The world of sports, sports media and sports marketing are bigger now than they’ve ever been. The range and reach of digital media, branded play-by-play updates available directly on your cell phone and the recent emergence of Twitter have allowed brands – especially sports entities – and media to connect with consumers through new channels. And as the industry continues to grow (and sponsors continue spending millions in athlete endorsements), companies can utilize new mediums to maximize their marketing investments and further build brand affinity.    

During a detour around a traffic accident this weekend I discovered the problem with creativity. The guy in front of me decided that rather than crawling along on the main thoroughfare, he would zip down a side street. I watched as his car disappeared down the winding road.  In an instant, I was faced with a quandary: to follow or not to follow.  

At times, we use the terms “media agnosticism,” “cross-channel creative” or “non-traditional” to convey the notion that ideas brought to the table by public relations need not be “standard” PR tactics. The concept is a good one and warrants repeating – particularly today. These catch phrases serve to articulate an even simpler truth – ideas rule.