Aflac CMO Garth Knutson, in an interview with SBJ, addressed the move of its activation dollars from the Men’s Final Four to the Women’s Final Four this season in Dallas: “Like a lot of sponsors who over-activate at the Men’s Final Four or they spend all of their activation at the Men’s Final Four, we’re part of that group. But there has been a lot of attention placed on the disparity between the men’s and women’s Final Four. In our first two years, we didn’t do anything about it. We activated on the ground at the men’s event, like most sponsors did. So, we decided that we were going to do everything we could do to change that. We struck a long-term deal with Coach Staley and we’ll continue to look for opportunities like that.” The March Madness campaign was created by Dagger, the Atlanta-based creative agency and supported by PR firm Allison+Partners, Atlanta marketing agency Melt and Spark Foundry. Knutson also gave credit to Daryl Cobbin, managing partner at Atlanta-based Brand Positioning Doctors, which identified talent and brand ambassadors for the March Madness campaign.
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