Octagon to launch CRM arm

Octagon Marketing, the sports and events marketing group, is to launch a cause-related marketing service.

The company, which has a global network of offices, says the initiative will form part of the company’s consulting division within Octagon Marketing.

Marjorie Thompson will jointly head the venture with Jill Anderson. They were both poached from Cause Connection, formerly part of Saatchi & Saatchi.

Several clients, including Procter & Gamble, have followed the pair to Octagon, where they will develop national and global programmes for corporate clients, as well as athletes, including popular tennis player Anna Kournikova, and the events they represent.

Octagon president and chief executive Alasdair Ritchie says: “With the addition of the new team we can now offer our clients another dimension to their brand-building programmes.”

Thompson is co-author of Brand Spirit: How Cause Related Marketing Builds Brands. She was previously head of communications for the Commission for Racial Equality.

In November 1999 Octagon launched a research tool, The Sponsorship Effect, claiming it was the first research tool to accurately measure the complete effectiveness of sponsorship.

Octagon will quantify the results in conjunction with Millward Brown and Sponsorship Science (SSI).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here