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.
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Paralympics 2016: Sponsors’ ‘sporadic’ efforts fail to engage
Thomas HobbsDespite 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.
Olympics 2016: Team GB on doping and building a modern British brand through partnership marketing
Charlotte RogersTeam GB is turning the traditional sponsorship model on its head, instead forging collaborative brand partnerships, says head of marketing Leah Davis.
‘Being an Olympic sponsor is a disadvantage’ says former Coca-Cola UK marketing boss
Leonie RoderickOutgoing 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.
Marketers on how to build an ‘influence bank’
Matthew ValentineIn the second of our new series on what makes a great marketing organisation, marketers share their tips on how to build a bank of influence in business and why learning the language of finance is a fix for impostor syndrome.
Business outcomes and memories not clicks: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.
How one pub chain has ‘evolved’ its brands to win over young people post-pandemic
Niamh CarrollMitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.
Robinsons and Wimbledon end partnership after 86 years
Niamh CarrollThe “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.