Written by fableinteractive

Ogilvy Unveils a Global Restructuring to Kick Off Its 'Next Chapter'

Ogilvy & Mather Worldwide today announced a sprawling list of promotions, shifts and restructurings—including a large new production and technology operation called Ogilvy Delivery. 

The changes were unveiled in an internal memo sent by Ogilvy & Mather Global CEO John Seifert to the agency's many staffers. Acquired by Adweek, the memo details a networkwide restructuring and a number of leadership appointments across functions, clients and regions around the world.

The many changes together encapsulate Seifert's most dramatic move since taking over for outgoing CEO Miles Young one year ago.

"Since speaking to you all in November, I have made it clear to our Executive Committee, [WPP CEO] Martin Sorrell, and the WPP Board that my number one priority as Worldwide Chairman and CEO will always be our people," Seifert writes. "Today, I am pleased to formally announce some next chapter leadership appointments across functions, markets, and clients."

In a new architecture comparable to the four worldwide "solutions hubs" announced by Publicis Groupe in late 2015, Seifert has created four "functions" to unify various disciplines across the larger Ogilvy organization under the groupings of Talent, Growth, Delivery and "Marketing, Communications and Change."

Here's the full memo, followed by summary of some of the key changes:

What is Ogilvy Delivery?

Perhaps most notable among Seifert's many announcements was the creation of Ogilvy Delivery, which appears to offer a blend of production, project management and technology services all aimed at getting work out of the concept phase and into reality.

"Ogilvy Delivery revitalizes our commitment to the 'art of making,' focusing on the critical craft skills required to bring big ideas to life in film, digital experiences, social media, print," Seifert writes.

Seifert describes the operation as having three pillars: a Program Management Office, a "studio ecosystem" encompassing production teams around the world and a new, unspecified technology model. Former OgilvyOne worldwide president and Chief Operating Officer Günther Schumacher will lead this team as worldwide chief delivery officer, partnering with Chief Technology Officer Mike Tidmarsh on the tech aspects of the new function.

New Roles for Diversity, Growth and Communications

Worldwide Chief Talent Officer Scott Murphy will lead the Talent division, managing human resources, diversity & inclusion, learning & development and talent acquisition. As part of this move, Seifert also promoted senior partner, executive director of L&D Diane Fakhouri and senior partner, chief diversity officer Lauren Pedro to lead the global learning and diversity divisions.

Paul Heath, worldwide executive director and chief growth officer, will partner with Ogilvy Public Relations worldwide chief business development officer Suresh Raj to manage the Growth function and "ensure that [Ogilvy's] markets, specialist units, and global client leaders are equipped with the talent, tools, and modern marketing expertise necessary to fuel enterprise growth."

Seifert has chosen worldwide CMO Lauren Crampsie to help create "the next chapter Ogilvy brand experience" as the head of the Marketing, Communications and Change function. She will help develop a "One Ogilvy" branded marketing effort across global offices to help strengthen the network as a brand unto itself.

Ogilvy Public Relations global Chief Communications Officer Jennifer Risi will serve directly under Crampsie and manage all media relations functions while partnering with managing director of marketing and content Nikolaj Birjukow on self-promotional initiatives. Crampsie will also now become senior adviser on the worldwide executive committee.

Seifert's memo also includes several regional leadership changes.

  • Former Ogilvy East chief Lou Aversano will become CEO of Ogilvy USA, with global PR CEO Stuart Smith heading up the Western division throughout 2017 as the two eventually become one integrated group. This larger unification has been in the works since September, when Seifert tasked Aversano with bringing all North American operations together under a single P&L.
  • Laurie Young was promoted to CEO of Ogilvy Canada last December.
  • In the Asia Pacific region, Ogilvy PR Singapore managing director EeRong Chong will oversee all operations in that country along with Chairman Chris Riley
  • Former Ogilvy & Mather Asia Pacific Group CMO David Mayo, a 15-year veteran of the network, has been promoted to CEO of Ogilvy Malaysia.
  • Katryna Mojica will succeed Adam O'Conner as chief executive of Ogilvy Hong Kong, while the latter executive works with the regional brand management community in a new role.
  • Former Mexico CEO Horacio Genolet became chief executive of Ogilvy Latina last November, with Marcos Golfari retaining the chairman role for Latin America. Chief creative officer César Agost Carreño and vp Verónica Hernández will succeed him as co-CEOs.
  • Longtime Fred & Farid partner and managing director Emmanuel Ferry will now lead Ogilvy's Paris office, reporting to Ogilvy France president Natalie Rastoin.
  • Ogilvy CommonHealth CEO and chairman Matt Giegerich will resign after 17 years leading that agency. His operation had been merged into a larger WPP group called WPP Health & Wellness.
  • Strategic consultancy group OgilvyRED will expand across all existing markets, with more offices planned in 2017, with founder Carla Hendra helping to develop a growth plan for Ogilvy's global health and wellness business. A new "Ogilvy Center for Behavioral Science" will be led by former PR CEO and chairman Chris Graves.

