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.
Marketing effectiveness and CFO buy-in: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From celebrating marketing effectiveness to learning from Boots’ CFO about how to strengthen the tie between marketing and finance, it’s been a busy week. Here is my take.
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BT Sport: A small budget is an opportunity to think differently
Michaela JeffersonBT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
Almost half of marketers plan to recruit staff over the next three months
Michaela JeffersonPlans to expand staffing levels have now been recorded for three successive quarters, signalling progressively stronger conviction in employment growth expectations.
How Coca-Cola maintained ‘human-centric’ insight throughout the pandemic
Manny PhamCoca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.