Wells Fargo tapped Wasserman to develop a sponsorship program aligning with the Tournament of Roses’ 2019 theme “Melody of Life.” We created a comprehensive approach with narrative of “Inspired by Life.” The program encompassed an emerging musician series, telling their story through content and live concerts, and a televised integration with the Parade of Roses on New Year’s Day. Additionally, we crafted a narrative around Wells Fargo’s charitable actions in the community supporting Inner City Arts and adding a surprise parade ride for a Wells Fargo employee. It was a successful program driving impressions and highlighting the positive influence the brand is having in the local Southern California community.