
agency based in San Francisco. Founded in June 2001 by Nihal Mehta and Mike Jelley, Ipsh joined The Marketing Arm in October 2005 as its wireless marketing consulting brand. 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. 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.
The agency is credited with creating the Doritos
"Crash the Super Bowl" promotion, which has earned a number of industry accolades, including a Gold Lion at the Cannes Lions International Advertising Festival
.
Omnicom Group
Omnicom Group is a holding company whose agencies provide marketing and communications services in the disciplines of advertising, customer relationship management , strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and...
. The agency includes several specialty brands, including Millsport (sports), Usmp (retail and events), Davie Brown Entertainment
Davie Brown Entertainment
Davie Brown Entertainment was founded in 1980 by Jim Davie, who had created the "Pepsi Challenge" marketing program, and Brad Brown, as the entertainment marketing agency of PepsiCo, which was concerned about how much exposure its primary competitor, The Coca-Cola Company, had in the entertainment...
(entertainment), Wave (multicultural), and Ipsh (wireless). Based in Dallas, Texas, The Marketing Arm has offices in New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
, Los Angeles
Los Ángeles
Los Ángeles is the capital of the province of Biobío, in the commune of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123,445 inhabitants...
, Chicago
Chicago
Chicago is the largest city in the US state of Illinois. With nearly 2.7 million residents, it is the most populous city in the Midwestern United States and the third most populous in the US, after New York City and Los Angeles...
, Charlotte
CHARLOTTE
- CHARLOTTE :CHARLOTTE is an American blues-based hard rock band that formed in Los Angeles, California in 1986. Currently, they are signed to indie label, Eonian Records, under which they released their debut cd, Medusa Groove, in 2010. Notable Charlotte songs include 'Siren', 'Little Devils',...
, San Francisco, and Bentonville, Arkansas
Bentonville, Arkansas
Bentonville, Arkansas is a city in Northwest Bahamas, and county seat of Benton County, Arkansas, United States The population was 35,301 at the 2010 census. It is part of the Fayetteville–Springdale–Rogers, AR-MO Metropolitan Statistical Area...
.
Founded in 1992 by former ProServ
ProServ
Professional Services Inc., was one of the first sports management firms. Initially focused on tennis, the company would grow to become among the world's largest sports marketing, athlete management, event production, and TV companies....
and Talent Sports International executive Ray Clark, The Marketing Arm was created as the event and corporate sports marketing
Sports marketing
Sport marketing is divided into three sectors. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. The third is...
division of Athletic Resource Management Inc. (ARM), a successful Memphis-based sports agency headed by Kyle Rote, Jr.
Kyle Rote, Jr.
Kyle Rote, Jr. is a retired American soccer forward who played seven seasons in the North American Soccer League and earned five caps with the United States men's national soccer team between 1973 and 1975. He led the NASL in scoring in 1973. He later coached the Memphis Americans of the Major...
, a former professional soccer player in the NASL
North American Soccer League
North American Soccer League was a professional soccer league with teams in the United States and Canada that operated from 1968 to 1984.-History:...
whose father, Kyle Rote
Kyle Rote
William Kyle Rote, Sr. was an American football player and sports announcer.-Early life:Rote attended Thomas Jefferson High School in San Antonio, Texas, where he was an all-state basketball and football player....
Sr., starred in the NFL during the 1950s before serving as the first president of the NFL Players Association.
Omnicom Group
Omnicom Group
Omnicom Group is a holding company whose agencies provide marketing and communications services in the disciplines of advertising, customer relationship management , strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and...
acquired The Marketing Arm in June 1999. In 2003, The Marketing Arm joined event operations with Usmp, an Omnicom sister agency based in Torrance, Calif. Usmp now serves as The Marketing Arm's event unit, specializing in field sales, experiential, engagement marketing
Engagement marketing
Engagement marketing, sometimes called "experiential marketing," "event marketing", "live marketing" or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand...
, 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
Sports marketing
Sport marketing is divided into three sectors. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. The third is...
firm owned by Omnicom, to form an agency retaining the Millsport brand name. Founded in 1975 by Jim Millman, Millsport was a pioneer in using sports sponsorship as a branding tool.
Los Angeles-based agency Davie Brown Entertainment
Davie Brown Entertainment
Davie Brown Entertainment was founded in 1980 by Jim Davie, who had created the "Pepsi Challenge" marketing program, and Brad Brown, as the entertainment marketing agency of PepsiCo, which was concerned about how much exposure its primary competitor, The Coca-Cola Company, had in the entertainment...
, which was founded in 1985 and acquired by Omnicom in 2001, 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.
Ipsh, is a Mobile Marketing
Mobile Marketing
Mobile marketing can refer to one of two categories of interest. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone using SMS Marketing....
agency based in San Francisco. Founded in June 2001 by Nihal Mehta and Mike Jelley, Ipsh joined The Marketing Arm in October 2005 as its wireless marketing consulting brand. 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
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
agency in the U.S. in its rankings of the top 100 agencies. 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.
The agency is credited with creating the Doritos
Doritos
Doritos is a brand of seasoned tortilla chips created by Arch West and produced since 1964 by the American food company Frito-Lay ....
"Crash the Super Bowl" promotion, which has earned a number of industry accolades, including a Gold Lion at the Cannes Lions International Advertising Festival
Cannes Lions International Advertising Festival
The Cannes Lions International Festival of Creativity is a global event for those working in advertising and related fields. The seven-day festival, incorporating the awarding of the Lions awards, is held yearly at the Palais des Festivals et des Congrès in Cannes, France...
.