How challenger brands can use sponsorship to step up
The marketing tactics that build a challenger brand aren't necessarily the ones that will turn it into a serious category competitor.
Early...
Best Practice
Practical tips from experienced leaders, academics and agencies to help you make your campaigns more impactful and increase the return on your investment.
How challenger brands can use sponsorship to step up
The marketing tactics that build a challenger brand aren't necessarily the ones that will turn it into a serious category competitor.
...
BMO’s soccer sponsorship shows authenticity is earned, not activated
Every sponsor wants to be authentic. They want fans to believe they understand their passion, share their values and have a genuine reason...
Purpose that performs — and the mistake sponsors keep making
Think Beyond’s Oliver Meade shares how to turn purpose into profit and avoid the big mistake that so many sponsors make.
EXCLUSIVE: Temporal’s CMO on why Premier League sponsorship beat traditional marketing
Temporal’s Chief Marketing Officer, Clair Byrd, shares how the AI tech company assessed marketing options before deciding on sponsorship of Crystal Palace
Duracell’s Global CMO on why perception matters more than visibility
When shoppers stand in the battery aisle deciding between Duracell and a cheaper supermarket own-brand alternative, awareness is rarely...
Lidl and UEFA: When a sponsorship works, have the conviction to go all in
A partnership that's truly aligned and delivering fully against brand objectives is hard to find. If you're lucky enough to achieve one,...
