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.
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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…
The Cadbury, Oreo and Ritz owner is piloting cross-functional innovation teams as it looks to take a more flexible and faster approach to new product development.
The decision to put its clothing & home ad account up for review is the latest sign the retailer is finally addressing the very different problems its two businesses face – which come down to product perceptions rather than brand.
The competition watchdog has raised serious concerns around price and competition, saying the merger between Sainsbury’s and Asda would need some major changes, including the possibility of selling either the Sainsbury’s or Asda brand, to go through in a decision Sainsbury’s has called “outrageous”.
Consolidation of teams to remove duplication by specialist digital marketers can’t come soon enough, and will allow us to focus on the consumer instead of the media channel.
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