Gregory W. Goldring

In order to capture F1’s growing audience and expand it even further, Red Bull Racing Honda is creating a third episode of the content series ‘Road Trip USA’

Previous iterations followed the team as they drove the Vegas strip, Miami’s South Beach and even the Bay and Golden Gate Bridges in San Francisco. The success of the series spawned additional episodes in South Africa, Italy, Holland, the Czech Republic and Slovakia.

The main episodes of the series have amassed over 25 million views on YouTube (not including all the supporting social shoulder content) and have earned extensive placements on mainstream media networks including F1 live broadcasts.

In the height of Covid during the Winter of 2020-2021, Red Bull took a stance to bring the eager New York City skate & music community back together for the first time!

We created the beginning of a new event series called Red Bull Skate NYC Stages that took over the long empty Knockdown Center in Queens that had been open for over 100 consecutive years.

This project supported NYIVA and the Save Our Stages Campaign to support local venues + artists that have been impacted by the COVID-19 closures.

When P&G became a USOC Sponsor (officially announced September 1, ‘09), only 5 months prior to the kick off of the Olympics, PRE was tasked with creating the model for a multi-product marketing, Olympic Scale program which would become the standard for all P&G Ambassadors. We also signed high profile talent to lead ATL + BTL advertising campaigns highlighting brands to be hero'd during the Olympics.

For the 2012 London Olympics, I led Procter & Gamble's strategy for Athlete procurement and activation in over 30 countries, securing more than 150 Athletes. The programs ranged from featuring Michael Phelps in a Head & Shoulders commercial to coordinating 13 Athletes, each from their own country to one multi day shoot for Ariel/Tide, to a series of appearances and events taking place throughout the Olympics at the P&G Family Home. 

P&G Press Release Highlights: Procter & Gamble, a Worldwide Olympic Partner, today introduced the lineup of more than 150 athletes the company and its brands are sponsoring at the London 2012 Olympic and Paralympic Games.

The team of international athletes represents P&G and 34 leadership brands including Pampers®, Tide®/Ariel®, Pantene®, Head & Shoulders®, Duracell® and Gillette®. The team has been selected from 48 countries and includes approximately 70 men and more than 80 women.

These athletes will also serve as ambassadors for P&G brands. They will be featured in advertising and retail programs in more than four million stores around the world. Examples of P&G brand campaigns include:

Gillette – “A Great Start Every Day” campaign featuring Swiss tennis player Roger Federer, British cyclist Sir Chris Hoy, Chinese Badminton player Lin Dan, Brazilian swimmer Felipe Franca, and American swimmer Ryan Lochte

Ariel & Tide – “Proud Keeper of Your Country’s Colours” campaign featuring Turkish runner Nevin Yanit and Mexican pentathlete Oscar Soto

Pampers – “Celebrating Babies' Unique Spirit of Play” campaign featuring U.S. beach volleyball player Kerri Walsh Jennings and British marathoner Paula Radcliffe

Pantene – “Keep Shining” campaign featuring Argentine tennis player Gisela Dulko, Mexican diver Paola Espinosa, and American swimmer Natalie Coughlin

Head & Shoulders – “Wash in Confidence” featuring American swimmer Michael Phelps and French handball player Nikola Karabatic

Lead P&G's Sochi 2014 Athlete strategy and development for the Thank You, Mom campaign. This was brought to life through P&G’s iconic brands whose inspiring campaigns focus around the women and men that make up the U.S. P&G family of athletes.  Through the Raising an Olympian series we signed athletes for P&G pay homage to moms of athletes from across the globe, bringing to life the daily lessons all moms teach. From their kid’s first steps to their first failures, the series highlights the unconditional love moms give their kids no matter what.

Our role was heavily reliant on liaising with P&G’s global agencies to ensure all Athlete rights/services needed are covered in a tailored Agreement for each program.

Lead a team acting as a singular “voice” on the P&G contractual process to ensure consistency on a global level.

Commercial featuring 24 Olympic athletes from 22 different countries around the globe.  PRE was assigned to find athletes that are up and coming in the Olympic space that would also represent the Coca-Cola brand at the highest level.

