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Article: NBA Playoffs; Carol Albert.(Marketing 50)(National Basketball Association)(contract between National Basketball Association and ESPN Inc. and TNT and ABC)(Brief article)
- Article from:
- Advertising Age
- Article date:
- November 17, 2008
- Author:
CopyrightCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: tiffany meyers
Nielsen ratings are one thing. But when Carol Albert saw a "Saturday Night Live'' parody of the National Basketball Association's 2008 playoffs campaign, "that's when we knew `There Can Only Be One' had made its way into popular culture,'' says Ms. Albert, senior VP-marketing at the NBA.
To build excitement over the six-week NBA playoffs and into the finals, Ms. Albert, 45, laid out a strategy "to focus on the intensity of competition and players' shared commitment to win.''
Goodby, Silverstein & Partners, San Francisco, "delivered on that ...