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Wednesday, 23 May 2012

No gold for Locog’s brand management

19 April 2012 | By Mark Ritson

‘A maniacal focus on logo use has ensured that Locog has completely missed the bigger branding picture’
Partnership models are the path to prosperity

19 January 2012 | By Ruth Mortimer

Deputy prime minister Nick Clegg believes he has the answer to creating strong growth for the UK. He suggests that the country needs to become “more of a John Lewis economy” with mass employee share ownership.
The Olympic rings hide a multitude of sins

1 December 2011 | By Mark Ritson

Dow Chemical, a long time global supporter of the Olympic movement, is funding a £7m fabric wrap to encircle the London Olympic Stadium.
The Secret Marketer on celebrity slip ups

24 November 2011

We are about to put pen to paper on a celebrity endorsement deal. The draft contract paperwork has been toing and froing between agency, lawyers and representatives and there is now a detailed mark-upawaiting final comments sitting in my in-tray. I am under pressure to sign but the press headlines of recentweeks have called for a little more deliberation.
Back to school means a chance to rethink teen marketing

Wed, 24 Aug 2011 | By MaryLou Costa

Traditional back to school marketing revolves around offers on backpack and lunchbox items, but new insight from the National Schools Partnership shows teachers are crying outfor brands to do so much more.
Marketers put the cart before the horse

Wed, 29 Jun 2011 | By Mark Ritson

There are two ways to develop a communication campaign. You can start with your brand strategy and let that guide your choice of communications, or you can start with a communications campaign and retrofit your brand around it.
Sponsors must kick FIFA where it hurts

Wed, 1 Jun 2011 | By Mark Choueke

I’ve witnessed first-hand the bizarre spectacle of FIFA president Sepp Blatter berating journalists. I was at FIFA’s headquarters in Zurich when headline sponsor Coca-Cola unveiled its 2010 World Cup campaign.
Ticketing fiasco belies the “people’s games”

Wed, 11 May 2011 | By Mark Ritson

With hazy sunshine bathing the nation’s capital it’s suddenly apparent that there is barely a year to go before London 2012. And with just over a year to go, as the strategy consultants like to say, the rubber starts to hit the road.
Marketing Academy unveils second year of future leaders

Tue, 10 May 2011 | By Branwell Johnson

Potential marketing leaders of tomorrow have been selected for the second year of The Marketing Hall of Legends’ (MHL) intensive coaching and mentoring scheme, The Marketing Academy.
The Secret Marketer: London Marathon better bet for scandal averse brands

21 April 2011

I have just got back from my first London Marathon. I am feeling hugely upbeat and have a real spring in my step after a long day in the capital sun. Quite how the runners must be feeling I am not so sure, but as a spectator it was hard not to get carried away with the feel good factor.
And if you know your history... use it

9th December 2010 | By Mark Ritson

In the aftermath of England’s disastrous bid to host the 2018 World Cup, the British media has been relishing the task of identifying the culprits to blame for this latest “national disgrace”. In reality, Russia - which, it should be remembered, is three times bigger than England, has never hosted a major football tournament and has a population that is crackers about the game - deserves the victory.
World Cup marketing winners

Mon, 12 Jul 2010 | By Russell Parsons

Spain emerged bruised, battered but victorious last night (11 July) after 120 minutes of combat against Holland in the World Cup final but which brands triumphed off the pitch? Marketing Week considers the tournament’s marketing winners.
An early exit from the World Cup would leave a fair few marketers with shattered brand plans

24 June 2010

As I write this, the French football team are sulking and England are on the verge of another year of World Cup hurt. Very predictable brand behaviour, some might say.
Sponsorship should not be a random act

17 June 2010 | By Mark Ritson

Somewhere inside the Istanbul headquarters of Turkish Airlines there must be a very large wall. And on that wall are plastered random images of people and organisations that all have two things in common. First, they have absolutely no association with Turkey or its national airline.
The way to win a goldin brand management

29 April 2010 | By Andrew Harrison

Marketers should watch and learn: the strength of the World Cup and the Olympics is a testament to robust brand management.
Countries are countries, not brands

29 April 2010

The World Cup approaches and, once again, the English nation hopes against hope that it can win the tournament and finally end 44 years of hurt. Meanwhile, in South Africa the dreams are just as bold but aimed in a very different direction. FIFA’s World Cup presents its hosts with, what they believe to be, their biggest ever opportunity to build a stronger country brand.
Sponsorship can be as nail-biting as the game

29 April 2010 | By Mark Choueke

As I write, the opening match of the Fifa 2010 World Cup is 45 days away. Most of you will have had any brand plans associating you with this magical event in place long ago.
Bring endorsements back down to earth

22 April 2010

If you were out over the weekend enjoying our new and improved volcanic sunsets you were also, probably unwittingly, bearing witness to the anniversary of one of the great moments of brand endorsement. Exactly 40 years ago last Saturday, just after 6pm GMT, a small metal object slightly larger than a Fiat Punto streaked across the evening sky and splashed down into the Pacific Ocean.
Ruth Mortimer on surviving scandal

15 April 2010 | By Ruth Mortimer

There’s a way to come back from a scandal.
Retail sports sponsorships are in vogue

Wed, 24 Feb 2010 | By Rosie Baker

Morrisons is the second retailer in as many weeks to announce a high-profile sporting sponsorship.