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The New Mexico Private 100 began in 1988 as a promotion. I was there as an employee of the old Sunwest Bank and served as media coordinator. Sunwest was a sponsor.
The Private 100 is a list of the largest privately held New Mexico-based companies (sort of), a rah-rah publication (an issue of the Albuquerque Journal’s Business Outlook) and a recent celebratory lunch with a motivational speaker. Three sponsors bought full-page ads — an accountancy, Moss Adams LLP; a law firm, Modrall Sperling and Bank of America.
While celebrating and honoring are the official descriptions, the Private 100 has to remain a promotion, however laid back, discrete, perhaps even subtle. Buying lunch for 150, or so would be wasteful without some return. The sponsors’ idea was to corral leaders of large private companies around the lunch table, tell them they are cool and talk to them. In time the hope is that conversations will turn into business for the sponsors.
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