Editorial: The big event is a big deal

Colin Grimshaw

This editorial introduces the March 2015 issue of Admap magazine, which focusses on big event marketing and explores how brands can maximise effectiveness around events marketing.

Editorial: The big event is a big deal

Colin GrimshawWarc

Fast-forwarding through the TV ad break is, for many people, an act of instinctive insouciance these days. So the rapt attention paid to the ads shown in the annual advertising beauty pageant that is the Super Bowl is a remarkable modern-day viewing phenomenon. The more so, since the ads are not just watched, they are avidly discussed/shared, and the whole jamboree is subsequently analysed to death for evidence of brand winners and losers.

This year's winner, according to the USA TodaySuper Bowl Ad Meter – a live...

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