Zimmerman Advertising's New Investment Pairs Brands for Success

TANGO drives Brandtailing™ deeper through Promotions, Partnerships and Sponsorships

Dec 09, 2010, 12:02 ET from Zimmerman Advertising

FT. LAUDERDALE, Fla., Dec. 9, 2010 /PRNewswire/ -- It takes two to tango.  That's what Zimmerman Advertising's newest investment is proposing – and it's driving consumer consideration and ROI as it crafts the perfect pair.  The newly launched TANGO division provides promotional services by pairing strong brands with sponsorships, partnerships and promotions to achieve success in the retail market – proving that two is often better than one.

(Logo: http://photos.prnewswire.com/prnh/20101209/FL15092LOGO )

TANGO is a division that's been in the works for years at Zimmerman Advertising.  A top builder of national retail brands, the agency was looking for a new way to trigger a change in buying behavior, building motivation to shop AND buy.  With the implementation of TANGO, creative cross promotions build consumer consideration and in turn, drive new revenue.

"We invested in TANGO to add dimension and content to our Brandtailing™ methodology for client results," said Jordan Zimmerman, founder and chairman of Zimmerman Advertising.  "With this new division, we're able to have brands working together, brands getting closer to shoppers' lives, and brands activated around stores, as well as individual consumer purchases – even co-ownership in the development of new brands and equity."

It's a big undertaking, and one that Zimmerman has put in the hands of seasoned marketing and promotions expert, Erik Rosenstrauch.  With nearly two decades of retail-focused experience at industry juggernauts Sears and Frito Lay, the new EVP and Managing Director of TANGO knew he had to come up with some innovative ways for retail brands to find traction in these challenging economic times.  "Consumers now have the ability to choose their content from more media sources than ever before.  They're paying attention less and less to traditional advertising," said Rosenstrauch.  "They also have the power like never before to ignore these messages. Brands now need help from other brands to break through the clutter, which is why we created TANGO."

Since TANGO's inception, the division has quickly become Amscan/Party City's agency of record for all of the company's sports sponsorships.  The TANGO team has created partnerships between Party City and the NY Giants, NY Nets, NY Jets and Madison Square Garden using what Rosenstrauch calls the TANGO "activation bull's-eye."  It includes activating brand awareness both inside and outside the stadium through Party City signage; mentions in game-time programming; and social communication via the team's Facebook, Twitter and e-mail databases.  Fans also have the option of checking out the Party City Tailgate Patrol and Tent, which features team gifts, face painting, and photos, which can be uploaded directly to Facebook.

Rosenstrauch points out that connecting directly with fans at the stadium is the best way to drive them to retail. "The key to successful partnerships is to leverage a shared consumer target," he says.  "It's imperative to effectively embed your message into the partner's existing equity and content."

A for-profit business juncture to benefit Haiti is also in the works for 2011.  This partnership in brand development will source products out of Haiti to sell in the United States, donating a portion of the proceeds back to help rebuild the country's infrastructure.  TANGO's first product, a coffee that's branded Haiti Originale, hits Whole Foods in Winter 2011.

Additionally, the TANGO team has created a scratch-off promotion for Zimmerman client, Friendly's, in which restaurant patrons in the Albany, NY test market have the opportunity to win $5,000 towards their holiday shopping. A 2011 partnership and promotional strategy for White Castle, is also under development.

For Zimmerman, it's these types of partnerships that build upon their relationship with each of their clients, as well as increase their return on investment.  "At Zimmerman, we're all about results," he says.  "TANGO enables our clients to ensure their advertising and marketing programs build their customer base, revenue stream and ultimately their market share and profitability."


TANGO is the sponsorship, partnership and promotional arm of Zimmerman Advertising, creating ideas to drive consumer consideration in the sports, entertainment, philanthropic and business to business fields. Through strategic relationships, TANGO unleashes the power of the client's brand and partner's equity to create unsurpassed market sales results.

About Zimmerman Advertising

Headquartered in Fort Lauderdale, Florida, Zimmerman Advertising, an Omnicom Group™ company, is the country's leading national retail brand builder, and the 14th largest advertising agency in the United States according to Adweek, with more than 1,100 full-time associates and offices throughout the country, including New York, Los Angeles, Chicago, Dallas and Atlanta. For information on the agency, visit http://www.zadv.com.  To learn more about Jordan Zimmerman, his business philosophies and opinions, visit his blogspot: www.yousleepwhenyoudie.com

About Omnicom Group

Omnicom Group (NYSE: OMC) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. 

SOURCE Zimmerman Advertising