MAIN FINDINGS OF SURVEY vUnprompted awareness of sponsor brands was highest for McDonald’s and Coca-Cola at 16 per cent, but dropped sharply to as low as two per cent for Canon and JVC. vMcDonald’s and Coca-Cola also scored most highly on the awareness of advertising around the tournament, although Adidas’s local sponsorship status failed to prevent Nike achieving a higher recall of its ads with a link to Euro 2004.
Warning of a ‘cultural cringe’ and sense of insecurity within marketing, Professor Byron Sharp is calling on marketers to stop the self-hatred and have more pride in their profession.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
As marketers continue to be charged with driving faster growth on tighter budgets, businesses should not ignore the opportunity cost of failing to invest in their brand, warns Eve Sleep CEO Cheryl Calverley.
From celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC.