Ensemble recently won Best Sponsorship Agency at the 2012 Sponsorship Australia’s Awards Conference, and Jamie Gilbert-Smith, GM of Melbourne, explains ‘TV’s not broken but we need to change the way we use it’
Brand inspired content; the discipline of brands entertaining and engaging consumers through less traditional means of advertising, seems to be the latest hot topic in marketing. New articles are popping up defending or criticising it, it’s sparking debate and creating divide and that’s a good thing. Out of conflict comes progression. The funny thing is it’s not new and it certainly isn’t the panacea for all marketing challenges. But what has shifted is the need for marketers to adopt brand inspired content as a part of their toolkit.
I don’t think I am stretching too far to say that branded entertainment for television and digital is set to boom in Australia. All the signs are there and the content marketing business is already growing rapidly.
Today, if you’re thinking of producing a TV show for a brand, it's imperative to have a digital extension where you can drive deeper engagement with the audience via social media and other digital tools. You are turning what used to be a passive experience for the audience into an active one.
Vodafone Hutchison Australia's revelation that it will slash operating costs and job numbers will lead to massive reductions in advertising and marketing output and a significant contraction of the marketing team.
Following large drops in revenue and customer base, the company's chief executive Bill Morrow yesterday revealed a plan to cut costs and secure around $2 billion for the sake of improving Vodafone's beleaguered network. The company will cut around 10% of its workforce, equating to about 500 staff, from multiple departments.
In his comprehensive review of the Olympic and Paralympic Games, former International Olympic Committee marketing director Michael Payne, writing exclusively, dissects London 2012 and rates the sponsors and strategies that shaped it.
By Michael Payne
This edition will be the last for 2012, and will feature as a supplement to AdNews to be distributed in the next week. Content includes:
Cricket Australia: '16 of the Best' - a detailed look at the sponsors, new brands to partner and insight Q&S's with Luke Bould, Commercial Director on the strategy and health of the portfolio.
Nine Network: Why Big Brother? - with the resurrection of controversial realty program Big Brother, we ask key persons in the commercial team reasons why they ran with the programming for 2012, plans for more, and how much branded content & integration played in this decision
A poll of sponsorship industry professionals undertaken by Sponsorship Today and Think!Sponsorship found that Proctor & Gamble was London 2012's most effective sponsor.
Nearly 40% of respondents to the online poll named P&G as the most successful Olympic Top (Global) Partner compared to nearest rival Coca-Cola on 17%. Among national LOCOG (London Organising Committee) sponsors, Adidas scored highest with 32.5% followed by BMW and LloydsTSB, both on 23.5%.
When asked to judge all sponsors' (both TOP and LOCOG partners) activation campaigns, Protor & Gamble's 'Mums' came out top with 30%, followed by British Airways ('Stay at home'), which was cited by 10%.
The 4th annual Leaders in Sponsorship conference cemented its place as the industry’s leading event with an extended two day programme packed with top budget holders and decision makers from global brands. It was opened by the Global CEO of the advertising agency Saatchi and Saatchi, Kevin Roberts, in a stunning presentation that was the talk of the event, outlining brand building and leadership in sport.
He was followed by 3 heavyweights of the sponsorship industry; Hublot Chairman Jean-Claude Biver, Western Union’s Head of Brand Marc Audrit, and Investec’s Chief Marketing Officer Raymond van Niekerk, who discussed where and why they spend their budgets and how rights holders should sell partnerships to them.
Virgin Australia are not only are we the Open’s official airline; their holiday program, Blue Holidays are also on board as an official tour operator.
In anticipation of the thrilling action of the Grand Slam, Blue Holidays are set to offer tennis fans an experience like no other, with the introduction of a range of tailor-made event packages for the Australian Open 2013.
Virgin Australia General Manager Marketing, Michael Betteridge, said “The tournament is one of the most prestigious events on the sporting calendar and following the success of the Australian Open 2012, Blue Holidays will offer new and exclusive packages allowing guests to book airfares, accommodation and courtside tickets in a few quick easy steps online”.
Hyundai Motor Company Australia has announced a four-year extension to its partnership with Football Federation Australia (FFA) for the naming rights to the top-flight of Australian soccer.
Having penned the original partnership deal in 2004, the new agreement extends the partnership between the Hyundai and the A-League until 2016.
Though financial details of the extension were not released, Hyundai's previous multi-year commitment reportedly saw the car manufacturer committing roughly US$10 million to the FFA over the course of the deal's four-year tenure.
Global sports sponsorship expenditure from the airline industry has now reached $515 million per year according to a new report from Sponsorship Today. The 46-page report, which analyses more than 260 deals from 45 airlines across the world, shows that two carriers, Emirates and Etihad, account for almost half the entire amount spent globally on sponsorship, with Emirates now spending $182m per year on rights fees alone.
Sponsorship Today editor, Simon Rines, points out that the investment is part of a strategy to create a global airline superpower.