Little Brother in Big China. Daniel Postaer markets Phelps in the Far East.
January 13, 2009
Michael Phelps returns to China. Daniel Postaer (far right) helps him swim through the adoring crowd.
Many of you know my father and brother from this business: Dad (Larry), co-founder/Chief Creative Director of Rubin Postaer & Associates (RPA) and Jeremy, of Goodby Silverstein, GSDM and, most recently, JWT in New York.
But I have another brother, Daniel (30), who is also leaving a footprint on our beloved industry, albeit a more unusual one. Daniel Postaer is an executive for DMG in China. With an emphasis on sports marketing, Daniel puts together monster deals featuring super star athletes and mega-wattage brands. Stars like Kobe Bryant and Yao Ming. Global clients like Nike and Under Armor.
His latest pairing features none other than eight-time Olympic Gold medalist, Michael Phelps and, of all things, Mazda. What does swimming prowess have to do with driving cars? “They’re winners,” Daniel told me. “And that’s all that matters in China.”
Not only did Daniel help put this deal together, he also served as chaperone of sorts for Mr. Phelps. As you can see from the above photo, this lead to some crazy days and even wilder nights.
Half Chinese himself, and a formidable basket ball player in high school, Daniel makes a perfect liaison for these often culturally naïve athletes and their adoring foreign public.
Pretty cool, if not evolutionary, that Daniel is, by turns, a planner, creative director, account executive and tour guide! Indicative of how fast-paced China is, especially when it comes to marketing. With hybrid talent like my brother, DMG competes very well against the big holding companies. Very well.
Last year I got to visit Daniel in Shanghai. On a Sunday, while showing me around, he received a text from his boss: Get on the next plane to Beijing! Something about a presentation that night. And that was that. Off he went, leaving me to the cricket mongers and DVD pirates.
Earlier that day, he’d taken me to his office. He’d told me folks there worked 24/7, often sleeping on the floor. I thought he was acting tough for his big brother. I thought wrong. DMG headquarters was like the DMV, even though it was Sunday. In one hallway, I counted five sleeping bags, two of them occupied.
Funny. Here we debate work environments and what constitutes a creative atmosphere. In China they sleep on the floor, if they sleep at all.
Needless to say, I’m very proud of my little brother. He has a cool job, yes. But to some extent he created it himself. And Lord knows he works at it. If you want to read more about his escapade with a world record holder, click on the link below.