On the client side, Seifert promoted several executives to become members of the Ogilvy Global Brand Management team.

  • Ogilvy Japan president Todd Krugman will lead global client services for IBM.
  • Worldwide managing director Philip Heimann, who had been leading the Coca-Cola business since 2008, will now lead SC Johnson around the world.
  • Nancy Hannon, who resigned from her position at Leo Burnett Chicago last November to join the Ogilvy team, has been named executive creative director on the same account.
  • Ogilvy UK CCO Emma de la Fosse will lead global creative on Kimberly-Clark Adult and Feminine Care with Chicago ecd Chris Turner heading up Huggies.

Others have been promoted to "global executive leader" roles. They include Jamie Prieto, who will lead American Express; Paul Heath, whose clients include Unilever, Mondelez and Ford; OgilvyOne Worldwide chairman and CEO Brian Fetherstonhaugh; Paul O'Donnell, who adds Allianz and Siemens to his list of clients along with Phillips; the aforementioned Horacio Genolet, who now leads Coca-Cola around the world.

In conclusion, Seifert writes that more such news will break soon: "I get more excited about the opportunity in front of us with every interaction I have with the amazing people in this company."

The affects of this extensive series of changes on the day-to-day operations of Ogilvy offices around the world will fall into place throughout 2017 and beyond as the WPP agency aims to cement a consistency that has led the Cannes Lions to name it global network of the year every year since 2011.

Source: Advertising

American Cancer Society Picks The Richards Group to Help Set Its Brand Apart

The Richards Group has won creative agency of record duties for the American Cancer Society after a review.

The ACS, which is one of America's most-recognized charities, issued an RFP late last year as part of an effort to help differentiate itself in an increasingly crowded nonprofit field. "We're very fortunate in terms of high brand awareness, but we need to create greater stickiness," said svp of strategic marketing and alliances Irma Shrivastava.

The group's most recent review occurred in 2015, with DDB Chicago winning the business thanks, in part, to a relationship with then-svp of marketing and Wrigley veteran Daniela Campari. Last year, the organization went through some changes on the marketing side, hiring Coca-Cola veteran Sharon Byers as its chief development and marketing officer in October after ending its relationship with DDB and going on what Shrivastava describes as an advertising "hiatus."

Shrivastava, who also held top marketing roles with Coca-Cola, said, "The irony is that for-profits and not for profits are looking to do the same thing in terms of connecting with consumers. One thing we liked about Richards in addition to creative and strategy was their long-term relationships with clients, which have been very impactful." Those clients include Motel 6, Salvation Army and Home Depot, all of which have been with Richards for 15 years or more.

American Cancer Society's marketing budget has remained somewhat consistent over time. The latest numbers from Kantar Media have the group spending just under $35 million on paid media in 2015 and $15 million from January to September of 2016.

The Richards Group's first work for its new client will debut in late summer or fall of 2017.

Source: Advertising

T-Mobile's CEO Just Tweeted That the Brand Is Running a Super Bowl Ad This Year

Another wireless brand will make an appearance in the Super Bowl next Sunday. T-Mobile CEO John Legere announced the news today on Twitter with a three-second video featuring a pink football and lots of Super Bowl-worthy snacks.

No word on when the ad will run or how long it will be just yet, but Publicis Seattle will work on the creative. 

Last year, the brand had a hit with its "Restricted Bling" spot starring Drake dancing to his popular Hotline Bling track. 

