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IMG officially turned 50 in 2011 and we developed an ad campaign around the anniversary.
As is typical for us, we only ran these ads in sports business publications, so I thought I'd share some of the campaign here.
We decided that the campaign should be about great moments made possible by IMG, with a nod that we will continue to power these moments well into the future. We didn't want to focus solely on the historic winning plays most often remembered by fans, because we felt that we should also celebrate the sometimes-forgotten ones: a half-time tradition, a turning point in an exhibition game, a steely glare, a split second decision.
Our "great moments" are plentiful: IMG is the company that is credited with creating the sports marketing industry, while adding fashion and other categories over the years. Throughout its five decades, IMG has developed, owned and supported--in every conceivable way--important events around the world.
The copy from the anthem ad reads:
There are big moments, played under bright lights and in extreme close-up.
And there are little moments that sneak up on us.
There’s the moment right before — when no one knows what will happen.
And there’s the moment right after — when no one believes that it did.
We remember the losing moments, which test devotions. And the winning ones,
which renew them. If there was only the one kind and not the other, then there’d be
no reason to watch.
For 50 years, IMG has dedicated itself to these singular instances in time.
And while it’s difficult to measure precisely when one moment begins or ends,
we know for certain there are countless more to come.
IMG at 50 years. To more great moments.
My team for this campaign includes Chris Sweet, Jeff Feng, Christie Kim, Ted Vergakis and others. As always, our ad briefs were a product of IMG ICON Engineering, the process we created to manage sports and fashion brands.
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