The Score found quite the gem from Anvil Media's Kent Lewis, who was attending an Ad Age conference in Portland, Oregon, when NHL Executive Vice-President of Marketing Brian Jennings showed up, and, according to Lewis, gave a frank and honest ownership and/or marketing's-side's assessment of the third lockout:
He opened with an interesting analogy of Nike shutting down and getting bad press, which is unimaginable, but that’s what happened with the NHL last year. The negotiations between owners and players came to a standstill on negotiation regarding compensation, pension, healthcare and Olympics participation.
In Canada, the media compared the 2012 lockout with the BP Oil Spill.
Jennings outlined the overall business and marketing strategy, starting with direct communications and contingency planning with the clubs/teams. The second audience was sponsors, partners and licensees, which was very complicated. The third and most important audience was the fans.
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