Zenith Media has launched its new sponsorship and association
marketing division named Zenith Alliance.
Headed by Tim Brady, previously the managing director of TSMS Connector,
it will take over negotiations for Mars with ITV's On The Ball and for
United Airlines on Sky Sports News. Mars was an existing Zenith account
and United has been won since Brady joined in March 2001.
Zenith Alliance will also negotiate the ITV National Weather sponsorship
Brady, Zenith Alliance's managing director, said the division would work
closely with the agency's planners to provide "associations" that
enhance brands. This will include product placement and
advertiser-funded programming. He said: "It's the right time for Zenith
to move into this sector. Clients want to know what opportunities exist
beyond the traditional media selection and how they can exploit them.
Sponsorship will be an important part of our activities, but we want to
examine what we call association marketing - creating positive brand
Sponsorship Intelligence, the unit created when Zenith Media bought the
sports marketing and sponsorship company SRi UK (Sponsorship Research
International UK) a month ago after its parent company, ISL, went
bankrupt, will be incorporated into Zenith Alliance.
Brady added: "Sponsorship Intelligence will be an intrinsic part of the
new division. It has considerable experience in sponsorship research,
measurement and evaluation, and advised federations, rights holders and