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.
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 the ‘perfect blend’ of internal talent and external expertise
Ellen HammettIn a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
Pernod Ricard on ’empowering’ its marketers to communicate on sustainability
Niamh CarrollGreenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Soft skills trump functional marketing expertise, study finds
Charlotte RogersLeadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Marketing recruitment intent slows as cost concerns put brands off
Molly InnesExclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.