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Bob Geldof's New Event Gig

August 9, 2001, 12:00 AM EDT

Bob Geldof has gone from rock 'n roller to event marketer, taking his experience organizing the Live Aid concerts in 1985 and offering it to corporate clients. His new company, London-based Ten Alps Communications, will focus on event marketing, according to The Wall Street Journal. Advertising columnist Alessandra Galloni writes that event marketing is gaining favor: “As the economic downturn forces companies to look for less-expensive and more-efficient ways to promote their products, advertising via sponsorship, direct mail, Internet games and other marketing techniques is becoming more attractive.” And Geldof is poised to take the notoriety he gained when the Live Aid events in London and Philadelphia were watched by two billion TV viewers and raised $100 million for Ethiopian famine relief. “When you are doing a high-profile media event, the stakes are really high,” Geldof says. “So if you get it right, you gain a lot of credibility.”

Posted 08.09.01

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