Kings Gambit

Pomerantz, Dorothy
November 2008
Forbes Asia;11/10/2008, Vol. 4 Issue 19, p110
The article focuses on a marketing deal of Liberty Mutual Insurance Co. with the television network, National Broadcasting Co. Inc. (NBC), regarding sponsoring of the television program "Kings." It states that the plot of the show and the marketing message of its sponsor were developed in concert and will weave together. It mentions that the $5 million "Kings" sponsorship is part of a $90 million marketing campaign based on the high-minded theme of personal responsibility.


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