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1. Bollywood Awards 2009

I have not owned a car in 9 years. Despite currently living in Detroit, and spending two years in the sprawl of Los Angeles, I have always managed to get by thanks to a biking habit, Uber and generous friends. Things is, I’m actually interested in cars. Thanks to a healthy addiction (NOT the American version) and, I can keep my fix despite being wheel-less. And every January, Detroit becomes a car fan’s dream world thanks to the yearly North American International Auto Show. The city of Detroit is already auto obsessed, but for two weeks, Detroit’s motor obsession intensifies thanks to new vehicle reveals, and announcements from all the major auto brands around the world. The show also serves as an interesting experiential marketing barometer.

Like an early appetizer for how brands interact with consumers at the event level, before the Thanksgiving-esque marketing feast that is the Super Bowl. This combination of work and hobby made the 2015 show a must attend.

Bollywood Awards 2009

After nerding out for a few hours, I put together a quick list of my own award winners for the year. Best Overall Brand Space – Ford Ford really did the best job of creating a space that truly felt like it was their own, all-encompassing show. Camera crane’s hovered over the GT display area, as video feeds of the car and brand ambassadors detailing the car ran in loops along the walls. Ford also had an upstairs viewing lounge where fans could get the best views in the show. If fans were looking for activities, you could get stuck in Ford for hours. An RC Ford race track with a 30 foot video wall displaying the video on one end.

The other had a movement-based racing game that challenged consumers to get as far on the track with their tank of gas (tying into their eco-boost message). This section also had a 30 foot video wall displaying the race. In the center of their space was an elevated Ford playground surrounded by trees and park landscaping, creating a serene-outdoorsy space for the kids. In the upstairs lounge, kids ages 3-11 could build their own Ford Raptor toy truck to take home. Best Brand Space Design – Lincoln Where most brands try to fit as many cars and activities into their footprint as possible, Lincoln showed that less sometimes is more.

The white floored, minimalist space was clean and made you feel as if you had stumbled into a Lincoln gallery. Two upstairs lounges boated a Lincoln design studio, where consumers could custom build their own vehicle, and a brand partnership with Detroit’s Shinola, with bikes, watches and other leather goods on display. It was a calming space in the midst of car chaos. Biggest Brand Activation Trend – Lounges This was my biggest takeaway in an experiential sense: brand’s loved lounges. I’d say half the auto brands on-site had some type of lounge, either open to the public or not.

BMW had an elevated lounge, Porsche had a VIP lounge, Chevrolet had a charging lounge, Infiniti had a lounge, Ford had lounge, and so on. Basically brand’s realized that maybe people walking around all day drooling over cars needed somewhere to sit and rest their feet? While most were dead while I was there, it did make more of the attention on-site focus on the cars, rather than whatever consumer activity was on-site. Best On-Site Photo Element – Chevrolet Most photo elements were a specific space, with lines of people waiting to use a photo-booth. Chevrolet broke the mold utilizing selfie-sticks (waits for cringe) but it actually worked. Brand ambassadors with smartphones on selfie sticks walked around offering car selfies to consumers.

These phones would then post the pictures to a 40 foot Chevy jumbo-tron that rotated the selfies with branded content, making consumer’s content the main display. Best Use of Oculus Rift – Chrysler Ok, so they were the only auto that used Oculus Rift, but still – it was impressive to see the darling technology of gamers, nerds, and Mark Zuckerberg on-display. The line was too long for me to attempt it, and after seeing horror videos of people getting motion sickness I was terrified. Although it is odd to sit in a car, put on a headset to see a car.that you’re already sitting in.the use of new technology was noteworthy. Best Use of Brand Sponsorship – GMC x Madden This was the most shameless attempt at getting consumers to stay in their space for hours, and you know what – I respect it. GMC’s Madden sponsorship paid off in the experiential sense by having TV’s and Xbox One’s set up with the game, making every boy aged 10 – 35 ecstatic.

Best Looking Electric Car- BMW i8 You probably thought this was going to Tesla right? Nah – just look at the tail on this car. It’s amazing.