Past ads have featured other big names, including Steve Harvey, Tim Tebow and Kim Kardashian in a 2015 Super Bowl spot. And while the brand isn't releasing details about the creative, there's a good possibility it will feature a celebrity.

T-Mobile will be competing on game day with Sprint, which announced it will run an ad in the second quarter of the game. Droga5 will handle creative for that spot.

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Source: Advertising

Nielsen Modifies Its Total Content Ratings Rollout, With 'Limited' Release on March 1

One month after NBCUniversal asked Nielsen to put the brakes on its Total Content Ratings (TCR) rollout, the company has decided to modify its plans for making the new metric publicly available.

Now, instead of the release schedule it announced in September, in which all metrics would be available to all Nielsen clients—including all networks, analysts and press—on March 1, TCR will now have a "limited commercial release" on that day, said Jessica Hogue, svp product leadership, Nielsen.

Beginning on the date, publishers can choose to share their own data externally, with media, agencies or for other business purposes, but will not be able to release data from competitors. "When a publisher shares that information, we will make the same information available to agencies," said Hogue. "It will be led by our media clients: for those that are ready and comfortable and want to be able to use the data, we want to support them to be able to do that."

Nielsen announced the changes after presenting them during today's senior research council meeting with media and agency clients.

"For us, this was about finding a solution that works for all our media clients," said Hogue.

Nielsen no longer has a time frame for when all Total Content Ratings data will be publicly released. "We're going to revisit and reassess at a later date," said Hogue.

Last month, Linda Yaccarino, chairman of advertising sales and client partnerships for NBCUniversal, sounded the alarm about TCR by writing a letter to Nielsen execs asking them to put the breaks on the impending rollout. Yaccarino said she and her company have "deep concerns" about Nielsen's total content ratings product, which she claimed is "not ready for release" and would do "more harm than good" in its current form.

Nielsen reaffirmed its support at the time for TCR and its rollout schedule, but earlier this month, the company said it was rethinking its strategy at the behest of its TV network clients and had "modified the way in which we will be sharing data during the agency evaluation period which begins in January."

Yaccarino's concerns were echoed by the broadcast network presidents, who told Adweek that as much as the industry is eager for a metric that will show how much their content is viewed on all platforms, they wanted Nielsen to get things "right" and delay the TCR release. "This is one of those things where, if it comes out and it's a disaster, there's no rolling it back," said ABC Entertainment president Channing Dungey.

Nielsen responded by telling Adweek, "There are no underlying methodological issues with Total Content Ratings (TCR) which is part of Nielsen's Total Audience framework. We take data quality and validation seriously and have conducted extensive evaluation with clients who have implemented measurement."

When Nielsen first unveiled its total audience measurement plans in the fall of 2015, executives had hoped to roll it out in time for last year's upfront presentations, but implementation has proven to be a more difficult and time-consuming process than they had anticipated.

Source: Advertising

Sprint Promises a 'Real Cliffhanger' for Its Super Bowl Ad

Sprint will return to the Super Bowl this year with a 30-second spot from Droga5. The ad will run in the second quarter of the game and marks the brand's fifth Super Bowl appearance to date.

Sprint's CEO Marcelo Claure announced the ad earlier today on Twitter, writing that "it's a real cliffhanger."

No other details on the creative or concept for the spot have been released yet. Some of the brand's most recent ads have featured a familiar face in the world of cell phone ads, Paul Marcarelli. He's also known as the longtime pitchman who spouted the now famous "Can you hear me now?" tagline for Verizon.

At the time it was a major coup for Deutsch, who worked on the ads for Sprint before losing the account to Droga5 last November. Droga5 secured the account from Deutsch without pitching.

"We felt that, as part of our transformation, it was the right time to bring new thinking and fresh ideas in the mix. Droga5 is the right agency at the right time for Sprint," David Tovar, Sprint's vp of corporate communications, told Adweek at the time.

This Super Bowl spot will be Droga5's first work for the brand so it's unclear whether the cell phone spokesman will make an appearance in the ad.

Sprint's last Super Bowl ad ran in 2015, with a spot from Deutsch L.A. In the spot, Sprint issued a cheeky apology to Verizon and AT&T for cutting their clients' bills in half.

