Corona on earning permission to ‘stretch’ beyond traditional marketing
Niamh CarrollCorona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
Women’s sport enters ‘new era’ after Lionesses’ historic win
Charlotte RogersEngland’s 2 – 1 victory over Germany to clinch the nation’s first Euros win – in either the men’s or women’s game – was watched by record-breaking TV audience of 17.4 million.
‘A match made in heaven’: Brands on joining forces with women’s sport
Charlotte RogersAttracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
Robinsons and Wimbledon end partnership after 86 years
Niamh CarrollThe “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.
Manchester City on taking the ‘City DNA’ global
Charlotte RogersHome to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.
The road to Qatar: Is your brand ready?
Michael BarnettAmid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.
Endorsements, ambassadors and storytelling: How to bring brands, talent and agencies together
Tom ScottThe ecosystem of endorsements and ambassadors is becoming larger and more complex, but a marketplace approach can help brands find the right fit
‘Not just a sponsorship’: TCS and Jaguar join forces on Formula E deal
Matthew ValentineA global partnership between Tata Consultancy Services and Jaguar Land Rover hopes to accelerate the development of electric vehicles and help both brands rev up their sustainability agendas.
Why TfL took to podcasts to start a conversation
Marketing Week PartnerAt the Festival of Marketing, the audience heard how the long-form properties of podcasting drove Transport for London to make podcast sponsorship a vital part of the communications strategy for its ‘#TogetherAgainstHate’ campaign
How brand partnerships have helped English Heritage bring history to life
Marketing Week PartnerLinking with brands, such as Country Life and Tesco Clubcard, allows both English Heritage and its partners to increase awareness, reach new customers and generate incremental revenue.
Why Gousto is banking on live experiences to accelerate brand-building post-Covid
Michaela JeffersonRecipe box brand Gousto is returning to live experience events this month with the launch of ‘Flavourlust’, a London-based event to promote its new street food range.
How sport is pivoting to a direct-to-fan offering
Michael BarnettAs the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.
How Green Flag’s ‘game changing’ England sponsorship put the brand on the map
Charlotte RogersDespite getting off to a bumpy start thanks to a riot in Dublin, Green Flag’s £4m push to become the debut sponsor of the England football team paid off in brand awareness during Euro 96 and beyond.
2 Comments
Did Ronaldo damage Coke’s brand? It depends where you were standing
Mark RitsonOur 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.
Experiences make memories – it’s time for brands to be bold again
Andrew GeogheganExperiential 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.