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Mark Ritson

The three stooges of marketing theory

Mark Ritson

For every time I encounter a marketer with awesome insights, distinctive positioning, the right brand architecture and disruptive execution, I have to struggle through multiple inane, flabby marketing presentations. In particular, I’d like to emphasise three approaches that seem to crop up with frightening consistency and which immediately signal that a marketing plan is crap […]

Coca Cola

Sponsors eye 2012 legacies

Seb Joseph

The London 2012 Games is expected to provide a short-term fillip to sponsors’ coffers, but for many brands being officially tied to the event offers a chance to drive meaningful and lasting change across their businesses.