Nancy Becker and Pam Derderian are pioneers of niche and LGBT marketing. As life and business partners, thirty years ago, they married their interests in sports and entertainment marketing into the specialized boutique agency "15 Minutes" Inc. From the beginning, they represented top brands and celebrities as well as independent artists and small businesses. They handled sports bars, performing artists, music and film festivals as well as such sports legends as Martina Navratilova. The P. Girl Projects division was created to helm production of branded content for their hybrid philanthropic and cross promotional ventures. PlanIt Greener was created to support environmental and sustainability efforts.
"15 Minutes" CEO Pam Derderian managed corporate and philanthropic initiatives with Navratilova at the height of her career, and together with Nancy and Martina, co-founded the VISA Rainbow Card to benefit LGBT causes. They managed unprecedented national sponsorship, grass roots and event marketing initiatives for the credit card program and its sponsors: Subaru of America; CitiBank; Visa USA; British Airways; Orbitz and MBNA. As a result, the non-profit affiliate contributed millions of dollars towards LGBT causes.
In 2009, "15 Minutes" began assisting famed swimmer Diana Nyad in her quest to swim from Cuba to Florida and in 2013, she successfully completed her Xtreme Dream. They managed corporate America’s insatiable demand for her inspirational talks and represented her philanthropic goals, such as a 48-hour swim in Herald Square supporting Hurricane Sandy Relief. “15 Minutes” promoted Nyad’s 2019 Liberty Walk from Philadelphia to Washington D.C., an EPIC by EverWalk, a national walking initiative developed by Nyad and Bonnie Stoll.
They launched Subaru into LGBT marketing by integrating the brand into the first two seasons of the groundbreaking HBO TV series “The L Word” and signed Martina to a newsworthy endorsement deal. The progressive automotive company remains a loyal supporter of LGBT causes. Hyundai engaged the team to consult on it's four-year NFL sponsorship.
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