While I will give Tesla shout outs for having one of the better designed spaces (of course), but the i8 grabbed my attention. Maybe I’m just a BMW fan and trying to be the contrarian to everyone on the Tesla bandwagon. But on pure looks, this car is like something out of Star Wars, and it’s awesome. Best Overall Car – Ford GT The Acura NSX got a lot of early attention, but the new GT takes the cake. The car is absolutely stunning in-person, and one of the few car displays that had a consistent crowd during my time at the show. Carbon fiber bodied, 600 horse powered, street-legal cars will tend to do that. Best Overall Car That Jamie Can Realistically Purchase At Some Point Soon – VW Golf TDI This guy (myself) loves hatchbacks because they’re obtainable and fun to drive, and I was really thinking that the Fiesta ST was going to win me over after the countless reviews I had read about it.

But once I sat in the TDI, it was game over. Love at first sit. Probably why it won. It just felt right. Right enough for me to consider giving up on bikes and Ubers.

Kate Johnson is Vice President and Head of Global Sponsorship Marketing at Visa, In her role, she oversees the global portfolio of sponsorship for Visa, including the company's 30-year partnership with the IOC, FIFA and the NFL. Sponsorships has been a key pillar of Visa's marketing strategy for many years. Through these properties and platforms, Visa has been able to offer unique value to clients, while building a stronger brand and driving business growth globally. Vias's sponsorship portfolio includes properties from around the world that are procured for a variety of purposes including but not limited to: Brand Building, Client Pass-Through/ General Activation, Client Co-Sponsorships, and Consumer Product Benefits, allowing Visa to tell a story that the business, brand and consumer can connect with in meaningful ways. After an award winning career agency side working for various clients, including alcohol, telecoms and FMCG, James was recruited to work for Coca-Cola on the integrated marketing communications team.

After various marketing roles in the Northwest Europe BU James was moved onto the London 2012 Olympic project team to lead the execution of the Olympic Torch Relay for the company. After delivering Coca-Cola’s most successful torch relay, in 2012, he was posted to Coke Brazil to lead the marketing and sponsorship for the Rio 2016 Games. In Rio he created one of the most talked about and integrated activations for the games. He is continuing his career with Coca-Cola and the Olympics with his recent move to Japan as Vice President of Olympic assets and marketing for the Tokyo 2020 Games.

Mark Waller was named NFL Executive Vice President of International & Events in March of 2017, and is responsible for the NFL’s global growth agenda as well as the League’s portfolio of events, including the Super Bowl, Combine, Draft, Kickoff & Pro Bowl. A British national, Mark has had an international business career that spans more than 25 years with global companies. He joined the NFL on February 1, 2006 and became Chief Marketing Officer in August of 2009. In that role, he oversaw the league’s marketing, as well as the NFL’s international activities.

He was responsible for developing the NFL’s long-term fan development and brand strategy, and served on the league’s Business Ventures senior management team. Born in Padova on 24 July 1972, he graduated in Business Administration from Bologna University before furthering his studies in Colorado. His first role in Italy was with Ferrari, where he worked on marketing, brand management and market analysis between 1998 and 2000. After a spell at consultancy agency Landor Associates, he returned to work for the Ferrari-Maserati Group in 2002 as Licensing Manager, Head of International Communications and PR and Licensing and Sponsorship. His CV, which also boasts experience as a tutor at Bologna University, was enriched between 2006 and 2008, when he served as Licensing Manager for Ferrero Group. This was then followed by Head of Marketing and Communications and Strategic Planning positions at Bonfiglioli and Bormioli Rocco Groups.

Vigato’s most recent venture saw him co-found and act as Chief Marketing Officer for start-up company Ship&Duck. From 2015 he joins the club’s management as Head of Brand, Licensing and Retail. In 2016 he also took on the title of Co-Chief Revenue Officer. Todd Kline enters his third season with the Miami Dolphins as senior vice president, chief commercial officer. In his role, Kline oversees all sponsorship revenue and activation for the Dolphins.

Kline came to the Dolphins after serving as the senior vice president of partnership and media sales for AEG Global Partnerships. Prior to his time with AEG, Kline served as the senior corporate marketing manager for the NFL Players Association and an account director at GroupM ESP. He received his bachelor’s degree in business management from the University of Maryland and a master’s degree in marketing at Johns Hopkins University. Martin Anayi, CEO of PRO14 Rugby, joined the company in October 2015 having previously worked on Rugby World Cup and the FIA World Rallycross Championships during his time with WME-IMG. Most recently, Martin has played a critical role in the expansion of the Guinness PRO14 into South Africa, the increasing in centralised revenues and in delivering a commercial and operational strategy to ensure that that the Championship is at the forefront of innovation.

