9/25/2013

Sports have a "particular urgency" because they are almost always watched live, and they inspire strong connections with fans, according to PepsiCo's Frank Cooper, who spoke at one of several Advertising Week panels about sports on Tuesday. Marketers who want deep associations with sports should be "ready for the unexpected," said Glenn Brown, Twitter's director for promoted content and partnerships. "The key to the whole thing is improvisation," he added.

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