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Chris Smith is chief strategy officer for The Marketing Arm, which PROMO magazine ranked as the No. 1 marketing agency in the U.S. for 2006. Smith leads the creative and strategic direction for more than $200 million in programs from the world's most dynamic brands including AT&T, Frito Lay, Taco Bell, Home Depot, Gillette, and Anheuser Busch.
Smith, who has been with The Marketing Arm since its inception in 1993, is responsible for creating strategic concepts and activation opportunities for the firm's 70-plus clients across its four business units - USM&P (events), Millsport (sponsorship consulting), ipsh! (wireless marketing), and Davie Brown (music and entertainment). Prior to his post of chief strategy officer, Smith oversaw The Marketing Arm's promotions and sponsorship consulting business units.
Smith played a key role in the creation and development of the AT&T blue room, part of a strategic initiative to link the AT&T brand to premier communications and entertainment experiences, as well as to fuel sales and demonstrate how key products and services offered by AT&T such as AT&T Yahoo!® High Speed Internet and AT&T DISH Network Satellite TV can meet increasing consumer demands for value, choice and convenience.
Having established himself as one of the sports marketing industry's college football experts after leading Nokia's negotiations and activation strategies for its first two BCS terms, Smith led the charge away from on-field promotions and into the branded content era by delivering Jimmy Kimmel to Nokia in a 90-second segment where Kimmel interacted with the new Nokia camera phone during halftime of the Nokia Sugar Bowl.
Smith built upon this success by creating activation platforms for client AT&T's college football properties, including promotional and event initiatives surrounding the venerable Texas vs. Oklahoma football rivalry known as the AT&T Red River Rivalry, as well as a 20-market AT&T College Football Experience mobile marketing tour featuring the first interactive mobile gaming experience powered by DSL high-speed Internet.
Prior to The Marketing Arm, Smith worked at Coca-Cola, Frankel & Company, and the Southern Methodist University athletic department. He has been quoted on marketing strategy and trends in The Wall Street Journal, Sports Business Journal, Dallas Morning News, Los Angeles Times, Brandweek, The Washington Post, San Jose Mercury News, Fort Worth Star-Telegram, and several regional business journals.
Smith graduated from the University of Tennessee and earned his master's degree from SMU. | 