OUR BLOG

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 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 …

In our research for ‘Working the Olympics’, we came across a fascinating insight into the Olympic brand. Terrence Burns, formerly of the IOC and up to recently President of Helios Partners, was sharing his experience of running the IOC’s first …

The Greenwash Gold campaign, which seized on Dow Jones and lumped together BP and Rio Tinto to create a rogue’s gallery of London 2012, signally failed to attract consumer support. While LOCOG played the British card of staunch support extremely …

The IOC’s TOP programme is clearly in rude good health. With seven out of 11 partners confirmed until 2020, the IOC can congratulate itself on having established itself clearly as the premier global property. The presence of businesses such as …

Brand storytelling is back – bigger than ever. First time around for me was business author, Tom Peters. His original pitch was about corporate myth-making: the conscious creation of those symbolic stories which so effortlessly epitomise an attitude or a …

For Redmandarin, a full 90% of client briefs relate to deepening brand engagement. This might be expressed as repositioning, shift of audience focus, reappraisal, building NPS or advocacy, but, ultimately, it comes down to people feeling warmer about the brand …