Ever wonder how McDonald’s came up with its famous “I’m Lovin’ It” tagline? Brandon Snow knows all about it — in fact, he worked for the German advertising agency Heye & Partner when it pitched the winning slogan years ago. 

With an impressive career that took him to live in Poland, Germany and China, Brandon has worked for not only Heye & Partner, but also the NBA as a senior marketing leader. Now, Brandon works as head of Activision Blizzard Esports — where he leads the effort to leverage the company’s popular video games such as Overwatch and Call of Duty to create city-based global franchise esports leagues.

On this episode of Go to Market Grit, Joubin and Brandon talk about the importance of creativity and charisma in the advertising industry, Brandon’s experience working for the NBA in China, and Activision Blizzard’s vision to build “generational fandom” around its esports leagues over time.

In this episode, we cover:

• 'I'm lovin' it': Brandon's experience of working at marketing firm Heye & Partner as it first pitched McDonald's now-famous worldwide tagline. (3:03)
• Why Brandon left the NBA to transition from marketing to sales — and his eventual return to the NBA to work in sales. (7:02)
• 'Managing an orchestra': The incredibly long hours spent working on pitches as head of new business of an advertising agency — and the chances a pitch will succeed. (10:55)
• The importance of creativity and charisma in the advertising business — and how sports sponsorship has evolved over time. (13:50)
• Brandon's experience working for the NBA in Beijing, China — and the importance of embracing how different cultures conduct business. (18:38)
• China, Hong Kong, and the NBA: The politics of running a global business. (24:04)
• How Activision Blizzard is creating professional, NFL-like global esports leagues with its existing video game IPs. (28:01)
• Activision Blizzard's vision to build 'generational fandom' in its professional, global, and city-based esports leagues over time. (35:06)
• Ticket sales, sponsors, and digital goods: The revenue models behind the 'Overwatch' and 'Call of Duty' esports leagues. (39:55)
• Activision Blizzard's franchise model for esports leagues — and why the esports industry must mature past sponsorship as its main revenue source. (43:16)
• What other entertainment industries can learn from the video games business — and why Activision Blizzard continues to invest in its already popular video game franchises. (49:17)
• What the word grit means to Brandon. (53:53)

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  • Email: gtmg@kleinerperkins.com 
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