Tactics
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Bedrock of trust provides foundation for brand building
Niche insurer Hiscox may have business roots going back 100 years, but Michael Barnett discovers much of its marketing activity revolves around raising brand awareness.
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Event backers drive audience participation
Event sponsorship is as much about long-term audience engagement as it is about a brand raising its profile during a show or tournament.
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Two tribes live together in perfect harmony
Marketing Week’s roundtable in association with Sony Music asks if brands are making the most of their music marketing partnerships. By Morag Cuddeford-Jones
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Field marketing: Reach out to your audience when football fever strikes
As England and the other 31 World Cup finalists prepare to take to the field in South Africa, marketers must make sure their tournament tactics are spot on.
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Turning crowd pleasers into brand builders
A growing number of brands are moving on from the traditional sponsor function and adopting the role of entertainer at live events. The result is a better engaged and loyal fanbase.