April 29, 2008 19:39 ET

TBA Global Wins 2 EX Awards for Innovative B2B and B2C Events

Panel of Brand Marketers Select McDonald's® Live and Wal-Mart Shareholders Meeting as Top Event Marketing Programs

LOS ANGELES, CA--(Marketwire - April 29, 2008) - Connective marketing and communications leader TBA Global was awarded two Ex Awards for outstanding B2B and B2C experiential marketing programs at the 2008 Ex Awards gala ceremony, held April 21st in Chicago. Event Marketer magazine's sixth annual Ex Awards is the top award for event marketing as it is the only award judged entirely by brand marketers. Judges selected campaigns that showed clear strategic thinking, innovation and effectiveness, and that succeeded in "reaching out and 'touching' the hearts and minds of the target audience."

"We are thrilled to have our work recognized in both B2B and B2C categories," said Lee Rubenstein, President and COO of TBA Global. "McDonald's and Wal-Mart are visionary companies and our teams worked diligently to bring their brands to life through live experiences that delivered long-term results."

Winner - Best Multi-Venue Event (Consumer) category: McDonald's® Live

For McDonald's, TBA Global created McDonald's Live (, a successful integrated marketing and communications platform that made relevant connections with a Young Adult audience and delivered big results. The multi-faceted music campaign utilized 10 live events in key McDonald's markets to create content that was deployed over multiple channels.

"McDonald's Live did a great job connecting with young adults through proprietary brand produced content," said Douglas Freeland, Director of Marketing, McDonald's USA. "It was a fun experience and TBA Global did an outstanding job."

Winner - Best Production of an Event (B-to-B Event): Wal-Mart Shareholder's Meeting

Wal-Mart challenged TBA Global to bring its message to life for an audience of 16,000 at its Annual Associate and Shareholders Meetings near the company's headquarters in Bentonville, Arkansas. TBA Global had 7 weeks -- from contract to show date -- to conceive, produce, and successfully stage what became the most successful Shareholder's Meeting in Wal-Mart history. The program achieved significant results with each key audience including shareholders, associates, media, and executives.

"This is one of the biggest productions of its kind and TBA Global pulled it off without a hitch," said Mark Henneberger, Wal-Mart's VP of Shows and Events. "The most amazing part is that they delivered the entire project, from concept to completion, in just over seven weeks."


Founded in 1994, TBA Global ( is a privately-held company that creates nontraditional marketing and communications programs for high-profile corporations, non-profit organizations, and associations worldwide. TBA's award-winning teams create, produce and execute unique and compelling programs that grow clients' business by creating, connecting, and optimizing their marketing and communications investments to key internal and external audiences. TBA is ranked #21 in the top 100 U.S. marketing organizations and earned a #6 ranking among the Top 50 Sales Promotion Agencies by Advertising Age magazine (April 30, 2007). TBA is headquartered in Los Angeles, California with multiple offices in the United States and Canada.

McDonald's is the registered trademark of McDonald's Corporation and its affiliates, used with permission.

Contact Information

  • Contact:
    Alison Jenks
    VP Marketing, TBA Global