A big believer in “unexpected familiarity”, marketing boss James Russell-Watson explains how Nuby became the first baby brand to secure a title sponsorship in English football.
Guinness has created its biggest-ever global campaign to coincide with the debut of its Premier League sponsorship as it seeks to “reach across the globe” to speak to consumers at scale.
With the right athlete tie-up and creative content strategy, smaller brands are punching above their weight to stand out amongst high profile official sponsors.
Coca-Cola is a brand that stays “grounded” in its values, and does not compromise simply because a “trend” comes along, says global vice-president for creative strategy and content, Islam ElDessouky.
Joining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
Attracting new, younger global audiences from different demographics is a priority for the tennis championship, explains marketing director Usama Al-Qassab.
Despite the name, social media makes people less connected with their communities. Brands should focus more on bringing them together in the real world.
The Asian airline is investing in marketing again as part of its longer-term mission to boost awareness and consideration post-Covid.
Long associated with rugby via its Six Nations tie-up, Guinness has inked its first global partnership in football.
Despite its rampant growth and huge popularity among Gen Z, Roblox is yet to make a profit, something it is looking to remedy by diversifying its revenue streams.
The furniture company is taking a novel approach to attracting new talent to its organisation.
With exclusive research by Live Nation UK’s marketing partnerships division unveiling the distinctiveness of live music fans in the UK, it’s time that brand marketers rethink outdated stereotypes – and start optimising their investment.
Planning to “break rules and honour traditions”, the alcohol-free beer brand is tapping into the summer of sport as part of a wider year-round push.
The Unilever-owned brand wants to “create FOMO” with its fragrance launch, rolling out the latest phase of its long-term Gen Z focused strategy.
Peroni Nastro Azzurro 0.0% has signed a multi-year partnership with Scuderia Ferrari, the car marque’s racing division, in a deal that represents an “amazing” fit for the two, according to the brand’s CMO.
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