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.
Brands need to do something surprising and different as part of their sponsorship strategy otherwise competitors will always know what to expect.
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.
Allwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
This week our marketing columnist asks and then answers the most annoying question of them all.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.