As the Olympics draw to a close, marketers are checking the results tables wondering how to cash in on the popularity of certain sports and athletes. So which athletes will be feted with sponsorship deals? I have already mentioned the photogenic American skier Lyndsey Vonn and the 19-year-old South Korean figure skater Kim Yu-Na, but others tipped for the top by both marketing and sports experts include:
It is obvious that the trend for using celebrities to endorse products to the masses isn’t going to go away (MW 4 February).
Your leader (MW February 18) about how Conservative leaders say they will slash the Government’s advertising budget, inaccurately attributes the healthy living campaign, Change4Life, to the Central Office of Information (COI), when it is a Department of Health initiative in support of the broader policy agenda on obesity.
“Email is cheap” is a concept that should carry the proviso “but good email is not”. The work involved in creating multiple messages, testing effectiveness, planning and executing landing path strategies is often grossly underestimated, leading tofuzzy targeting and poor results.
It’s interesting to hear that more charities are coming round to the realisation that they must demonstrate a return on investment (MW 11 February), but the charity sector needs to target the types of activity they use more tightly to maximise donations.
CNBC, the business and financial news channel, has signed a deal with Freesat to launch on the free-to-air digital satellite network.
Havas Sports & Entertainment UK is creating a sampling and promotions division, with support from the network’s experiential specialists, Cake.