KALAMAZOO ? InStadium, a Chicago sports marketing company that posts ads for its clients in restrooms at major stadiums across the country, has landed Peter Schweitzer as chairman of the board after a successful career spanning three decades with ad agency J. Walter Thompson. TGap Ventures, a Kalamazoo Venture Capital company, has invested in InStadium.
Schweitzer, 66, is J. Walter Thompson?s former president and CEO. He was based in Detroit, primarily to serve one of the agency?s biggest clients, Ford Motor Company. The Grosse Pointe resident will help shape the direction of InStadium, which markets advertising in the restrooms of eight National Football League and 22 for Major League Baseball stadiums, including the Detroit Tigers’ Comerica Park.
InStadium, founded in 2003, posts ads for its 200 plus clients in metal frames strategically placed above urinals, where men are focused for anywhere from a few seconds to a minute, depending upon the amount of beer they have consumed.
TGap Principal Peter Farner, who sits on the InStadium board, said the marketing company also hired a former vice president of sales for Intersport, the nation?s leaders in corporate hospitality and event marketing, to head sales for InStadium.
?Business goes up dramatically during the summer due to baseball,? he said. ?We?re generating a lot more business. We?ve also hired a half dozen sales people across the country since March.?
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