Santander took over sponsorship of the London Cycle Hire scheme last summer and claims it is already seeing a boost to brand metrics, with the deal helping the brand better engage customers and help them get ‘under the skin’ of the brand.
Transport for London (TfL) and Santander have today announced a £43.75m seven-year partnership to refresh London’s Cycle Hire scheme, with Santander Cycles set to grace the capital’s streets from April onwards.
You can miss the big moments in marketing. They usually don’t come with a fanfare or neon lighting and often they can be so underwhelming that it’s only much later you grasp their enormous significance.
Evidence suggests marketing departments are not just staffed by trained marketers, with data analysts, IT programmers and business strategists becoming essential components of the team and brands actively seeking candidates with varied skill-sets.
Coca-Cola’s ditching of its chief marketing officer role for a chief growth officer is a clear warning to CMOs: stand for growth, or lose it all. Thomas Barta, co-author of ‘The 12 Powers of a Marketing Leader’, explains.