No longer can audience understanding be superficial i.e. females in New York who are between 25 and 40 years old. Consumers are complex people and a rights holder’s and brand’s understanding must[...]
In a world where traditional reach and attention are diminishing, brands are looking for cut-through and engagement to drive relevance and ultimately accelerate their growth.
Big sponsorship announcements are not commonplace right now; as we still aim to get back to whatever normal is going to look like post-pandemic.
Throughout the world we have seen tobacco sponsorship and alcohol sponsorship banned or curbed in most markets and, right now, the sponsorship industry is watching the UK after a House of Lords[...]
It has been a whole year since the world shut down because of the pandemic.
The plights of rights holders and brands is well documented. Often forgotten in the sponsorship conversation, however,[...]
Passions drive us. Passions define us. Passions connect us. Yet, passions are changing and with the explosion of digital, the democratisation of media, and a plethora of publishing tools[...]
Data, measurement, and most importantly, the insights and what we do with them, is something that is driving the sponsorship industry.