Our trusty columnist has been away for the past 10 weeks teaching the Mini MBA in Marketing and Mini MBA in Brand Management to 3,000 marketers across more than 40 countries. With class over and fresh from winning the PPA Columnist of the Year award, he returns with his own take on the Ronaldo Coca-Cola incident.
Experiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Determined to amplify the voices of female athletes ahead of the Tokyo Games, yoghurt and desserts brand Müller sees the return of sport as central to creating a sense of “exciting normality” post-Covid.
Spanning chains from Ibis to Fairmont, the Accor hotel group is hoping to capitalise on pent-up demand for leisure travel with a global campaign and wider shift to everyday relevance for its 68 million loyalty members.
The postponement of the Tokyo Olympics and Euro 2020 tournament may have given sponsors time to rethink and restrategise, but a year on they want sports fans to start believing the hype.
As the paint brand prepares for its TV sponsorship debut, European marketing boss Jane Ryder explains how she plans to use the ‘Does exactly what it says on the tin’ slogan to help engage a new generation of DIYers.
Getting bikers to talk about safety required some lateral thinking from Highways England.
University freshers are eager consumers without established brand loyalties, so gaining their love at a formative time can lead to lifelong relationships.
Has a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
The discount supermarket is taking over from Amazon for the 11th series of Channel 4’s “biggest show”.
Virgin Money is hoping a focus on music sponsorship and ‘taking the fear out of finance’ can help it take on the old guard of high street banking.
The beer brand is shifting the focus of its sponsorship of the Premier League to the fans at home as football returns to TV screens.
The cancellation of major sports competitions due to Covid-19 has forced brands to rethink their strategies. While some struggled to adjust, others saw possibilities for a different approach to storytelling.
Computer gaming could soon be the world’s most popular spectator sport, but to ensure sustainable growth and brand-safe sponsorship opportunities, it needs to tackle grey areas around gambling.