The Body Shop remains the paradigm buster. Its campaign, Stop violence in the home, originating in Canada, wasn’t based on the usual passion drivers. Instead, it addressed the taboo of domestic violence, a subject which at the time even western …
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 Body Shop remains the paradigm buster. Its campaign, Stop violence in the home, originating in Canada, wasn’t based on the usual passion drivers. Instead, it addressed the taboo of domestic violence, a subject which at the time even western …
The role for business, on the Cabinet Office flier on the Big Society, is modest and relatively feasible: protect the environment, improve skills and create jobs, support your community, improve quality of life and support small businesses… – no mention …
Sponsorship and philanthropy – conjoined twins? There’s an industry mantra dating back to the 80s, that sponsorship is a commercial means to a commercial end. In the 80s, of course, it was a useful line to avoid approaches being routed …
Community as a marketing term really started buzzing back in the 90s. It was .com days, the world was alight with online content propositions and ‘building community’ was all anyone had to do. Building community was a great phrase for …
If you work in the sponsorship industry for any length of time you will know that there are three hardy perennial media questions. These are: Francisco Goya has won the World Championship: what does that do to his sponsorship value? …
We were a little surprised when we saw the IOC was planning on reforming its Rule 40. Rule 40 currently imposes commercial purdah on Olympians for nearly a month around the Games, preventing any use of name or likeness in association …
Return of engagement’s a seductive little phrase, isn’t it? It holds the promise of customers and public alike interacting with – and caring about – your brand. As such, it’s far more engaging in itself than classic terms like consideration …
There’s a close relationship between brand purpose and sponsorship, but…. Whatever happened to vision? It used to be a fundamental part of how businesses described themselves. I grew up with it…. Nowadays though, business vision is really hard to find. …
This is extracted from an interview with Professor Simon Chadwick, for our publication ‘Defining Sponsorship’. Simon Chadwick was Chair at the time of Sport Business Strategy and Marketing at Coventry University, where he was also Director of CIBS. At Leeds …
The following interview was first published in Working the Olympics. It gives an excellent overview of the value of the IOC for major corporates and offers, typically of Timo, a very insightful and pragmatic assessment of the challenges of Olympic …
The new Lib-Con government is talking a big game on the topic of binge drinking. How this impulse manifests itself remains to be seen, but we are right to be twitchy about the recommendations contained in the Health Committee First …
Platform really is a great name for this magazine, great because it leads away from sponsorship and into marketing. One of the discussions we manage, in trying to help brands understand exactly how much freedom they have to interpret the …