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Source: Advertising

Leo Burnett Hires Katie Newman As Its New U.S. Chief Marketing Officer

Leo Burnett has a new chief marketing officer. Katie Newman joins the team in the U.S. as CMO, effective immediately.

Newman has spent quite a bit of her career with Leo Burnett. She worked as an account supervisor for three years and as an account director for an additional three years, working on Hallmark Cards. Most recently Newman was CMO of the software and analytics company Ardent and CMO of marketing and tech incubator, The Abundancy.

Both Ardent and The Abundancy were recently acquired by Leo Burnett after the agency hired consultant and venture capitalist Andrew Swinand as its new North American CEO in early January. Swinand previously spent some time at Publicis Groupe's Starcom Mediavest Group, but most recently founded and developed The Abundancy and Ardent. After working with Newman on both operations for four years, Swinand said he knew Newman would be the perfect fit for the role of U.S. CMO.

"When I think about talent, it's power, passion and smarts. [Newman] just has been a force in terms of helping build our small entrepreneurial venture," Swinand said. "I couldn't imagine doing this without her because she's been rocking it with me for four years already."

In her role as CMO, Newman will be tasked with helping Swinand and Leo Burnett, "innovate and incubate a new model that puts data at the forefront of the creative process," Newman said. 

"It's going to start with changing the way we operate … 'Human Kind' has always been our belief system. One of the big thing we are working on now is making that into our operating system. Again that requires bringing new data, tools and technology to the forefront of our creative process," she added.

One focus for Newman in the new role will be implementing Publicis Groupe's "Power of One" strategy in order to help make Leo Burnett be part of a more open source solution for clients. Most recently the network has leveraged this thinking to help Saatchi & Saatchi win the $400 million HSBC account from J. Walter Thompson.

Newman will also focus on fusing creative with data.

"I think for the past several years creativity and data have been at odds with one another and that doesn't need to be the case. I think an exciting thing here in store for Leo Burnett is that you'll see our creative product, which has already been amazing, be even better because we are investing in those tools and technology and data to understand people better, to give them what they want and respond with experiences that are really meaningful," Newman said.

Newman will have plenty of new clients to deliver powerful creative to. Most recently Leo Burnett added Special K's U.S. business back to its roster of clients after losing the account to J. Walter Thompson in 2015. The agency also scored global creative duties for Jim Beam and added MillerCoors' U.S. retail business.

Source: Advertising

Geico Tops the Week's Most Digitally Engaging Ads

GEICO rules supreme in this week's chart of the most digitally engaging commercials, powered by The insurance company owns three of the top 10 ads, and uses memorable, if cringeworthy, humor to spark conversation. Its first-place spot imagines what would happen if former running back Tiki Barber worked in a barber shop. At No. 8, GEICO has some fun with a cuckoo clock. And at No. 10, an undercover agent barely escapes some mobsters. 

Insurer UnitedHealthcare also uses humor to capture second place.

Filling out the rest of the chart are commercials we've been seeing for a few weeks, including spots from Apple, Microsoft, Verizon and Madden NFL.

Top 10 Ads by Digital Share of Voice

powered by

1. GEICO TV Spot, 'Tiki's Barber Shop: It's Not Surprising' Feat. Tiki Barber

25.18% Digital SOV  1,622,065 Online Views  3,815 Social Actions


2. UnitedHealthcare TV Spot, 'Lunch With Chuck' Featuring Chuck Norris

15.27% Digital SOV  112,796 Online Views  13,148 Social Actions


3. Apple iPhone 7 + AirPods TV Spot, 'Stroll' Ft Lil Buck, Song by Marian Hill

15.06% Digital SOV  392,636 Online Views  7,931 Social Actions

4. Microsoft TV Spot, 'Football, Teamwork & Technology: CA School'

5.09% Digital SOV  349,028 Online Views  502 Social Actions

5. Verizon 5GB Plan TV Spot, '5GB for $55'

4.01% Digital SOV  810 Online Views  3,891 Social Actions

6. Apple iPhone 7 Plus TV Spot, 'Take Mine' Song by Bezos' Hawaiian Orchestra

2.95% Digital SOV  56,753 Online Views  2,111 Social Actions

7. Madden NFL 17 TV Spot, 'Karaoke' Featuring Antonio Brown

1.99% Digital SOV  56,069 Online Views  1,173 Social Actions

8. GEICO TV Spot, 'Cuckoo Clock: Take a Closer Look'

1.45% Digital SOV  12,856 Online Views  1,227 Social Actions

9. Walgreens TV Spot, 'Seize the Day'

1.19% Digital SOV  234 Online Views  1,152 Social Actions

10. GEICO TV Spot, 'Undercover: Great Answer'

1.11% Digital SOV  9,385 Online Views  948 Social Actions

Excludes Movie Trailers.

