News
•
07 November 2019
Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.
Case Study
•
MMA Smarties, Gold, X (Global), 2019
Grupo Dignidade, a non-profit organisation, successfully devised a social media campaign to protest the World Cup event in Russia, while also supporting LGBTQ+ fans at the event.
News
•
06 November 2019
Many of the advanced technologies and approaches that power Formula 1 racing can also be applied to businesses seeking competitive advantage in the fourth industrial revolution, according to McLaren’s group marketing director.
Opinion
•
BrandIndex, November 2019
Global Village saw the biggest uplift in Ad Awareness in the UAE in October following the multicultural attraction’s re-opening campaign Global Village is the brand that has achieved the greatest uplift in its Ad Awareness in the UAE in October.
News
•
05 November 2019
The Singapore Tourism Board (STB) and toy company Mattel have partnered up for a joint marketing push featuring Barbie, in what at first sight seems an unlikely combination, but brand partnerships are increasingly being used by marketers across the ...
Article
•
Henry Chilcott, Admap, November 2019
Henry Chilcott, Group Marketing Director, McLaren Group gives an exclusive insight into the inner workings of the racing group’s partnership strategy.
News
•
31 October 2019
GolfTV, the Discovery-owned golf streaming app, is “exceeding expectations” in the ten months since its launch as it continues to build out its ecosystem via a series of unique events featuring top players.
Case Study
•
SABRE Awards, LATAM, Industry Sector, Gold, 2019
BiP (Believe in People), an anonymous North American graffiti artist, promoted itself in Brazil by creating a special mural for the Brazilian community, which was promoted though an event.
Case Study
•
Account Planning Group - (UK), Entrant, 2019
The Football Association, the governing body of association football in England and other Crown dependencies, increased ticket sales for the women's FA Cup Final after partnering with Subbuteo to create a female version of the classic board game.
Case Study
•
Jay Chiat Strategic Excellence Awards, Gold, Connection Strategy, 2019
The New York Public Library encouraged young people to continue reading by launching Insta Novels, a set of long-form stories published across the Instagram Stories feature.
News
•
15 October 2019
The rise of performance marketing and short-termism means that that today’s marketers often lack the necessary skills to address core marketing principles of brand building and creating long-term value, according to LEGO CMO Julia Goldin.
News
•
10 October 2019
The fallout from a tweet by the Houston Rockets basketball team’s general manager Daryl Morey in support of Hong Kong protesters appears to be growing, with potential implications for other foreign brands in China.
Article
•
Brian Carruthers, Event Reports, DMEXCO, September 2019
Looks at how online gaming platform Twitch is developing and why advertisers might want to consider adding it to their media mix.
News
•
02 October 2019
Chinese smartphone brand OPPO has signed a multi-year partnership with video game publisher Riot Games, marking its first significant foray into the gaming and e-sports arena.
Article
•
Anna Hamill, WARC Exclusive, October 2019
Part of WARC’s CMO Growth Council report, this interview with LEGO Group CMO Julia Goldin explains how marketing can overcome the talent crunch.
Article
•
Euromonitor Profiles, September 2019
Provides key details and analysis of LEGO Group.
News
•
30 September 2019
Facebook has secured a four-year deal with the International Cricket Council (ICC), the sport’s global governing body, to become the exclusive digital content rights partner for ICC global events in the Indian sub-continent until 2023.
News
•
24 September 2019
Advertiser investment in e-sports and gaming is set to rise massively across APAC, according to new research, as top-level marketers wake up to the opportunities these channels offer.
News
•
24 September 2019
E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy.
Article
•
Research on WARC, September 2019
2019 saw a particularly cluttered sporting summer in the UK: seven major events, including three World Cups, made it much harder for rights holders and sponsors to cut through and achieve a decent share of the sporting voice.
Article
•
Sam Peña-Taylor, Event Reports, SportsPro Fan Conference, September 2019
Formula 1, the auto racing series needed to appeal to a broader set of fans outside of its core markets and chose to partner with Netflix on a series that could tell a more relatable story about the sport.
Opinion
•
Alex Burmaster, September 2019
With the Rugby World Cup about to kick off in Japan, Alex Burmaster of sports marketing platform caytoo crunches the numbers around sponsors and media coverage .
News
•
13 September 2019
The Athletic, the digital sports news organisation, has applied an ad-free subscription model since it was founded in Chicago in 2016, but now it is about to launch an ad-supported podcast entirely outside of the site’s paywall.
Case Study
•
SABRE Awards, Asia-Pacific, Branded Journalism, Gold, 2019
National Arts Council, a statutory board in the Ministry of Culture, increased awareness of the importance of arts and culture among Singaporeans by relaunching its A List project.
News
•
11 September 2019
When a brand owner is also a professional gambler, there are interesting new directions open to the marketing team, and The Museum of Old and New Art (MONA) in Hobart has exploited these to the full.
