Marketing

Last weekend, my partner and I took a bicycle tour to a small village near our home, called Adendorf. Each year, it hosts an iconic garden exhibition – a sales show with plenty of champagne and canapés. After a few glasses, we passed a large exhibition of roofed wicker beach chairs. The thing is, in
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[embedded content] Paddy Power is calling time on the football shirt sponsorship market with a new campaign lobbying brands to keep kits commercially clean. The ‘Save Our Shirt’ campaign was revealed today (19 July) following a week-long hoax marking the bookmaker’s first foray into football sponsorship courtesy of a year-long deal with Championship side Huddersfield
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The advent of programmatic trading has revolutionised online advertising by allowing ad placements to be bought rapidly, efficiently and automatically. Programmatic trading has brought increased reach, greater targeting capabilities, and real-time measurement and optimisation to online advertising. And while there are also challenges in the form of brand safety, fraud and lack of quality, on the whole the benefits
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England’s Vitality Roses netball team. As the conversation around women’s sport continues to gather momentum, Vitality is adamant its partnership with England Netball and its title sponsorship of the Vitality Netball World Cup means more than simply tapping into a culturally relevant conversation. Instead, Vitality’s brand director Chrissy Fice says its philosophy is to boost
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If innovation is a priority in business, how do brands structure their teams to ensure new ideas flourish, which instinctively challenge the status quo? Brands from telecoms and FMCG to food and drink are experimenting with hybrid models, from trying out closer integration to creating hived-off hubs and copying the much lauded ‘fail fast’ startup
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From co-creation and cultivation of a social community for ideas, to empowering an entire business to work on new product development, brands need to open up if they want to stay ahead of the innovation curve. Finding the next big idea to propel your company, not just into next year but into the next five,
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