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Thursday, June 3, 2010

Noncommital Free Agency Dance Great For LeBron's Q Score

Posted By on Thu, Jun 3, 2010 at 11:25 AM

It might piss me, you, and every basketball fan on this planet off, but LeBron's song and dance is good for his awareness rating, and thus endorsement dollars according to one expert.

From AdAge, who talked with Darin David, an account director of the sports division of Omnicom Group.

Indeed, Mr. David notes, the greatest thing Mr. James can do for his value as an endorser is to remain noncommittal about where he's headed. The only active basketball players he trails in awareness — a key measure for national and global pitchmen — are Los Angeles Lakers megastar Kobe Bryant and Cleveland teammate Shaquille O'Neal, and having every sports section, talk-radio show and blog (not to mention ad trade) in the country opining breathlessly about his next move is bound to move those numbers.

Beyond that, it's also worth noting New York no longer dominates the ad accounts of the biggest-spending brands in sports. Of the top five spenders in 2009, according to IEG — PepsiCo, Coca-Cola, Nike, Anheuser-Busch and General Motors — exactly none counted a New York-based agency as its primary ad shop. And only one of the top 10 sports spenders uses a Big Apple shop — AT&T, which is at Omnicom's BBDO — as opposed to agencies in Illinois, California, Michigan and Oregon.

This has been your latest update in unimportant LeBron news.

Follow me on Twitter: @vincethepolack.

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