SENIOR PARTNER, CHIEF CREATIVE OFFICER Edward OHara Edward OHara is the founding partner of SME and serves as the company’s Chief Creative Officer. Ed manages the philosophical tone and direction of the company and oversees SME’s branding process from strategy development to creative direction and execution. His unparalleled expertise and vision has been the driving force behind SME’s incredible reputation and remains the backbone of the company. As a result of his extraordinary success in the field, Ed has become a noted expert in brand building, appearing on ESPN’s ‘Outside The Lines’, CNN, CNNfn, MSG Network and TimesCast. In addition, he is regularly quoted in various leading publications, including The Wall Street Journal, The New York Times, Inc., SLAMOnline and BrandWeek. Ed was a contributing author to Rockport Press’ Designing For Brands by Emily Potts and appears at numerous business seminars, speaking engagements and other leading industryEDWARD functions. Ed holds seats on the National Sports Marketing Network Executive Advisory Board and the Queens College Business School Advisory Board. O’HARA Ed is an active supporter of several non-profit initiatives including OSA Conservation, Genetic Disease Foundation, America Scores, Up2Us, Hope for Heroes, the Ray Festa Melanoma Foundation and the Parrish Art Museum in Southampton NY. Ed is a native New Yorker and resides with his wife and 3 sons in Centerport, New York.
NEW YORK YANKEES SME was named agency of record (2007-current) to develop brand strategy and tactics, positioning, identity, look and feel, marketing, advertising, media planning, digital, sales support and presentation materials for: • Yankee Stadium - Relocation Collateral • Yankees Premium - Helped market the highest priced ticket inventory in the history of the world, during the worst economic decline since the Great Depression. Sold 88% of $100M of inventory in first year. • Yankee Stadium Events – Branded and marketed 100,00 square feet of new, premium non-baseball event business.PAC-10 The Pac-10 Conference partnered with SME (2009) to develop a refreshed and unique positioning and brand strategy in advance of entering into negotiations for the richest broadcast media rights request In college sports history – over $205M per year.
CHURCHILL DOWNS Churchill Downs contracted SME (2008-2014) to develop an evergreen brand identity for its most renowned properties - Kentucky Derby and Kentucky Oaks - and help evolve them into the lifestyle space. The new look and feel for ‘The Most Exciting Two Minutes in Sports’ has been extended to all ensuing events, as well as the Kentucky Derby Party, Road to the Roses, Taste of Derby and Derby Nation sub-brands.FLORIDA MARLINS The Florida Marlins selected SME to help rebrand the team with a new logo, colors and uniform to debut at the New Marlins Ballpark for the 2012 Major League Baseball Season. The team will be renamed the Miami Marlins and seek to honor it’s new home in one of the world greatest, most diverse cities – all in a state of the art new venue – Marlins Ballpark. SME is also agency of record for all season ticket sales and marketing for the new venue.
DETROIT PISTONS Palace Sports and Entertainment partnered with SME to create a new culture of success on and off the court and revitalize their premier sports brand property – the Detroit Pistons. EVERY NIGHT became the long term rallying cry for the franchise and symbolized the deep connection this team has to its “Bad Boys” roots and the hard work ethic it suggests – very appealing to blue collar Detroitans. • Increased franchise value 102% from $236M – $488M within first three years • 56% increase in attendance first year • Sold out since 2005 • Won the NBA Championship in 2004 • Six consecutive Eastern Conference Finals • Sponsorship Sales Increased 200% • Won BrandWeek’s ‘Marketers of the Year’ Award in 2001ADIDAS SME was contracted to create commercial merchandise collections for their 2006 FIFA World Cup Germany license. Three collections were created – The Beautiful Game, Nations at Play and Championships of the Heart. The collections became the highest grossing licensing program in FIFA World Cup history - $225M in T-Shirts sales alone.
AEG SME helped usher in the Beckham Era in Major League Soccer, re-branding the LA Galaxy to suit its new star power. Working in collaboration with AEG senior management, adidas and MLS, SME developed an iconic yet timeless emblem that embraced the world’s game and prepared the LA Galaxy and MLS for the single biggest moment in the history of North American soccer.LPGA As the LPGA continued to grow and compete on the world stage for fans, partners, sponsors and media attention, a dynamic visual identity was required to better express brand direction. The LPGA partnered with SME to develop a refreshing new logo program, aimed at conveying the power, energy, diversity and global reach of the LPGA and its member golfers.
NATIONAL HOCKEY LEAGUE SME repositioned and re-branded the NHL during the labor stoppage - leading to a clear definition of the brand, a new brand identity and positioning – Celebrate the Quest, renewed relevance and put the league on its current path of success. NOTE: SME worked with 20 of 30 NHL franchises to reposition, define or refresh their brands and brand identities, licensing programs, and developed season ticket / sponsorship sales and marketing campaigns.MAJOR LEAGUE SOCCER Seeking to become the next great league in the world, Major League Soccer partnered with SME to develop a strategic branding and communications platform that positioned the league as a global entity and unified all MLS stakeholders – teams, fans, partners and players – under one brand. SME delivered Football. Fútbol. Soccer. MLS, a campaign appealing to the sport’s multicultural draw and MLS’s emerging global relevance.
UNIVERSITY OF LOUISVILLE The University of Louisville hired SME for a comprehensive analysis of their brand – research, definition, identity and engagement – to better stand apart in a fiercely growing atmosphere of competition in higher education.DOLPHINS ENTERPRISES Dolphins Enterprises partnered with SME to strategically redefine their core assets – Dolphins Stadium and the Miami Dolphins in advance of a $300M Club Level upgrade.IMG SMEs partnership with IMG resulted in company globalization. Sports licensing programs were delivered in China, South Korea, Australia and Japan.
COLLEGIATE LICENSING COMPANY SMEs exclusive, contracted relationship (1995-2001) with the CLC resulted in a fundamental and permanent shift in collegiate athletics branding. SME served over 110 Division1 schools during the contract period.UNITED STATES OLYMPIC COMMITTEE The USOC partnered with SME after the Salt Lake 2002 Winter Olympics to study the US Olympic Brand and develop a long term positioning, brand architecture and look and feel. Inspiring American Spirit became the single idea around which the brand wads built internally and externally.
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