Make your marketing a winner in the summer of sport
As Euro 2012 kicks off and the Olympics is walking to the starting blocks, the one thing we can all be sure about – aside from a summer of hope and heartbreak – is that companies and brands of all...
View ArticleExtinguish the flame, but the keep the fire alight
So, the London 2012 Olympic and Paralympic Games have been and gone. We can simultaneously breathe a sigh of relief, feel the tingle of national pride and give a euphoric cheer as the fireworks explode...
View ArticleNo added sugar: how to market Andy Murray
He’s finally done it. It was brilliant. Frankly, with the weight of pressure lumped on poor Andy’s shoulders this year, I’m surprised he was even able to lift a racquet, let alone swing it. So he’s...
View ArticleBritish Airways delivers an appetising Taste of London brand experience
In June, members of the DMA’s Brand Activation Council paid a visit to a Taste of London – the capital’s biggest annual festival of food – to find what kind of experience some of the world’s biggest...
View ArticleSponsorship can deliver brand activation heaven, but it may not be necessary.
Sponsorship is the ultimate brand activation platform. I’m biased of course, but I’m 100% confident in this; but it needs to be approached with the right balance of research, insight, planning,...
View ArticleA socially superficial Super Bowl
The Super Bowl remains a seminal social event, and not just for the growing fan base of American football. It is one of the last truly mass reach marketing platforms, and one with a unique relationship...
View ArticleMeasuring sponsorship: From Lewis Carroll to Einstein
It’s with some trepidation that I write a piece on measuring sponsorship. Why? For many years, finding a true standard measurement for sponsorship has challenged brands and agencies alike. The reality...
View ArticleBrazil to bring the Carnival to New York
When I first looked at the shortlist for this year’s prestigious New York Festivals International Advertising Awards, the first thing that struck me was the huge number of campaigns from Brazil. This...
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