How did a Glendale management consulting firm become the new endorsement deal broker for celebrity boxer Manny Pacquiao?
VisionQwest Resource Group started as a tax accounting firm specializing in international entertainment clients. That led to the creation of VisionQwest Global, a division that sells concert sponsorship and endorsement deals for musicians from Latin America and Asia.
Since March of last year, VisionQwest has managed Pacquiao’s taxes. A few weeks ago, the star Filipino athlete said he wanted to make more from his endorsements and asked if the company could represent him on that front as well.
Michael Lodge, chief executive at VisionQwest, said the company has started by making a list of Pacquiao’s existing endorsements before it tries to sell new ones.
“We have to look at what he’s doing in the Philippines so he doesn’t step on any toes globally,” Lodge explained. “We can’t approach a company that competes with a product he’s already endorsing.”
Pacquiao already has a global endorsement agreement with athletic shoemaker Nike and Filipino beer brewery San Miguel, as well as about 10 smaller local brands in the Philippines.
Lodge said once he figures out what sectors are off limits, he plans to work his way down a list of the top 10 advertisers in the world, with particular focus on financial companies.
Forbes estimates Pacquiao made $42 million in 2009, with about $7 million from marketing deals and $35 million from his fights.
The boxer, who has won titles in eight weight divisions, is the top-rated product spokesman in his home country. Market research firm Synergy Business Consultancy found half the population consider him a credible endorser. Lodge hopes to duplicate that success globally.
Deutsch Post
Ad agency Deutsch LA has hired Mark Hunter as a partner and chief creative officer. He fills a job that has been vacant since October when Eric Hirshberg became chief executive at Activision Publishing, a division of videogame maker Activision Blizzard.
The Canadian-born Hunter most recently served as executive creative director at TBWALondon, where he worked on the Twix, Adidas, Sony PlayStation and Nissan accounts. From 2007 to 2009, he was executive creative director at EuroRSCG in London, where he worked on promoting Chivas Regal, Evian, Citroen and Britain’s Conservative Party.
Mike Sheldon, chief executive at Deutsch LA, said in a statement that Hunter “has an amazing creative pedigree and a modern sense of how to tackle the big idea in whatever medium fits the bill.”
Deutsch LA clients include Volkswagen, PlayStation, Snapple, Fresh & Easy and Dr. Pepper.
PRSA Person
Barbara Shore, executive director of the Public Relations Society of America Los Angeles Chapter for 40 years, has left the job and will be replaced by Mindy Gail, who previously held the same title at the British American Business Council Los Angeles.
Gail is a co-founder and main organizer of BritWeek, an annual series of entertainment and business events that celebrates British culture in Los Angeles. In her new job, she will oversee all of PRSA-LA’s administrative and membership programs, including the organization’s annual Prism Awards dinner, which recognizes local excellence in PR and attracts about 350 industry figures.
Gail told the Business Journal that her goal is to grow the chapter’s membership once she settles in.
“There’s always the opportunity to grow by tweaking things, but right now I’m still getting to know my board,” he said.
Shore left the PRSA to become executive vice president at Luxe Hotels in Los Angeles. In November, the local PRSA chapter presented her with a Prism Lifetime Achievement Award in recognition of her contributions.
Agencies & Accounts
Playa del Rey-based PR agency Macy & Associates signed Brookfield Properties’ 7th & Fig Shopping Center in downtown Los Angeles and Glendale-based LegalZoom.com. The retail center hired Macy for a re-branding PR campaign while LegalZoom wants the agency to produce an event in 2011. … TBWAChiatDay in Playa del Rey has promoted Jennifer Nottoli to global account director on Energizer and Mike Litwin to group account director on Pepsi. The agency also hired Tito Melega as creative director on the Nissan account. … Levine Communications Office has landed two new accounts: Chef Bryan Au, and the upcoming heist film “Set Up.” LCO will manage publicity for Au’s new book, “Raw Star Recipes,” and will organize the premiere and launch of “Set Up,” including related publicity for stars Bruce Willis and 50 Cent. … Ad agency Wongdoody in Culver City has hired copywriter Brock Johnson and art director Ben Salas. Both will work on the ESPN, Mercury Insurance and Activate Drinks accounts. Johnson joins the agency from Crispin Porter Bogusky where he worked as a copywriter for Burger King, Guitar Hero and Volkswagen. Salas worked at L.A.-based David & Goliath as an art director on the Kia Motors, Universal Studios Hollywood and Mammoth Mountain Ski Resort accounts. … PR agency Carl Terzian Associates has been tapped to recruit new board members for Claremont Graduate University, Antioch University and former USC football coach Pete Carroll’s non-profit A Better LA.
Staff reporter Joel Russell can be reached at [email protected] or at (323) 549-5225, ext. 237.
