The Marketing Arm harnesses the power of emotion to make brands more engaging. To do this, we study emotion. We dig deep into the passions of the consumer. Armed with these insights, we design a strategy to best connect consumer and brand. Once established, we work to discover what that engagement means to the brand.
We continue to pioneer the science of promotional marketing. From the Celebrity DBI and Driver Index to the Sponsorship Property Index to our sophisticated measurement models, our science is recognized as some of the most advanced in our industry.
celebrity dbi
The Marketing Arm's Celebrity DBI provides brand marketers with a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns by evaluating a celebrity's relevance to a brand's image, target demographic and influence on consumer buying behavior. Learn more
sports property index
The Marketing Arm's Sports Property Index (SPI) is the industry's first independent index that determines a sports property's ability to influence brand affinity and consumer purchase intent. Learn more
motorsports index
Our Motorsports Index captures race fan perspectives about more than 50 drivers, team owners, broadcasters, and crew chiefs across NASCAR, IndyCar and NHRA. With the ability to compare perspectives of both avid and casual race fans, the Index provides critical insights to guide strategic platform development for motorsports sponsors.
idealink
IdeaLink is The Marketing Arm's collaborative hub. It's the engine behind our big ideas. Fueled by a powerful database of staff interests and passions, IdeaLink gives our Concepts & Strategy team the power to tap into the creative brilliance of The Marketing Arm's people.
