The sponsorship model is broken – here’s how to fix it
Brands need to do something surprising and different as part of their sponsorship strategy otherwise competitors will always know what to expect.
Brands need to do something surprising and different as part of their sponsorship strategy otherwise competitors will always know what to expect.
Despite standout campaigns from Samsung and Nissan, many sponsors struggled to create any significant level of discussion around the Rio Paralympics, with one expert questioning their commitment to the event.
Team GB is turning the traditional sponsorship model on its head, instead forging collaborative brand partnerships, says head of marketing Leah Davis.
Outgoing Coca-Cola GB marketing director Bobby Brittain has admitted being an Olympic sponsor isn’t an easy ride despite the brand’s strong performance at the recent Rio Games.
People’s view of their personal finances improves in April but hides a general flatness to consumer confidence that is taken a while to shift.
The rules of content marketing are evolving faster than ever – here’s why.
Unilever is aiming to grow its brands through innovation that “scale and build categories”, rather than simply delivering “new news”.
Sainsbury’s reported higher than expected profit growth and increased optimism for its Nectar loyalty proposition, which it says is strengthening its retail media offer.