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We like to get to a few different conferences each year to push our thinking. This also ensures that we don't settle for anything less than remarkable work for our clients. Being in new environments with new series and new thinking allows us to take insights back home and apply them to our work.

Topics: Culture

Many cold, incoming pitches are likely to be in the form of short-term or stunt-based concepts that are "turnkey" and "guaranteed for millions of impressions." The writing in these pitches is tempting to bite on because they are often written like clickbait.

Topics: Marketing Strategy

Never before in history have you had more choice as a consumer or as a decision maker. Lower barriers to entry and greater access to large audiences have fueled an unprecedented expansion of options big and small. In your personal life, that means choices like clothing brands, apps to use, sparkling water flavors, movies to see, songs to listen to, books to learn from…and just about every other corner of your passions. 

Topics: Marketing Strategy

Buying a sponsorship and not activating it is like...

Topics: Sponsorship Activation

An effective and sustainable way to activate your motorsports sponsorship and engage with your audience is through a strategic showcar program. No longer are the teams people who transport a car to an event, set up some chairs, and endure the day. We have expanded this more traditional program for our clients by integrating them into a larger marketing mix, now leveraging them as Experiential Marketing & Merchandising Teams (EMTs).

Topics: Sponsorship Activation

Rapidly switching platforms and tactics is a difficult way to find ROI, especially when large amounts of budget are involved. It takes time to grow into a platform - no matter what it is. Leaving behind equity built up is one of the most expensive things marketers can do. We see this a lot in the sponsorship world as part of the 3-and-out issue. Brands come in fast in year one by spending loads of money, and then they have a reality check in year two without much enhancement, then inevitably in year three they fade.

Topics: Marketing Strategy

There is an insatiable demand for “the next thing” that has brands constantly spinning wheels trying to create stunts to boost impressions and other vane metrics.

Why?

It might be because marketers have forgotten how to listen to consumers to understand what they actually want. Forgetting to listen has lead to a lack of understanding, which has generated even more noise. The cycle continues with more emphasis on faster, more fleeting digital activations.

Topics: Marketing Strategy

One of the top questions we field from our clients relates to appealing to a younger demographic. It isn't just us, as the shift for many years has been about attracting millennials and keeping them engaged and it has become a top priority for marketing teams as they continue to set goals.

We are seeing companies make dramatic changes in effort to serve a new set of consumer behaviors made possible by higher connection, new technologies and faster pace. It seems the way forward is composed of two opposite approaches: improved digital work and unique experiences all presented in an authentic way.

Topics: Motorsports Marketing

Let's zoom out from sports and sponsorship for a moment to take a look at marketing as a whole.

The need to measure your marketing has come a long way since early advertising. The requirements to demonstrate ROI or effectiveness have only intensified for the mainstream since AdWords and other data-rich platforms have been opened up to marketers around the world in every industry.

Topics: Sponsorship ROI

Sponsorships are high profile, and therefore are highly scrutinized as part of the overall marketing strategy. Often, this will leave brands thinking that if their logo isn’t part of a winning team then the business side of their involvement isn't winning either. These two things do not have to go hand-in-hand, and by developing the right brand activation programs your sponsorship can evolve into a business or technical partnership that reaches far beyond shared logo space.

Topics: Sports Business