rEvolution Hires Sponsorship Research Pioneer

Released on: October 18, 2007, 2:07 pm

Press Release Author: rEvolution

Industry: Marketing

Press Release Summary: Darren Marshall to Lead Research Group, Alliance with
Knowledge Networks

Press Release Body: CHICAGO (OCTOBER 2007) - rEvolution, the Chicago-based
integrated sports marketing and media services agency, has hired Darren Marshall,
former Knowledge Networks (KN) executive and industry leader in sponsorship ROI
methodology, to guide rEvolution's Sponsorship Research Group. The new group
offers clients a unique combination of access to the state-of-the-art KN ROI model,
as well as Marshall's unrivalled experience regarding strategy and activation of
sponsorships in order to maximize ROI.

Earlier this year, rEvolution announced a strategic partnership with Knowledge
Networks, an industry leading market research firm, and later another joint venture
with Alphacution, a leader in software solutions, to deliver the next generation of
consulting services. The research foundation of the group is rooted in KN's
innovative sponsorship ROI model developed by Marshall at KN in conjunction with
other KN team members with active input from one of the world's largest beverage
companies. KN's model is viewed as the only one to truly isolate and quantify the
additional sales generated by a sponsorship. Marshall's move to rEvolution
signifies the next step in the growth of rEvolution's Research Group and allows
Marshall to foster broader client ties, while also accelerating change within the
sponsorship research industry.

"I've spent nearly 20 years in this business searching for better ways to hold the
millions of dollars spent on sponsorships truly measureable and accountable. The
development of the Knowledge Networks Model has eliminated the familiar refrain of
'we can't measure that' when the CEO asks how much extra product the company is
selling through a particular sponsorship," said Marshall, Senior Vice President,
rEvolution. "During the past few years, Knowledge Networks has had the opportunity
to use the Model on behalf of several of the largest corporate sponsors in the
United States. As a result, we can finally begin to understand why certain
sponsorship strategies do and/or don't work, and we are better equipped to advise
clients on how to maximize spending in order to achieve real results at a new level
that was previously unimaginable."

"We are glad to have an expert of Darren's insight and experience to help guide our
work with rEvolution," said Simon Kooyman, Chief Executive Officer of Knowledge
Networks. "We share with rEvolution a commitment to innovative ROI measurements that
lead directly to profitable client decisions; Darren has exemplified these
priorities in his years with KN, and we know he will continue to deepen the
influence of our Model and our partnership with rEvolution."

The need for better research and ROI models comes at a time when the cost of
sponsorships continues to escalate dramatically. As an example, a typical primary
sponsorship of a leading NASCAR team has doubled during the past decade to around
$18 million a year, forcing some household brand names into partial-year deals to
stay involved.

"Most of the negotiating power right now is on the rights holder's side, as they are
the ones investing in research in order to justify higher fees," said John Rowady,
President, rEvolution. "It's our goal to place more power back in the client's
hands by helping them with strategies before spending valuable resources, or by
recommending ways to optimize their current sponsorship portfolio."

Recent industry surveys and reports show a positive outlook for growth in the area
of sports marketing research. According to the CMO Council's Marketing Outlook
Survey (fielded in the fourth quarter of 2006 to 350 top marketers), the majority of
marketers surveyed felt that their top goal in 2007 was to quantify and measure the
value of marketing programs and investments (43.8 percent). This upward trend is
also supported by the results of the 7th Annual IEG / Performance Research
Sponsorship Decision-makers Survey of sponsorship professionals, which similarly
found that the amount of sponsors not budgeting for concurrent or post-sponsorship
analysis dropped from 42 percent to 31 percent.

Internationally recognized as an expert in the field of marketing research, Marshall
was a co-founder of SRi (Sponsorship Research International) in 1993 and later
Senior Vice President of SRi's then-parent ISL Worldwide. Most recently, Marshall
worked at Knowledge Networks, and served as their Vice President and Group Account
Director from 2003 through 2007.

"Darren brings tremendous insights and experience to the task of building an ROI
model for sponsorships," said Steve Lauletta, President, Chip Ganassi Racing with
Felix Sabates, Inc. "What started as a project to dive into the value of
client-side NASCAR sponsorships, he has refined and offers now to a variety of
sponsors spending in all facets of sports marketing."

The formalization of rEvolution's Research Group is further supported by
rEvolution's recently announced joint venture with Alphacution, a leading
information management solutions provider. Through the venture, rEvolution has
access to Alphacution's proprietary "visualized intelligence" system. This system,
initially targeted to the hedge fund and proprietary trading communities, improves
the automation of marketing information processing, data management and the
optimization of client sponsorship portfolios.

"Every client today is presented with a variety of ROI tools that end up missing the
mark. Therefore we are inviting corporations to rethink what they are really
getting [from other firms] and take a hard look at our track record," said Rowady.
"Driving business through sports today requires more than just collecting and
distributing information; it's looking at the information in a different light,
analyzing it, and then putting better recommendations to work."

About Knowledge Networks
Knowledge Networks specializes in solving complex, high-impact problems, providing
extraordinary quality and service to leaders in business, government and academia.
We work closely with clients to create healthy consumer-brand connections, effective
marketing and advertising, sound public policies, and accurate social science
research. We have established respected practices in media, marketing, advertising,
and government & academic studies. KN excels in study design, analytics, and custom
panel creation; we deliver affordable, statistically valid online research through
KnowledgePanelSM - the only available probability selected, nationally
representative Internet panel. For more information, go to

About Alphacution
Alphacution, LLC was initially established in March 2004 to design and develop
next-generation trading intelligence solutions for global financial markets
participants. Drawing upon this foundation of expertise and perspective, the
company's solutions now address the needs of a broader corporate audience. The
company's mission is based on a system design philosophy that seeks to achieve
excellence in both form and function through an extremely high sensitivity to
detail. The initial manifestation of this vision - called Alphacution RTI -
represents an unprecedented capacity for integration of unique data sources based on
visualization techniques, temporal modeling concepts and universal data management
standards. Visit for more information.

About rEvolution
rEvolution is an independent and fully-integrated sports marketing and media
services agency. Chicago-based with an international vision and reputation,
rEvolution joins forces with its clients in creating and implementing innovative
business-building marketing programs through sport. rEvolution\'s integrated
services environment includes: sponsorship, media buying and planning, promotion,
event management, hospitality, mobile marketing, software solutions, research and
measurement. rEvolution's team of industry experts specialize in action/youth
sports, collegiate sports, international sports, lifestyle sports, motorsports, and
professional sports. More information about rEvolution and the unique experiences
created and executed for corporations is available at

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Web Site:

Contact Details: Daniel K. Lobring
Manager, Public Relations
600 W Chicago Ave., Ste. 220
Chicago, IL 60610
ph. 312-529-5833
fax 312-529-5851

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