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.
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.
With demand for greater insight, measurement and justification with sponsorships globally, Cricket Australia is looking to push further marketing opportunities in the Australian market place, after appointing Initiative Futures to generate insights and recommendations for sponsorships.
This landmark deal sees incumbent Repucom lose a major client in this market, and open the thinking of alot of other rights holders across the country.
Luke Jenkinson, Director of Nexus MG and broadcast sponsorship analysis service Brand Matrix said, "the appointment of an international company with zero presence in the Australian market to manage this large account, clearly indicates the demand for better and more targeted services in this field"
Laurent Colette, Chief Marketing Officer of FC Barcelona, and John Constantinou, Global Head of Partnerships at Orange Group, are confirmed for a unique debate about sponsorship activation in the digital and social channels open to an invite only audience attending Leaders in Sponsorship and Leaders in Digital Sport on 10th and 11th October at Chelsea FC.
The discussion is of great importance to the digital and sponsorship industries as new media inventory and innovative social activation strategies are enabling sponsors to engage consumers in new ways.
Leaders in Sponsorship and Digital Sport has already confirmed world class speakers including:
Heineken has ramped up its London 2012 marketing tie-ins as part of its first Olympic sponsorship campaign.
The Amsterdam-based brewer is reported to have paid about US$15m for exclusive pouring rights at the Games. Now, with just over a month until the opening ceremonies, Heineken’s UK arm has announced its first promotional events.
The company is investing in about 150 London pubs this month to turn them into “Heineken beacons”. The pubs will receive Olympic-branded POS and glassware and staff training, with Heineken beer at the centre of the promotion.
A second on-trade promotion with JD Weatherspoon that will give Olympic tickets away in about 850 outlets across the UK sees Heineken extend Games marketing outside the capital.
Eelco van der Noll, the Global Director of Sports and Entertainment at AB InBev will be speaking at the 4th annual Leaders in Sponsorship conference on the 10th and 11th October 2012.
He joins a top line-up of other Sponsorship and Marketing Directors from across the world at this year’s Leaders in Sponsorship conference which showcases global best practice and innovation in measurement, evaluation and activation.
Eelco is responsible for sponsorships at the world’s largest brewer, including beer brands Budweiser, Brahma, Quilmes and Harbin, and properties such as the FA Cup, FIFA World Cup, NBA and Porsche Carrera Asia Cup.
O2’s live venue partnership with Academy Music Group has been named Sponsorship Of The Year at the 18th Hollis Sponsorship Awards, held in front of a packed audience at the London Marriott Hotel.
The mobile firm also won the Brand and Entertainment & Event Categories to complete a hat-trick of wins. Sharing top billing was cosmetic brand TreSemme, which won the Best Use of Research, First Time and TV Sponsorship categories for its sponsorship of the Next Top Model franchise.
• The brand’s first London 2012 creative ran in 2008, shortly after the end of that year’s event in Beijing, and took a positive and anticipatory tone, ‘looking forward’ to the next event
• Various campaigns ran in countries like Spain, where the firm’s Aquarius bottled water brand highlighted the company’s support of the nation’s Olympic squad
• Core executions such as the brand’s ‘125 years of happiness’ campaign were also updated with the Olympic logo
• Activity in the USA in February 2010 highlighted how consumers have helped Olympic dreams come true for the past 82 years by supporting the brand
• Creative in Germany informed consumers of the brand’s search for Germany’s ‘most active’ city, the eventual winner being Wetzlar