Featuring:
Shane Arman, SVP, head of US Sports, Allison Worldwide

In 2010, many comms pros studied “The Decision” — LeBron James’ highly anticipated announcement of which team “he’d be taking his talents to.” Fifteen years later, he had everyone on pins and needles awaiting “The Second Decision,” which ended up being the launch of an ad campaign with cognac brand Hennessy. Many had opinions on this, more critical than complimentary. During conversation with PRWeek’s Gideon Fidelzeid, Arman opines on what the fallout would likely be for James and the brand. In doing so, he highlights what comms pros can take away from this episode.

And that is just the start of this game. The WNBA. Emerging sports leagues. NILs. Pickleball — we know you’re playing it. Everyone seems to be. All are discussed at length with Arman — all with a focus on the valuable comms lessons to be gleaned from each.

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