Marketing

Marketing Effectiveness in the Digital Era

Last week was the IPA’s Eff Week, a comprehensive view of marketing effectiveness and how to measure it across the whole industry, and we were delighted to be a part of it.   Our founder, Sophie Morris, spoke alongside Matt Stevenson from EE about how sponsorship has changed in the digital era using the example […]

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Sponsorship is the king of brand-building but is it reaching its potential?

First published by EffWorks as part of a series of articles building up to Effectiveness Week 2017, I was asked to give my view on whether sponsorship is reaching its potential. You can read the original article on the Eff Works website and it is also copied below.   IN ‘MEDIA IN FOCUS‘ (PAGE 43 IF […]

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How to Bridge the Service Quality Gap in Sponsorship

We recently gave a lecture at Loughborough University London on Service Quality in Sponsorship. Speaking to MSc Sports Business students, we shared our experience of poor service quality and applied the Service Quality Gap Model to sponsorship. We’re now sharing that analysis in our latest paper.     The service quality provided by rights owners […]

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From Russia with love

We were in Russia last week, speaking at the marketing and sponsorship conference ‘MarSpo’ in Moscow.   It’s safe to say that whilst the industry is different to what we see in the West, the ambition and enthusiasm for innovative sports marketing is just as strong.   The two day conference was held in the fantastic […]

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UK Sponsorship Awards

It’s always good to celebrate and reward achievements. It’s also particularly fascinating to be part of the process in assessing who has achieved the most.   The UK Sponsorship Awards Gala Dinner was held on 22nd March to recognise and reward the most effective use of sponsorship and it was an honour to be one […]

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Silencing the sponsors

Rule 40 of the Olympic Charter makes it into The Times today. But do sponsors of individual athletes know that they won’t even be able to tweet them a ‘good luck’ or ‘congratulations’ message?   The rule is there to protect official Olympic and Team sponsors, but I wonder how many companies sponsor an individual […]

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TV is not dead

Within a week of the news that children now spend more time online than watching TV, we also hear that TV ad spend is not dead. Far from it in fact, it has just broken the £1bn mark, with growth of 10.8% (Advertising Association and Warc).   Although digital growth is stronger – at 13.2% for […]

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The Use of Influencers in Marketing

In this video we are talking about influencers, who are they and why you should consider using them. If you’d prefer to read rather than watch, the content is also written below. If you would like to talk about using influencers, or any other aspect of marketing, please get in touch. And if you don’t want to […]

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Virtual Reality (VR) in Sport: The NBA story

We were at the O2 Arena in London for Orlando Magic against the Toronto Raptors as part of the NBA Global Games on Thursday.   Now we all know the NBA is the dominant force in basketball but it is also a dominant force in using technology in sport and particularly around the fan experience. So, […]

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Technology in Sport

In this video we’re looking at technology in sport from fan engagement to performance technology and why you need to keep up. If you’d prefer to read rather than watch, the content is also written below. If you would like to talk about using technology in sponsorship, or any other aspect of marketing, please get in […]

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Improving the Event Experience in Sport

2015 has been a great year of sport here in London. Most recently, we had the Rugby World Cup and the NFL and there was quite a difference between the two in terms of entertainment and event experience. This video looks at how you can create a full entertainment experience around your sport. If you’d prefer […]

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Lifetime sponsorship deals?

The BBC reports this morning that LeBron James has signed a ‘lifetime’ deal with Nike.   He’s clearly a very valuable athlete and has a long relationship with Nike, but to sign a lifetime deal is a huge commitment and one that we’d really like to see the Terms and Conditions for! So, is this […]

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Cyber Security: marketing essentials

The impact of a data security breach can be huge for your customers, staff and your brand. So, what can you do to keep your customer data safe? In this 3 minute Marketing Insight video we look at the recent cases of Sony and TalkTalk and cover the basics of data protection. If you’d prefer to read […]

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Christmas adverts: The John Lewis Story

Oh there’s such expectation over the Christmas adverts these days. What pressure on marketing agencies to give their clients the stand out concept to win commercial Christmas!   John Lewis has been the forerunner over the past few years, but seemed to have not hit the nail quite so sweetly on the head this year. […]

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Black Friday or Grey Weekend?

