The Marketing Arm

The Marketing Arm is a marketing and creative agency owned by Omnicom Group. With offices in New York City; Los Angeles; Chicago; Dallas; Wilton, CT; Irvine, Cali.; London; Manchester; Paris; Moscow; São Paulo; and Shanghai.[2] The agency specializes in strategy and execution across sports and entertainment, experiential, celebrity and influencer, digital and social, shopper and promotion, and content production.[3]

The Marketing Arm
IndustryMarketing & Advertising
Founded1992
FounderRay Clark [1]
ParentOmnicom Group
Websitewww.themarketingarm.com

OriginsEdit

Founded in 1993 by Ray Clark, a former ProServ and Talent Sports International executive,[4] The Marketing Arm was created as the event and corporate sports marketing division of Athletic Resource Management Inc. (ARM),[5] a Memphis-based sports agency headed by Jimmy Sexton[6] and Kyle Rote, Jr., a former professional soccer player in the NASL.[7]

HistoryEdit

In 2019, Andrew Robinson was promoted from TMA’s president and chief creative officer to CEO.[8]

In 2016, Alcone, an Omnicom agency specializing in promotional, shopper and retail marketing, became a part of TMA.[9]

In March 2016, Platinum Rye Entertainment (PRE), a sports and entertainment marketing consultancy specializing in sourcing celebrity talent, became part of TMA.[10]

In 2011, Omnicom acquired Fanscape, a social media agency, and merged it into The Marketing Arm.[11]

In October 2005, mobile marketing agency Ipsh! joined The Marketing Arm.[12] Ipsh! was founded in June 2001 by Nihal Mehta and Mike Jelley.[13] Ipsh creates and manages mobile marketing campaigns including SMS, MMS, mobile gaming, application development, mobile websites, and media planning and buying.

In 2004, Los Angeles-based agency Davie Brown Entertainment, which was founded in 1985 and acquired by Omnicom in 2001,[14] joined The Marketing Arm. 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.[15]

In 2004, The Marketing Arm merged its sports consulting division with Millsport, a leading sports marketing firm owned by Omnicom,[16] to form an agency retaining the Millsport brand name.[17] Founded in 1975 by Jim Millman, Millsport was a pioneer in using sports sponsorship as a branding tool.[18]

In 2003, The Marketing Arm joined event operations with U.S. Marketing & Promotions (Usmp), an Omnicom sister agency based in Torrance, Calif. founded by Jason Moskowitz and Michael Napoliello.[19] Usmp now serves as The Marketing Arm's event unit, specializing in field sales and experiential marketing.

Omnicom Group acquired The Marketing Arm[20] in June 1999.[21]

AwardsEdit

In 2019, Chief Marketer awarded the agency it's Platinum PRO Award.[22]

In 2012, the agency was called "Best in Corporate Consulting" by Sports Business Journal,[23] and The Marketing arm was named "Agency of the Year" by Chief Marketer magazine.[24]

In 2011, Street & Smith's Sports Business Journal named The Marketing Arm the "Best in Sports Event and Experiential Marketing".[25]

In 2010, the agency topped PROMO magazine's list of "most creative" agencies.[26]

In June 2006, the company was recognized by PROMO magazine as the No. 1 marketing agency in the U.S. in its rankings of the top 100 agencies.[27] In addition, 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 Popular CultureEdit

In late 2019, State Farm named TMA its new creative agency.[28] TMA’s first ad for the brand brought back Jake from State Farm in February 2020, with Kevin Miles cast as the new Jake.[29] TMA led the creative for State Farm’s first in-game Super Bowl spot in 2021, which featured Patrick Mahomes, Aaron Rodgers, Paul Rudd, and Drake, who served as Jake from State Farm’s stand-in.[30]

The agency is credited with creating the Doritos "Crash the Super Bowl" promotion,[31] which has earned 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"[32] film for Pepsi Max.[33]

