Since its 2008 takeover by Abu Dhabi investors, Manchester City has established itself not only as one of English football’s most successful clubs but also its most exciting brand, forming a unique ‘family of clubs’ to reach new fans around the world.
Manchester City FC’s Abu Dhabi owners have invested in three other football clubs worldwide, expanding the core brand’s reach while creating a halo effect for the rest, says the commercial head of the group’s marketing operation Omar Berrada.
Manchester City FC is aiming to coordinate marketing activities and data sharing across its growing ‘family’ of sister clubs around the world by signing a major new technology deal with cloud software provider SAP.
Marketing and creative teams shouldn’t be ‘task takers’, but strategic business partners. Here’s how brands can optimise their effectiveness.
Brands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
The two key consumer confidence measures for marketers of purchase intent and consumers’ view on their personal financial situation over the coming year remain in negative territory even as confidence ticks up slightly.
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.