Attention analytics company tracks TV ads in real time across more than 10 million smart TVs, and measures digital response to TV ads across Facebook, Twitter, YouTube, Google, Bing and Yahoo! Click here for more on's methodology.

Source: Advertising

Bleacher Report Caters to Millennial Men With Thoughtful Sports Analysis and Parody Videos

People talk about sports a little differently than they used to. Post-game discussions don't have to wait for the next morning's water cooler chats. Instead, fans turn to Twitter during the game for up-to-the-minute reactions, GIFs, jokes and memes. 

That's not something that traditional TV-first media brands can easily identify, and it's why Dave Finocchio, the co-founder and CEO of Bleacher Report, has built such a successful brand for millennial men.

"The culture of sports includes talking about it," Finocchio told Adweek, "and our transition from a news media brand into an influencer brand has been really cool."

At Bleacher Report, which was acquired by Turner in 2012, the team have been attracting "people of the culture" for a while, as opposed to just reporting on the culture of sports from afar. And luckily, advertisers are also paying attention.

Currently, 80 percent of Bleacher Report's 50 million monthly unique visitors is under the age of 34. Additionally, the site is up 300 percent year-over-year in video streams.

Not only are people turning to Bleacher Report for thoughtful sports analysis, but they're also tuning into the different kinds of programming that the site, and it's highly engaged social platforms, provide.

"A lot of our audience is in that phase of life where they're ready to make big purchasing decisions," said Finocchio. "They're ready to learn more about products or services that will make their lives better."

According to Finocchio, sports is the one content vertical that men will share at any sort of scale. Bleacher Report has fully embraced the concept of branded content. The team, which includes David Eichenstein as the vp of branded content and sales, and Beckley Mason as head of branded content, built its own in-house creative studio.

There's an animation team, parody-esque videos and other episodic branded content to entertain viewers while connecting them to brands.

Prominent players, including the top college football recruit out of Alabama, have started to want to spend time in the Bleacher Report offices, in order to "speak to their generation."

"Some players will just roll their eyes at the media, but that's the media that's covering sports instead of sports culture," said Finocchio. "Now, they want to be involved with our content."


        A new animated, branded series will feature the voices of Michael Che and Roy Wood Jr. among other stars.Bleacher Report

Think of those SportsCenter promos with players palling around ESPN offices, but with more GIFs and laughs.

Bleacher Report takes a similar approach with its brand partners.

"Brands want people in the room that know their business," said Finocchio. "Members of our team will be specialists in different fields. The future of advertising has to be about moving the needle for the brands."

With narrative-based content, both in their own ads and in articles, Bleacher Report is well poised to connect brands to millennial dudes. 

"Content is valuable because it's entertaining," he said. "This is how you stay effective with a younger generation."

Source: Advertising

BBDO Promotes the Creative Behind Barbie's Reinvention to CCO in San Francisco

Over the past year-plus, Mattel has brought Barbie into the 21st century with the help of its evp and chief brand officer, Juliana Chugg, and creative agency BBDO San Francisco.

This week, the latter organization promoted Matt Miller, who led the Barbie effort beginning with 2015's "Imagine the Possibilities" campaign, to the role of chief creative officer. Miller is the first person to hold that title in more than 15 years.

"It's a growth story for the agency and for Matt," said BBDO San Francisco president and CEO Jim Lesser, noting that the office's staff has more than doubled over the past two and a half years. "We've been on a great new business run, and this marks how much he has impacted that."

"Matt is a fantastic leader, I love what he’s accomplished with the agency," said BBDO global chief creative officer and North American chairman David Lubars. "And, with this well-deserved promotion, I look forward to loving all the things he’s going to accomplish."

Since launching the Barbie work, BBDO has become lead agency on all three of Mattel's major brands including Hot Wheels and Fisher Price. Lesser described the expansion, which happened without a review, as "a huge vote of confidence from our clients."

