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.
FIFA is short of sponsors for the 2018 World Cup in Russia, which is unsurprising given recent brand safety scandals and the tarnished reputations of both the host country and governing body.
The Olympic swimmer lost four sponsorships by behaving drunkenly at a service station then claiming he was robbed, but is this all just a cunning ploy to secure lucrative endorsement deals for diet pills, erectile dysfunction treatments and other dubious brands?
With only a few weeks until the opening of the latest Star Wars movie, there are no shortage of brands jumping on the bandwagon. Here I review the logic behind the brand partnerships.
BESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswy No doubt about it. Fifty Shades of Grey has exploded across cinema screens and looks set to spank box office records for 2015.
One of my best mates is a Scotsman called Martin “Tommo” Thompson. Earlier this year he completed his first ever London Marathon in a very impressive three hours and 58 minutes.
We all know the theory behind sponsorship. For strategic reasons a brand seeks out an event, team or individual and offers them a financial incentive to allow the brand in question to associate itself with their chosen partner.
Terminal 5 at Heathrow Airport, for those who have not passed through it recently, has become completely Olympified. I just invented that verb and, until the London Organising Committee of the Olympic and Paralympic Games (Locog) brand police make Marketing Week redact, I intend to get my money’s worth out of it. To Olympify something means to overtly and excessively promote the Olympics to the detriment of all and sundry.
A walk around London’s shops at the weekend had me wondering if it was 2012 or 1972…