So Black Friday has actually turned out to be more of a grey weekend (and not just the weather here in London!).   Many retailers, especially Asda, who brought all kinds of problems on themselves last year, stayed away from the most commercial of all annual events. John Lewis didn’t run any special promotions but […]

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10 things we learnt about the NFL

Being more rugby fans than American football, and having attended many of the Rugby World Cup games, it was with great interested that we went to the NFL game at Wembley in London, the day after the Rugby World Cup Final.   It was Kansas City Chiefs v Detroit Lions and here are the 10 […]

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Fan Engagement USA style – NFL UK

We were at Wembley on Sunday for the NFL international series to see how the NFL has done in bringing its regular games to London, to compare the big US sport fan engagement experience to our own and to learn more about the USA’s favourite sport.   In terms of fan engagement, they closed off Regent Street […]

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Event Round-Up: What I learnt at Leaders

Our second conference this month was Leaders Sport Business Summit and the first session I attended was definitely the most interesting for me.   We were talking about the future of the sports experience and what Game Day will look like in 2020. Jeremy Dale of Microsoft presented HoloLens. It’s essentially virtual reality but with […]

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Update: Gamification (Rugby World Cup 2015 game)

Following our video on Gamification and eSports a couple of weeks ago, we were intrigued to see a review of the Rugby World Cup 2015 game appear in a Google+ community on rugby.   I’m not a gamer and so I’m not surprised that I hadn’t heard about it, but I am a huge rugby […]

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Social Media gets behind the Rugby World Cup 2015

We have heard a lot from almost every spokesperson of the Tournament that this will be the most ‘engaged’ Rugby World Cup yet. Before the Tournament kicks off tonight with England v Fiji, the engagement through the organisers channels has included sponsor activation, an augmented reality view of the stadium (if you have a ticket) and […]

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How to use your sponsorship ambassadors by Air New Zealand

Do you have ambassadors as part of your sponsorship deal? Are struggling to know how best to use them? Take a look at Air New Zealand who sponsor the All Blacks rugby union team.   They build their ambassadors into their product, in this case their in-flight safety videos. The athletes and the great videos produced […]

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Telegraph Business of Sport conference round-up – Day Two

Competition in sports broadcasting, sponsorship integration, sponsorship activation in financial services, cycling, fan engagement in motor sport, and harnessing the value of social media. The second day of the inaugural Telegraph Business of Sport conference was certainly more controversial than day one, and it started right in the first session.   We heard about the healthy […]

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Telegraph Business of Sport conference round-up – Day One

Day One – RWC2015, Success and Legacy at Mega Events, Sponsorship to Business Partnerships, Evolving Model for Football Clubs, Developing Women’s Sports, and Sponsorship Activation Lord Seb Coe opened the Telegraph conference held at the BT Sports offices in central London. He took us through a history of sport from 700BC through various modernising eras […]

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IBM’s New Insight Economy event round up

We were very excited to attend IBM’s ‘A new way to work in the new insight economy’ today. Mostly because it was held at The Royal Institution where lectures have been held since 1825. We were in the iconic Faraday Theatre where the Christmas lectures are filmed each year, where children and adults alike are […]

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Newcastle Building Society Sponsorship Case Study

We were delighted to receive a brief from Newcastle Building Society (NBS) who were looking to get into sponsorship to raise their profile locally and were keen to support football but also to follow their brand promise of local knowledge and mutual understanding.   After a thorough search to find the right sponsorship opportunity, and […]

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Mobile, ad revenue and privacy at The Guardian Changing Media Summit – Day Two

Day One of this event saw a great line up of speakers and Day Two wasn’t going to disappoint either. Read this round up of the day, including a quick video of Kate Russell’s Leonard Nimoy send off at the end. If you missed it, you can read the Day One round up here. Building […]

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Content and context key at the Guardian Changing Media Summit – Day One

Another week and another conference. This time I was delighted to get a free pass from The Guardian to their 10th Changing Media Summit. Here’s my quick round up…oh and Day Two is covered here too.   It was truly excellent start to the conference as David Pemsel, deputy CEO of The Guardian, gave an […]

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Best use of brand ambassadors

This is a great use of brand ambassadors by MaxiNutrition.   They don’t just use Chris Robshaw (England Captain) and George North (Wales) to pose in photos for advertising, they have chosen two high profile rugby players from competing nations and pitched them against each other in various skills tests.   It’s content that fans want […]

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Dove tackles social issues with social media during the Oscars

It’s the awards night of the year and everyone is judging how all the stars look. But what we didn’t know is that women judge themselves badly during this period as well.   “Not only do we often see critical tweets about actresses in their gowns, women are 50% more likely to say something negative […]

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Super Bowl advertising: who nailed it and who didn’t.

Advertising during the Super Bowl almost gets as much attention as the game itself; certainly in marketing circles. At $4.5m for a 30 second advert, you really need to make it count. So, who nailed it and who didn’t? We look at TIME’s ranking of the best and worst adverts from this year’s Super Bowl. […]

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