Miller, who built his reputation working on the Allstate "Mayhem" campaign for Leo Burnett Chicago, moved to BBDO's Bay Area office in 2014 to join the Wells Fargo team and subsequently took on lead creative duties for Barbie when Mattel picked BBDO after an unannounced review.

"I have two main goals," Miller told Adweek. "One is to create the most poachable people in the industry, those with the biggest thinking, the deepest books, the best presentation and client-management skills—the leaders. Then I want to create an environment that's so supportive and nurturing that those people never want to leave."

The Barbie campaigns were among the work that led Adweek to name BBDO its U.S. Agency of the Year for 2015.

Source: Advertising

Animal Planet and Pedigree Add VR and Branded Content to This Year’s Puppy Bowl

Animal Planet's mantra heading into the Puppy Bowl—its annual telecast featuring puppies playing football, held a few hours before the Super Bowl—is always, if it ain't broke, don't fix it. "We stick with what really works for us: putting puppies that are available for adoption up onscreen and letting them do their thing. That's been the secret sauce," said Jason Goldberg, vp, client and brand partnerships, Discovery Communications.

But for this year's Puppy Bowl XIII, which airs next Sunday, Feb. 5 at 3 p.m. ET, the network has partnered with sponsors to add a few new bells and whistles, including virtual reality and branded content.

Animal Planet and Pedigree are bringing VR to the Puppy Bowl for the first time, providing a "pup's-eye view" of the action via Buttons, one of the 78 adoptable puppies (from 34 animal shelters and rescue organizations nationwide) competing on "Team Ruff" and "Team Fluff."

VR "has been a corporate priority for us. We're one of the leading producers of VR content," said Goldberg, adding that the concept was a good fit with Pedigree, which has been sponsoring the Puppy Bowl for 12 years straight and was looking to "reinvigorate" its involvement.

"Every year, Animal Planet and ourselves have challenged each other to be more resonant and meaningful with what's happening in the world of media," said Melodie Bolin, Pedigree brand manager. When Animal Planet suggested VR, "we were so excited about it, because how cute is seeing everything through the eyes of a puppy on the field?"

The VR content is available via Animal Planet's Puppy Bowl hub page, YouTube, Discovery's VR apps and Facebook. 

The two companies also partnered on a pair of branded content spots, showing a Rocky-style montage of the animals preparing for the Puppy Bowl. They are airing on Animal Planet and are also available on Animal Planet and Pedigree's social channels.

"We landed on the idea of replicating the iconic training scenes from Rocky, because it resonates so much culturally. We thought we could do that in a really cute way, and we couldn't be more thrilled with how they turned out," said Bolin.

For the first time, Pedigree has tapped NFL players to promote its Puppy Bowl involvement, enlisting Hall of Fame wide receiver Jerry Rice and former Kansas City Chiefs quarterback Aaron Murray to promote the telecast on social media. "We've been trying to get a lot more involved in the social media space and trying to find ways that resonate with consumers for getting that out," said Bolin.

Also new to this year's Puppy Bowl is the Petco "Lombarky" trophy—Animal Planet's version of the Vince Lombardi Trophy, presented to the Super Bowl winner—which will go to the winning team. That came out of discussions between Petco, a new sponsor this year and Puppy Bowl's first retail sponsor, and Animal Planet about how to work a toy element into the telecast.

The other Puppy Bowl XIII sponsors include Bissell, Arm & Hammer Clump & Seal, Ro*Tel, Velveeta, Dairy Queen, Geico, Sheba and Subaru.

After 12 years, the Puppy Bowl has become "a pop culture phenomenon" for Discovery Communications, said Goldberg. "It also happens to be the second biggest franchise that we have within our portfolio behind Shark Week. So the network puts a lot of effort behind Puppy Bowl." With a one-hour pregame and repeats, the network will air 10 hours of Puppy Bowl coverage on Feb. 5.

Last year's telecast was the No. 2 show in its time slot on both broadcast and linear among adults 25-54, women 25-54 and women 18-49, behind only CBS's Super Bowl coverage. Animal Planet says 9.3 million unique total viewers watched the day's 12-hour Puppy Bowl marathon.

Source: Advertising