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"You don't build back trust with a one-game performance, even if it's the Super Bowl," said Bill Glenn, senior vice president of the Dallas-based sports-business firm The Marketing Arm. "I'd be surprised if there's a long line outside his agent's office even if he wins MVP."
Using social media tools such as Twitter and showing a more "approachable" side to fans and to traditional media will help, said Bill Glenn, a senior vice president with New York marketing firm Millsport.