The Marketing Arm
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| Industry | Marketing & Advertising |
|---|---|
| Founded | 1992 |
| Founder | Ray Clark |
| Parent | Omnicom Group |
| Website | www |
The Marketing Arm is a marketing and promotion agency owned by Omnicom Group. With offices in New York City, Los Angeles, Chicago, Dallas and London. The agency specializes in entertainment, sports, cause, event and digital marketing.
Founded in 1992 by former ProServ and Talent Sports International executive Ray Clark, The Marketing Arm was created as the event and corporate sports marketing division of Athletic Resource Management Inc. (ARM), a successful Memphis-based sports agency headed by Jimmy Sexton and Kyle Rote, Jr., a former professional soccer player in the NASL. Rote's father, Kyle Rote Sr., starred in the NFL during the 1950s before serving as the first president of the NFL Players Association.
Omnicom Group acquired The Marketing Arm in June 1999. 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. Usmp now serves as The Marketing Arm's event unit, specializing in field sales, experiential marketing, and “retailtainment,” a promotional technique that combines retail and entertainment to create an entertaining shopping experience.
In 2004, The Marketing Arm merged its sports consulting division with Millsport, a leading sports marketing firm owned by Omnicom, to form an agency retaining the Millsport brand name. Founded in 1975 by Jim Millman, Millsport was a pioneer in using sports sponsorship as a branding tool.
Los Angeles-based agency Davie Brown Entertainment, which was founded in 1985 and acquired by Omnicom in 2001, joined The Marketing Arm next. 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.
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