NotesEdit

  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. CS1 maint: discouraged parameter (link)
  2. ^ "The Marketing Arm - Contact". themarketingarm.com. 2021-03-17. Retrieved 2021-03-17. CS1 maint: discouraged parameter (link)
  3. ^ "The Marketing Arm - More About Us (bottom of page)". themarketingarm.com. 2021-03-17. Retrieved 2021-03-17. CS1 maint: discouraged parameter (link)
  4. ^ 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. CS1 maint: discouraged parameter (link)
  5. ^ "Athletic Resource Management, Inc.: Private Company Information - Businessweek". Investing.businessweek.com. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  6. ^ "Sexton has seen big changes in sports industry". TuscaloosaNews.com. 2011-01-30. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  7. ^ Heitner, Darren (2008-09-23). "Agent Spotlight: Kyle Rote Jr". Sports Agent Blog. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  8. ^ "Andrew Robinson". linkedin.com. 2019-05-01. Retrieved 2021-03-17. CS1 maint: discouraged parameter (link)
  9. ^ "Alcone Marketing Group". chiefmarketer.com. 2016-10-28. Retrieved 2021-03-17. CS1 maint: discouraged parameter (link)
  10. ^ "The Marketing Arm". chiefmarketer.com. 2016-10-28. Retrieved 2021-03-17. CS1 maint: discouraged parameter (link)
  11. ^ "Omnicom Revs Up 7.9%, Adds Fanscape To Its Digital Holdings". mediapost.com. 2011-04-19. Retrieved 2021-02-11. CS1 maint: discouraged parameter (link)
  12. ^ Cuneo, Alice Z. (2005-10-10). "Omnicom gets into mobile marketing with purchase of Ipsh | News - Advertising Age". Adage.com. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  13. ^ "M-Commerce | BusinessWeek". Images.businessweek.com. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  14. ^ Fass, Allison (2001-09-11). "THE MEDIA BUSINESS - ADVERTISING - ADDENDA - Omnicom Acquires Davie Brown". NYTimes.com. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  15. ^ "Omnicom Unit to Enter Game of Valuing Stars - WSJ.com". Online.wsj.com. 2006-02-13. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  16. ^ 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. CS1 maint: discouraged parameter (link)
  17. ^ "Millsport Joins the Marketing Arm". Chief Marketer. 2004-08-18. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  18. ^ "A new start for Millsport - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". M.sportsbusinessdaily.com. 2004-08-16. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  19. ^ "GUERRILLA GROWS UP: USM&P has evolved from underdog to Big Dog". Chief Marketer. 2000-06-01. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  20. ^ themarketingarm.com
  21. ^ 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. CS1 maint: discouraged parameter (link)
  22. ^ "Frito-Lay and The Marketing Arm Take Top 2019 Pro Award". Chief Marketer. 2019-10-24. Retrieved 2021-02-08. CS1 maint: discouraged parameter (link)
  23. ^ "The Marketing Arm wins Best in Corporate Consulting, Marketing and Client Services - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". SportsBusiness Daily. 2012-05-23. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  24. ^ "The Marketing Arm Is Chief Marketer 2012 PROMO 100 Agency of the Year". Chief Marketer. 2012-06-25. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  25. ^ "Sports Business Awards 2011 - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". SportsBusiness Daily. 2011-05-18. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  26. ^ "Creative Spotlight: The Marketing Arm Big Ideas". Chief Marketer. 2010-06-01. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  27. ^ "(PRN) The Marketing Arm Top-Ranked Marketing Agency for 2006 - Houston Chronicle". Chron.com. 2006-06-08. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  28. ^ "State Farm gives brand creative duties to the Marketing Arm, dealing blow to DDB | Ad Age". adage.com. 2019-11-12. Retrieved 2021-03-23.
  29. ^ "The New 'Jake From State Farm' Has a Bigger Role, Including Soothing Spurned Bachelors". Muse by Clio. Retrieved 2021-03-23.
  30. ^ Mendoza, Jordan. "Drake becomes stand-in for Jake from State Farm in Super Bowl ad and fans loved it". USA TODAY. Retrieved 2021-03-23.
  31. ^ "The Dallas Morning News Cheryl Hall column". Tmcnet.com. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  32. ^ "Without Further Ado, Here's Pepsi Max's 'Uncle Drew' - AgencySpy". Mediabistro.com. 2012-05-21. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)
  33. ^ Nudd, Tim (2013-06-22). "Winners Lists: Titanium & Integrated, Film, Film Craft and Branded Content". Adweek. Retrieved 2013-08-22. CS1 maint: discouraged parameter (link)