Exclusive: Callaway Golf’s Chris Gregg on why brand first beats product first in a crowded market
Callaway has prioritised brand over product to stand out in a crowded market, we spoke to Marketing Director, Chris Gregg to find out why
Global Campaigns
Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship
For B2B brands, the ability to foster new relationships while strengthening existing ones is a key driver of growth. Sponsorship, and the hospitality it provides, is becoming an increasingly powerful platform for doing exactly that. By bringing clients, partners and colleagues together in relaxed, memorable environments, it creates the conditions where trust develops and...
AI is already replacing sponsorship research. Is creative activation next?
In a recent Adweek article, Mark Ritson pointed to Anthropic’s claim that 65% of marketing tasks could eventually be replaced by AI. His argument was not really about ad copy or image generation. It was about the less glamorous but highly important work that underpins modern marketing: research, analysis, planning and strategy. In sponsorship, that future may already be...
Sponsorship’s blind spot and how leading brands are addressing it
Sponsors have accepted partnerships need to be supported by significant investment in activation yet for most, measurement remains an afterthought.
Opinion: Rory Natkiel on why creativity is the real bottleneck in sponsorship effectiveness
For the past few years, sponsorship conversations have been dominated by one phrase: first-party data.
Rights-holders talk about it in sales decks. Sponsors ask about it in procurement processes. Agencies build capability statements around it. Data capture, CRM integration, clean rooms, dashboards. The implicit promise is that if we can just collect enough of the...
