Winner of the 2014 Event Marketer Gold Award for Best Activation of a Sports Sponsorship.


Advantage International is a Sponsorship and Brand Experiential Agency. We help clients build stronger brands and grow their business by delivering strategic and creative solutions to their marketing needs.

Our work is always led by market insights about consumer passions for sports, entertainment, lifestyle experiences and worthy causes.


  • Develop BIG strategic ideas.
  • Wrap them up in FRESH creative.
  • Deliver them with FLAWLESS execution.

We Are Advantage

Founded in 1983, Advantage International quickly became a leader in sports and entertainment content marketing. That leadership continued when the agency was rebranded as Octagon in 1999.

In 2011, the Interpublic Group (IPG) re-introduced Advantage International in response to a new need in the growing sponsorship marketplace. The new Advantage is built around the concept of combining BIG strategic capabilities with a passion for FRESH creative thinking and a fanatical commitment to FLAWLESS execution.

Executive Leadership

  • Tom Haidinger - President
  • Josh Ellovich - Vice President
  • Jaime Cabrera - VP, Executive Creative Director
  • Ann Bash - Vice President
  • Tom Haidinger - President
  • Josh Ellovich - Vice President
  • Jaime Cabrera - VP, Executive Creative Director
  • Ann Bash - Vice President

How We Roll

Our services include:

  • Sponsorship/Partnership Strategy & Negotiation
  • Full Service Creative
  • Experiential Design & Production
  • Media Production
  • Activation/Event Planning & Execution
  • Promotions and Sales Incentives

For case studies or consultation in any of these areas, please contact us.

Let’s Connect

To learn more about our services, our work or to discuss your specific needs, please contact us. We’d love to hear from you.

Careers |

Hyundai Show Your Loyalty – College Football Program


    Weave Hyundai into the fabric of America creating familiarity and an emotional connection with the brand, while leveraging Hyundai’s position as number one in customer loyalty.


  • Created a 360-degree sponsorship platform with 25 top college football programs
  • Designed and executed a mobile experience called The Hyundai Fieldhouse that served as a destination for loyal fans at top match-ups


  • 312 onsite activation days garnering 1.1 million impressions
  • 180,097 direct consumer interactions
  • 1.7 million social media impressions

LG Final Four Experience – NCAA Partnership


    Showcase how LG’s full product line truly helps basketball fans “Do Game Day Right”.


  • Utilize LG’s NCAA Bracket Town asset in a unique way from other NCAA sponsors
  • Create interactives across the whole product line that help the entire family from kids to parents. Establish an environment that encouraged participation and extended engagement
  • Utilize LG’s native technologies to showcase fan benefit


  • 11-minute average consumer engagement time
  • 55% year over year increase
  • Highest brand recall within Bracket Town of and NCAA sponsor
  • Overall product interactions increased 38% compared to last year
  • Social shares using LG phones and computer monitors increased 18% year over year

Hyundai Veloster Hangar – Red Bull Partnership


    Strengthen Hyundai’s brand perception and promote the Hyundai Veloster through a partnership with Red Bull at their signature Flugtag events.


  • Partnered with Red Bull to become the “Official Automotive Partner of Red Bull Flugtag”
  • The partnership included on-site benefits to ALL five (5) Flugtag locations as well as logo integration into all Red Bull communications and content
  • Created an on-site Veloster Hangar Flugtag, a social media photo-op experience allowing fans to interact with the Veloster through a virtual “launch” from the Flugtag ramp
  • Created on online web series that captured Hyundai’s journey to Flugtag.


  • A total of 1,670 unique photos were created on-site and shared socially generating over 400,000 social media impressions
  • Over 10% of participants opted in to be contacted by a dealer
  • Nearly 14% of respondent wanted like to continue dialogue with the Hyundai brand

LG College Football Platform – NCAA Partnership

    Help LG strengthen key regional retailer relationships through college property partnerships.


  • Identify priority markets within US
  • Align with elite collegiate properties providing LG the opportunity to “localize” overarching NCAA platform
  • Provide unique benefit at retail for LG’s customers
  • Pass-through school IP rights to key retailers for promotional use
  • Generate brand/partnership awareness


  • 18% Sales Lift Against Forecast
  • 5,237,890 Total Impressions
  • 23,098 Total Product Interactions
  • 16,723 Sweepstakes Entries
  • 561,989 Total Signage Impressions
  • 6,515,536 Total Media Impressions (Digital/Social)

Equus Perfect Drive – Premium Golf Experience


    Reach affluent car owners and introduce them to Hyundai’s Equus using their passion for golf as the common ground.


  • Created a luxury golf experience at top golf courses in 5 markets across the country
  • The Equus Perfect Drive featured a golf clinic from Hank Haney and his team, digitalswing analysis, a luxe giftbag and a street drive of the Equus


  • Our program touched 2414 targeted guests with an incredible 97% taking Equus test drives
  • 95% of guests surveyed at the event said their opinion of Hyundai had improved and 91% said they were likely to purchase a Hyundai

Tata Consultancy Services – NYC Marathon Sponsorship


    Make a bold, global brand statement as a leader in the business consulting sector by aligning with a globally recognized leader in sports – the New York Road Runners and New York City Marathon.


  • Competitive negotiation against established global consumer brands required partnership vision based on value delivery
  • Advantage positioned TCS as the only partner to help NYRR become the most technologically advanced marathon in the world
  • Deal structure included support for Innovation, Community, Youth and Business Development


    TCS announced as the Premier Sponsor of New York Road Runners and Title Sponsor of the TCS New York City Marathon beginning in 2014.

Click arrows to tour our capabilities.