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.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.