The United States Open tennis tournament, which got under way this week, appears to be aptly named - the blue-chip sponsors for 2005 are more open than ever to trying nontraditional methods to reach
consumers. The marketers, which include American Express, Canon and I.B.M., are broadening their multimillion-dollar pitches beyond a longtime reliance on tried-and-true tactics like television
commercials and print advertisements.
Read the whole story at New York Times, September 2, 2005 »