If you’d like your model talked about on-air by Joe Buck or John Smoltz in the course of the World Sequence, you’d in all probability want a giant media company with tons of sports activities clout to make that occur, proper? Seems, possibly not, a minimum of for company procurement firm Coupa — not precisely a family identify.
San Mateo, Calif.-based Coupa, in keeping with its senior vp of company advertising Tom Gavin, couldn’t have gotten into the World Sequence with out Apollo Companions, an impartial media company launched 20 months in the past by founder Eric Perko. However Apollo negotiated Coupa’s biggest-ever media funding into the “Coupa Most Worth Play of the Sport,” which Fox’s baseball announcers learn aloud each sport. (Gavin wouldn’t disclose the quantity spent to safe the deal.)
Apollo tries to punch above its weight — using solely eight full-time staffers and a complete of 30 folks working in some type for the company — seeking to discover main TV alternatives for its shoppers, which additionally embrace VF Corp, Intuit and MailChimp (which was acquired by Intuit).
In terms of larger businesses vs. smaller, “we don’t see a single distinction, in fact,” stated Gavin. “Apollo’s obtained the relationships, they perceive our markets, they’re accessible anytime and each time we’ve wanted them. They don’t sit again ready for us to return to them. And it’s helped us to take our our message and our engagement globally.”
The technique has since expanded right into a three-year take care of the New York Yankees, together with in-stadium signage and the same “Max Worth Play of the Sport” announcement on YES Community and radio protection. Due to Coupa’s world attain — it has places of work in Europe, Latin America and Asia with greater than 3,000 staff worldwide — Apollo additionally landed sponsorship positions for the model in Method 1 and German soccer league Bundesliga.
It’s Perko’s philosophy to go massive the place different smaller businesses would possibly shrink back. “We’re within the firm of some established manufacturers as a result of the notion is that one thing just like the World Sequence is out of attain” stated Perko, who minimize his tooth in digital-first retailers together with Publicis’ Digitas and extra not too long ago GroupM’s Essence (now MediacomEssence). “After which it may be inside attain, in case you have the flexibility to give attention to doing one factor very well, and determine the way you’re going to be actually profitable there.”
He additionally believes his tenure within the business has served to Apollo’s benefit. “The business for over a decade solely centered on efficiency,” Perko stated. “There’s a complete technology of expertise that doesn’t actually know find out how to do model advertising and make an emotional reference to a model.”
Apollo obtained its begin truly serving to different shoppers discover businesses to work with, which is how Dave Raggio, vp of acquisition advertising at Intuit’s Quickbooks, began formally working with Apollo final 12 months — though Raggio and Perko had labored collectively at Digitas years earlier than.
“He realized that you just don’t must have a $150 million media price range to do [big things], stated Raggio of Perki. “You simply need to be sensible about the way you create a second, capitalize on that second, and encompass it with the suitable activations.”
Raggio satisfied MailChimp’s CMO Michelle Taite to show to Apollo when Intuit acquired the e-mail agency, given the monitor file he had with the company. “I knew that Apollo Companions can be an excellent companion that will be capable of assist them consider their present state and supply some thought management and … assist them transition into the Intuit world,” he added.
Perko stated he hopes to increase into new shopper classes, together with quick-serve eating places, as a method to continue to grow income. Though he declined to supply a income determine for Apollo’s first 12 months, he stated he intends to develop income by about 150 p.c in 2022.