Topical content mashed up with our longstanding interests : Olympic Partnership marketing, sponsorship effectiveness, impact and ESG, employee engagement, strategy, analytics and the psychology of sponsorship : sponsorship thought-leadership for the 2020s.
The IOC’s new TOP deal, which brings together The Coca-Cola Company and Chinese dairy giant Mengniu in a new joint category, has been launched with the fanfare of a US$3bn total investment in the partnership, including a commitment to unprecedented …
‘How to murder your wife’ was released in 1965. It tells the story of cartoonist Stanley Ford, played by Jack Lemmon, who stands wrongly accused of murdering his wife. Lemmon’s character uses the defence of justifiable homicide. The pivotal scene …
Jack Daniels’ Christmas advert shows a 26’ Christmas tree made entirely of whiskey barrels, covered with Christmas lights, surrounded by people. It’s the first time they’ve done it, according to the ad copy. (sweet-factory) The lead line: It’s not what’s …
It’s funny how corporate identity as a phrase is associated with just about the most rigid of branding questions: making sure a logo always looks the same. Because identity in a psychotherapeutic sense is anything but rigid. In fact, current …
Purpose-led sponsorship is a recurring theme on this blog, and reading Trinity Mirror’s new study on consumer trust last week reminded us our blog on purpose in 2014. The study reports the unsurprising figure of 43% of consumers claiming to mistrust brands and …
Organising Committees famously misrepresent the value of Olympic Partnership. ‘The country needs you to step up.’ ‘It’s a once in a lifetime opportunity.’ ‘The Prime Minister needs your help on this one.’ And the favourite: ‘It will be so good …
Following on from my last article regarding business case valuations I wanted to look at what for us is an earlier step in the process, the development of the ideal campaign architecture and subsequent platform selection. Crucially, all of the …
McDonald’s exit from sponsorship at the TOP echelon of Olympic partnership created a media opening for anti-IOC narrative. But the sponsorship issue that McDonald’s exit raises is not about the travails of the IOC, it’s about whether or not the …
Developing a business case for sponsorship is hard, especially if sponsorship is not currently a part of your marketing mix. How to create sufficient internal confidence to justify the shift? And the larger the proposed investment, the higher the risk…. …
McDonald’s departure from the IOC TOP programme has provoked much commentary. Of course, big sponsorship news always attracts its fair share of clichéd reflection and the departure of McDonald’s from TOP is very big news in the sponsorship industry. But …
I imagine the entire marketing industry is now considering the impact of Proctor and Gamble’s Chief Marketing Officer, Marc Pritchard’s, groundbreaking presentation at the recent IAB Annual Leadership meeting on the issues around digital marketing. Marc’s speech was refreshingly open and Mark …
The debate about standard evaluation metrics has crawled around for years. Conference organisers probably have shrines devoted to it – it always helps them off to such a good start. I can just hear the guys at Haymarket: ‘So what …
