Brands are too “lazy” when it comes to marketing to women through sport but marketers that have worked for Coca-Cola, Under Armour and Heineken say there are plentiful opportunities for better storytelling and grassroots community work if marketers can ignite a conversation.
As Under Armour grows its wearables and sports hardware business it expects to turn the heads of the likes of Apple, with North America’s second biggest sports brand predicting a $10bn valuation by 2020.
BESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswy Having kicked off its nationwide Earn Your Armour rugby campaign today (September 7th) with a float on the River Thames, Under Armour’s head of marketing for EMEA Christopher Carroll says the brand is trying to align itself with athletes that are underdogs in order to combat the “samey” nature of sports sponsorship.
From the digital after-life to the growth of synthetic media, futurist Tracey Follows sets out the key trends that will shape the marketing industry over the next five years.
The School of Marketing is launching Mentoring Gen Z, which aims to connect young people with marketing leaders from brands including Boots and Direct Line in a bid to avert the “ticking timebomb” of youth unemployment.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.