Live Sports Offer Key Cultural Moments for Brands: OMDs Kelly Metz Beet.TV [Video]

SANTA MONICA, Calif. – This year’s Olympic Games in Paris underscored the power of live sports to deliver meaningful cultural moments to a broad audience, and to provide opportunities for participating sponsors to achieve their branding goals.

“You get tremendous brand lift, recognition, awareness and the appropriate adjacency that really can drive all key indicators for your business,” Kelly Metz, chief investment officer at Omnicom Group’s OMD USA, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.

“We’re laser-focused on those cultural signals, those relevant moments that are really going to meet the consumer and be particularly authentic for our advertisers,” she said. “The growing importance of sports and live events to really drive those moments that matter across the U.S. population — there’s going to be continued investment across the board in sports.”

Women’s Sports

While men’s sports leagues such as the National Football League dominate …