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Owens Corning’s sponsorship of men’s college basketball’s National Invitation Tournament is part of a fresh focus on sports marketing the company hopes will help it reach its male target.
Upcoming advertising from Doner is designed to broaden the company’s image beyond that of an insulation manufacturer, said Michael Baskin, evp and account management director for the Southfield, Mich., agency. The Toledo, Ohio, company sells an array of other building products.
Doner’s efforts include “The Owens Corning NIT Shoot-Out,” an interactive game on ESPN.com.
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