DALLAS Millsport and The Marketing Arm have joined operations to create "the next agency model for integrated sponsorship optimization," the agencies said in a statement.
Effective immediately, the two Omnicom Group-owned sports-marketing shops will be led by Howard Jacobs, who was named president. Jacobs previously served as Millsport's senior vice president of marketing. In addition, Chris Smith, who has overseen The Marketing Arm's consulting practice for 10 years, was promoted to chief strategy officer.
"The opportunity to elevate the quality and breath of expertise for our clients is the central basis for our joining The Marketing Arm," said Jacobs. "Our common goal is to raise the bar of sophistication and execution in the sports-marketing space toward the endgame of measurable business results."
The Marketing Arm now comprises four units: Millsport (sponsorship and sports consulting), USM&P (events), Promo Link (strategic promotions) and Talent Link (talent acquisitions for brands).
Based in Dallas, The Marketing Arm has offices in Los Angeles, New York and Chicago. Millsport's corporate headquarters will remain in Stamford, Conn., with additional offices in Atlanta, Charlotte, N.C., and Dallas.