Paddy Power’s PR boss discusses its Huddersfield Town sponsorship, including the Twitter storm it caused following the launch of a controversial branded sash on the kit and how it was all part of a wider campaign calling time on football shirt sponsorships.
Mobile gaming has crossed over into mainstream entertainment, but brands still seem reluctant to explore the burgeoning opportunities.
As the roll-out of 5G promises to amplify the experience of mobile gameplay, brands are discovering inventive new ways to find fame through gaming.
Rather than fighting against it, brands can use social and the power of crowds as a testing ground for new ideas.
Brands are increasingly thinking outside the box with fresh ideas to bring teams together, but will a new focus on cross-functional innovation within these teams lead to a better response to consumer needs?
From co-creation and cultivation of a social community for ideas, to empowering an entire business to work on new product development, brands need to open up if they want to stay ahead of the innovation curve.
Brands should focus on the technical ability of female athletes and tap into the power of male allies to promote a ‘one game’ philosophy.
If brands are serious about closing the gender gap in sport they should start by challenging the cultural barriers at a grassroots level.
An unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
Brands can drive growth momentum by being ‘meaningfully different’, but very few should expect to grow market share immediately, according to new research from Kantar.
The world’s largest consumer brands are sharpening their portfolios, culling unprofitable ranges to free up investment for experimentation and to capitalise on the latest trends.
Led by marketer Rachel Eyre, the Future Brands team is looking to bring the best challenger brands into Sainsbury’s and solidify the supermarket’s reputation for innovation in the process.
The recipient of 94 Cannes Lions in four years, Burger King global CMO Fernando Machado is “100% focused on the idea”, as long as it links back to the brand and business strategy.
The School of Marketing is asking marketers to commit to open-up their hiring processes to fresh talent from diverse backgrounds.
Digital channels are often looked upon as a world of metrics and short-term thinking, but there are opportunities for brands to be creative if activity is underpinned by branding basics.
This summer’s biggest show on TV may give brands unprecedented access to the millennial market, but with concerns around mental health support and a lack of body diversity, is the risk as high as the ratings?