Prior to joining PRO14 Rugby he spent eight years as Vice President and Managing Director of the FIA World Rallycross Championships. Martin began his career within the legal profession, joining IMG in 2008 from city law firm Pennington's. Martin played semi-professional rugby in the back row for various clubs throughout his career including London Irish, Leeds Tykes 2nd team and London Welsh. Since graduating from the University in Bath, Elie has spent the past 12 years working within the Sport Industry. Having spent time working agency side at Fast Track Agency with GlaxoSmithKline (Lucozade Sport) she moved brand side to work at QBE Insurance on their rugby portfolio, before moving to SKY to manage their cycling marketing. Elie joined LVMH Watch and Jewellery Group at the end of 2016, where she now assumes the role of Marketing Director for TAG Heuer. Her responsibilities include overseeing activations for the brand’s global sponsorships of the Premier League, Manchester United, Red Bull Racing, the London Marathon and the Rugby Sevens World Series in the UK. Away from the office, a keen sportswomen having played International hockey for over a decade and competing at two Commonwealth Games (Delhi, 2010 and Glasgow 2014) Elie currently plays National League for Hampstead and Westminster hockey club, she is also on the board of trustees for ‘Women in Sport’.

Alex Wilde leads Sports Marketing for Beats by Dre in EMEA - Europe. Middle East & Africa.

He has been with Beats since 2011, the second employee ever in Europe. Alex works closely with the global teams at Beats to ensure meaningful and success campaigns across their broad range of signed ambassadors including Anthony Joshua. He also spends a lot of his time finding the next people in line to join the Beats roster - the stars of tomorrow. Before Beats, Alex has worked on a wide variety of clients at various agencies including Heineken, Mercedes-Benz & Lenovo sponsorship of Beijing Olympics. I head up Anthony Joshua’s management company running all of his out of ring activities, overseeing everything from social media to PR and heading up all his commercial partners and sponsorships. We have a number of companies under the AJ brand and alongside AJ I help oversee these companies. One being 258 Management where we are developing a young stable of talented boxers who we believe have the ingredients to transcend out of the sport and follow in the footsteps of AJ and the blue print we have created.

Day to day role is managing Anthony and his career. As NBA Senior Vice President & Managing Director in charge of EMEA, Benjamin Morel oversees all aspects of the NBA operations including media distribution, events, merchandising and sponsorship across the region. Ben originally joined the NBA in March 1998, responsible for the Non-Apparel merchandising business. In 2003, he was named Department Head of Consumer products Group based in the then NBA Europe HQ in Paris. Since January 2008 Ben has been based in the NBA’s London office and has been the regional operational head since June 2011.

He was named NBA Senior Vice President & Managing Director - Europe & Africa in March 2012 and Senior Vice President & Managing Director, Europe Middle East and Africa in April 2014. With more than 20 years marketing experience, David Molina started his career in the Advertising Agency world, working for international firms. From there he started to become specialized in marketing for financial services organizations, working in different roles at American Express, local Visa card issuers in Spain and international banks. Since joining Mastercard +9 years ago, David Molina has taken different positions. After leading marketing in different European countries and at Regional level, in 2014 he became Head of Sponsorships for Europe.

In March this year David became Vice President of Consumer Marketing & Sponsorships: he is now responsible for brand, advertising, media, social and all Mastercard assets and platforms where Sponsorships play a critical role. David has a degree in Advertising & Public Relations and master’s degrees in professional marketing and corporate communications. As Vice President of Brand and Integrated Marketing for Major League Soccer, David Bruce is charged with managing the internal brand function of the top-flight soccer league in the United States and Canada. In this role, Bruce leads all positioning work for the League and its big events, as well as campaign development and marketing execution. He is actively involved in developing new branded platforms and initiatives that enable MLS to continue to grow the scale and reach of its fan base. Bruce led the recent rebranding of the League, which was launched at the beginning of the 2015 season. James Young leads Lucozade Sport’s partnership activity, a role he has held since late 2012.

This includes defining the brand’s partnership strategy, campaign creation and managing partnerships with the Premier League, the FA, the Virgin Money London marathon, Tough Mudder, England Rugby as well as brand ambassadors Anthony Joshua, Harry Kane and Emily Skye. Before this, James worked in a range of sponsorship and marketing roles at British Airways, O2 and Sony Ericsson, where he was involved with projects including Rugby World Cup 2003, the London 2012 bid and The O2 music venue.