Ali. Ali. Ali?
Marshall, Michigan – BluFish Consulting lands in the ring
with Muhammad Ali Enterprises. In mid April the agency was awarded the “the
greatest of all time” client, Muhammad Ali. The search for a marketing partner
began in New York City and Ali’s home office in Michigan. “We were so
honored to even be considered as a creative source for the marketing and licensing
of Muhammad Ali,” said BluFish President, Bill Traver. The final round came
down to a New York agency and BluFish.
“I’ve admired Ali for many years and have had the opportunity to meet
him on a couple occasions. I’ve read his story – actually a couple books,
and was moved by his strength and compassion for helping others – especially
children. I began to see a side of Ali that I didn’t see while in the prime
of his boxing career. Through my relationship with another great advocate for children,
Starr Commonwealth, I had the opportunity to see a side of Ali that most may not
be aware of,” Bill Traver said.
CKX of New York City, owners of the licensing rights of Muhammad Ali as well as
Elvis Presley and American Idol, among others, charged Muhammad Ali Enterprises
LLC of Berrien Springs, with the search. The selection of a marketing agency involved
the final two agencies submitting proposed marketing and branding strategies along
with conceptual work that represented creative examples and thinking to launch an
awareness campaign.
“On Thursday evening while driving I received a call from Ron DiNicola, President
of Muhammad Ali Enterprises. I almost drove off the road when he told me of their
decision.” Traver, stated.
BluFish was immediately tasked with the creation of a print ad promoting the licensing
opportunities and supporting promotional literature and DVD that will premier at
the June International Licensing Trade Show to be held in New York City. In addition,
BluFish will provide marketing and branding for Muhammad Ali Enterprises. The “Ali”
name and likeness is considered one of the most sought after and well recognized.
Companies that have previously partnered with Ali have included Apple Computers,
Pizza Hut, General Motors, Adidas, IBM, Kodak, Fifth Third Bank and others. Out
target audience is not just corporate America, but companies around the globe.
The agency is drawing from a tremendous archive of images, footage and audio that
span the prime of Ali’s boxing career. Muhammad Ali’s name, image and
reputation are one of the most recognized and respected around the world. In addition
to achieving the status of earning world champion a record 3 times, Ali is known
for being an advocate for children, world peace, equality and philanthropy. Traver
went on to state, “Ali is a man of integrity and courage. We are thrilled
to be a part of the team.”
BluFish Brand Consulting LLC is a Marshall, Michigan brand imaging and marketing
firm, formed in 2000 to give small-to-mid-sized businesses access to top-level advertising
and public relations expertise. Founder, Bill Traver established Traver and Associates
of Battle Creek in 1980 and in 1993 acquired the office of Earle Palmer Brown (formerly
Lawler Ballard) in Kalamazoo. Traver has led the development of campaigns and promotions
for corporations such as Archway Cookies, Borgess Health Alliance, Binder Park Zoo,
Kellogg’s, First of America Bank, Community Hospitals of Indianapolis, Johnson
Controls, Monarch Community Bank, Cequent Group, Sonoco Products, Transamerica Insurance,
Starr Commonwealth, Oaklawn Hospital and others.