Paul Smith
President & CEO
Peter Barrow
Non Executive Chairman
Lynne Anderson
Managing Director
Australia & New-Zealand
James Scholefield
President
Repucom International Asia
Danny Townsend
President
Repucom International Europe
BACKGROUND
Repucom is a full service brand analysis and research agency, set up in 2004 as an extension of the successful sponsorship and brand activation company — Total Sport & Entertainment (TSE), part of the Communicom Group of companies.
TSE was founded in 1994 by Communicom Group Managing Director Paul Smith to assist brands in maximising and better understanding their activities in the sports sponsorship market. After years of leveraging and servicing brand clients, Smith identified an inherent lack of quality information on evaluating, benchmarking and comparing the relative success of client’s sponsorship efforts.
A New Paradigm
Repucom was founded after discovering a digital technology that could finally analyse brand exposure in television broadcast in an accurate, consistent and verifiable manner. This was a major leap in accountability from the manual stopwatch driven reports which typify the data from traditional providers occupying the market. Traditionally the market has depended on ‘people power’ to capture and record brand images — a notoriously time consuming, inaccurate and non-repeatable process. For the first time it was possible to measure on-screen branding and logos more accurately and consistently.
Utilising unique image recognition software based on more than 15 years of leading edge scientific studies, Repucom Brand Analysis was launched into the Australian market and is now used by over 258 brands, rights holders, media buyers and television broadcasters throughout the world. In 2005, Repucom began operations in Asia servicing clients from the Asia Pacific hub of Singapore. Repucom has since opened operations in the United States, United Kingdom, Japan, Korea, UAE, India and South Africa.
An Old Foe Becomes a New Partner
In early 2008, Repucom acquired S-COMM Australia – another prominent sponsorship research and evaluation company that has been operating in the Australia/New Zealand market since 2000. The merged entity has become known as Repucom International and is committed in its pursuits to rapidly expand its highly trained network, leading edge products and quality service on a global scale.
A HISTORY OF EXPERIENCED LEADERSHIP
Paul Smith is President and CEO of Repucom International.
Prior to establishing Repucom, Paul was Director of Marketing and Development at PGA of Australia between 1988 and 1994. In 1994, he founded Total Sport and Entertainment, specialists in sponsorship activation and management. Paul established Repucom in 2004 with the objective to provide an enhanced means of measurement in the emerging sports and entertainment market. Paul is also the majority shareholder of Repucom.
Working with a team of incredibly dedicated professionals, Paul has led Repucom from its formative stages in Australia to that of a global leader and influencer in the measurement and analysis of sports and entertainment media.
Paul is married, has two daughters, and lives in Connecticut where he heads up the US offices of Repucom.
Lynne Anderson is Managing Director of Repucom International – Australia & New Zealand.
Recognised as one of the leading analysts of sponsorship in Australia, Lynne Anderson is a founding director of S-COMM Australia and New Zealand. A pioneer of modern sponsorship evaluation techniques, Lynne has more than fifteen years specialist experience in helping companies, sports and sponsors achieve maximum impact for minimum spend. Lynne has a Bachelor of Commerce, majoring in Marketing.
Danny Townsend is currently President of Repucom International’s Asian operations headquartered in Singapore.
Danny has overseen the launch of Repucom Brand Analysis (RBA) in Australia and more recently the Asian business covering Pan-Asian operations from the Middle East across to North Asia. Danny has a degree in Sports Science from the University of New South Wales and an MBA majoring in International Marketing from Charles Sturt University. Prior to his joining Repucom in 2004, he was Sponsorship Manager at the Australian Jockey Club.
© 2006-2008 Repucom International