New BrandMatch® Score Tool Provides Real-time Rating of the Compatibility Between Brands and Potential Endorsers

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Delivers fundamentally new approach and benefits to the selection and negotiation process for brands and agencies.

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An estimated $1.1 billion is spent annually in the U.S. on athlete endorsements alone, yet the marketers who are making the high-stakes decisions about endorsers have very limited and outdated information to help them determine the best match for their brand and campaign goals. BrandMatch® Score is significantly changing the way marketers choose endorsers with today’s introduction of its software-based market research tool that rates the compatibility between brands and potential endorsers in real-time.

“We’ve felt for years that the research and hiring process around endorsers was fundamentally flawed,” said Derek Boyle, founder and president of BrandMatch Score. “Fixing those flaws, as well as modernizing the process to eliminate subjectivity and mitigate risk, required the development of a disruptive technology that quickly brings together real-time data and audience sentiment to translate it into a result that is easy to understand.”

Built to assist marketers at both brands and agencies, BrandMatch Score has been researched and developed over 10 years, integrating various expert hypotheses. It evolves current models and introduces a new methodology using hundreds of proprietary algorithms, thousands of factors, and customized customer survey data collected by BrandMatch Score partner, the University of Massachusetts Center for Spectator Sports Research.

Marketers input specific information about a planned campaign, including target demographics, key brand attributes, length of campaign, allocated endorser budget, and requirements of the endorser. They also provide up to 10 endorsers they are considering. BrandMatch Score gathers real-time consumer insight via certified panels as well as empirical career data specific to each potential endorser. This information is weighed against the campaign and brand parameters and a BrandMatch Score is calculated for each potential endorser. The BrandMatch Score is delivered online and allows the marketer to drill into each assessment area -- Brand Alignment, Brand Building Capabilities and Budget Alignment -- for more detail behind the Score.

“Unlike other scoring mechanisms which are updated periodically, at best, and don’t take into account any factors related to the brand, BrandMatch Score is the only tool available that rates the compatibility between a potential endorser and a specific brand and campaign vision in real-time,” added Boyle.

Commenting on BrandMatch Score, Mike Sheehan, chief executive officer at Hill Holiday, said, “Pairing an athlete or celebrity with a brand is a challenging task. Choosing the perfect match is exponentially more difficult. BrandMatch Score has crafted a way to modernize the endorser procurement process using original technology and customized research. The data the tool produces becomes an invaluable asset for these high-stakes and lucrative decisions.”

“More companies should take the time to understand the endorser landscape in a rigorous manner,” said John Lynch, VP - Head of U.S. Marketing at Reebok. “Moneyball can be applied to marketing. Don’t just shoot from the hip – use a tool like BrandMatch Score.”

Initial reactions from marketers to BrandMatch Score and its strategy have been strong, ranging from, “I can’t believe this hasn’t been done yet,” to “It’s extremely intuitive,” to, “It would be crazy and irresponsible to not use this tool if you are searching for and hiring an endorser.”

With its initial release today, BrandMatch Score is targeted at national and regional brands seeking athlete endorsers across most sports and leagues, from football to NASCAR to tennis and golf. In 2013, BrandMatch Score will expand to address global brands, and will add scoring of additional sports, musicians and actors.

About BrandMatch® Score
BrandMatch® Score is transforming the way marketers think about, select and leverage endorsers. Founded in 2011, BrandMatch Score provides a software tool, aptly named BrandMatch Score, which performs the ultimate due diligence in the research and decision making process by delivering real-time, fact-based data and insights to quantify the compatibility between a brand and potential endorser. To learn more visit

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Matthew Croteau
Lois Paul and Partners
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