Sports Marketing Experts | Agency Leadership

Agency Leadership

Millsport's senior executives are readily available for commentary, insight, and analysis on a wide-range of sports marketing, sports business, and sponsorship topics. To arrange an interview, members of the media should contact Chris Anderson at (214) 259-3290.

Andrew Robinson

Senior Vice President

Andrew Robinson joined Millsport in 1998 to manage the agency’s support of GTE and American Airlines. He now serves as a senior vice president in the Dallas office and manages several client teams, including Frito-Lay, Wal-Mart and Wells Fargo. In 2007, Andrew joined Trina Roffino, Amy Erschen, Ben Day and Leslie Berryman in helping oversee the transition of Millsport’s sports and cause marketing role at Frito-Lay to serve as the company’s full-service promotional agency under The Marketing Arm banner.

Prior to joining Millsport, Andrew served as the City of Dallas Director of Special Events & Sports Marketing for seven years.

Beginning in 1987, he served as the director of special events for the Maryland Racing Association and executive director of the Preakness Celebration, Inc., a non-profit corporation established by then Maryland Governor William Donald Schaefer to create, produce and manage an annual 10-day, statewide festival of special events.

Andrew is a graduate of the University of California at Berkeley with a Bachelor of Arts in English. He is married to the former Kelly Davies and has three sons: Andrew, Matthew and Ryan.

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Featured Case Studies

Lay's Get Your Smile On

Objective
Lay’s® potato chips was seeking a program that would increase purchase frequency for its single-serve bags (1.5 oz.) in cafeterias, food service locations, quick-service restaurants and vending locations during the fourth quarter of 2006. The overall brand objective was to increase loyalty to Lay’s chips and perpetuate the tagline of “Get Your Smile On”.

At the same time, Lay’s wanted to connect the dots between its goals and Frito-Lay’s National Football League sponsorship to leverage the most powerful property in sports. Frito Lay has official salty snack status with the NFL and can extend that designation to any of its brands.

As with most Frito Lay programs, success would be measured by overall sales versus the previous year through the food service, vending and QSR channels. Web site entries and hits on Lays.com would also be important bellwethers.

Target consumers were both males 18-24 who over-index in food service channels and gatekeeper moms. In addition to reaching consumers, Lay’s hoped to engage its field sales representatives and key accounts such as deli store franchisees, cafeteria operators (Sodexho Marriott) and vending operators.

Read Millsport's Solution