Client: Coca-Cola International

Agencies: Ogilvy, The David Agency, Extreme Reach & Platinum Rye

Spot: https://www.youtube.com/watch?v=8PsJUUTQjF4

Lead processes for Athlete strategy, negotiation and activation to develop an integrated marketing campaign telling the story of top Athletes who have overcome obstacles and prejudices.

P&G has taken inspiration from athletes whose athletic journey and personal stories closely reflect the campaign:

Michelle Kwan, USA – 1998 & 2002 Olympian, two time Olympic medalloist whose family went through economic hardships in supporting her Olympic Games dreams

Zahra Lari, UAE – Three time national champion, first Emirati figure skater to compete internationally

Mathilde Petitjean, Togo – 2014 Olympian, first Olympic cross-country skier representing a West African country

Carina Vogt, Germany – 2014 Olympian, first Olympic women’s ski jumping gold medallist

“The ‘Love Over Bias’ film reminded me so much of the journey my mum and I shared on my path to reaching the Olympic Games. My mum’s unconditional love and support were critical to helping me rise above any judgements I may have faced from others. We didn’t have all the resources that some of my competitors had, but we made the most of our opportunities and got through it together,” says Michelle Kwan.

Platinum Rye was tasked to contract  well-known Mexican athletes for Miller Lite’s “Champion” commercial.  Two commercials were released each starring a champion – Oswaldo Sanchez (former goalkeeper) and Juan Marquez (multi-title boxer).

https://www.ispot.tv/ad/ASdD/miller-lite-rivalidad-con-oswaldo-snchez-y-cobi-jones-spanish

Platinum Rye Entertainment was brought in to create a smash Super Bowl campaign with top thought leadership featuring Athletes, Celebrities and Musicians. 

Featured Talent: Serena Williams, Abby Wambach, Tony Hawk, T-Pain, Randy Johnson & Harvey Keitel.

Agencies: BSSP, Platinum Rye

BMW-owned (BMW-HM) MINI Cooper is challenging hurtful labels with its new commercial that will air during the Super Bowl.

The ad campaign, created with Butler, Shine, Stern & Partners, is called “Defy Labels” and features a myriad of famous athletes and other celebrities, including tennis star Serena Williams and recently retired soccer play Abby Wambach, who have had to overcome negative labels.

In the ad, the MINI is called a “chick car,” “gay car,” and “short man’s car,” among other things, but it encourages viewers to dismiss what other people say and define it for themselves. It’s all about not letting others define you, or for that matter, what you choose to drive. It’s about never giving others that power over you.

While the Denver Broncos and Carolina Panthers competed for Super Bowl 50 glory on the field, brands fought for the hearts and minds of consumers off of it. For Tide, the objective was clear – hero Tide Pods and communicate the brand’s “Small But Powerful” message on sports’ biggest stage. The question then became, without a Super Bowl spot, how could we effectively communicate the message in a way that would break through the clutter, reach the masses and inspire action? One fact was clear from the start: the Super Bowl is the best moment-in-time to reach a massive and engaged audience on social. For Super Bowl 50, 65 million people posted related content while Twitter hosted more than 28 million posts

To elevate Tide’s ‘Small But Powerful’ campaign, Platinum Rye contracted 9 underestimated athletes to speak of how they overcame adversity to excel in their sport.     

Athletes included:  Daniel Bryan, Mia Hamm, Becky Hammond, Steve Nash, Danica Patrick, Emmanuel Sanders, Jonathan Stewart, David Villa, and Hines Ward.

Agencies: Taylor Strategy, Platinum Rye

Platinum Rye Entertainment signed all major Broadcasters, Celebrities and Athletes in the spot and negotiated all deals with the influencer support network.

http://adage.com/article/video/anatomy-ad-stain/307860/

Visa Checkout in conjunction with Under Armour were creating a campaign that featured a well-known female athlete.  Platinum Rye took on the task of signing a female athlete who was also already with Under Armour.

Clients Include: Fossil, Armor All, P&G (Old Spice), DPSG, Burger King, Luxe Brands, Stride Gum, Virgin