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O&M ventures into sports marketing with Ogilvy Sport
Ogilvy Sport will be headed by Prashant Singh. It will offer services such as sports marketing consultancy, property representation and sales, licensing and merchandising, new media and event management
O&M India has forayed into the area of sports marketing by launching a new unit, Ogilvy Sport. The areas that Ogilvy Sport will look into include sports marketing consultancy, property representation and sales, licensing and merchandising, new media usage and event management.
Ogilvy Sport aims to deliver value to its clients by providing them strategic marketing counselling through each stage of the association.
The unit will be headed by Prashant Singh, who moves from Fresh Brew Communications, where he was business head. Singh has 11 years of experience, having started with the Times Group in 1995, first in the sales function at Times FM and, later, doing events and sponsorship marketing at Times Music. He then ventured into sports marketing, working with organisations such as Cricketnext.com, Nimbus, Fosters and Lowe (where he helped organise the licensing and merchandising for the ICC World Cup in 2003). Later, he was among those who set up Fresh Brew Communications.
Pratap Bose, CEO, O&M, India, says, “Being part of the Ogilvy network gives Ogilvy Sport access to cutting edge marketing tools and the expertise of new media, particularly in the digital space. Fusing the Ogilvy Sports expertise with this existing know-how makes room for the use of new platforms for innovative activations.”
O&M recently played a role in the successful BCCI bid for the Cricket World Cup in 2011.
Piyush Pandey, executive chairman and national creative director, O&M, India, says, “Sport is an integral part of the fabric of India. Bringing brand connect with sport is an obvious need of the hour. The purpose behind Ogilvy Sport is to perform this function professionally and systematically with greater measurability. We hope to make Ogilvy Sport a highly desirable offering to brands and clients.”
It is to be noted that Ogilvy Sport will in no way be a talent management agency or manage brand endorsements by sports stars. “But we will offer our advice and consultancy on how a particular sports star can help a brand, if the need arises,” Singh says.
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