Engine Cycles to Edinburgh for Sport Relief
For most people the very thought of Sport Relief and all it stands for is nothing short of humbling. This year we Engineers didn’t want to just sit on our laurels and watch the heroic efforts of funny...
View ArticleSynergy Trends in Sponsorship 2013
Marketing is moving fast. Everything is changing – virtually in front of our eyes – with new rules written even before the ink has dried on the old ones. A perfect storm of factors are converging to...
View ArticleSynergy goes Beyond the Brand for the Duchenne Children’s Trust
For regular readers of the Synergy blog, you’ll be fully aware that ensuring your sponsorship goes ‘Beyond your Brand’ is one of the key rules of the social era of sponsorship. Well, here at Synergy we...
View ArticleOur Favourite Things Of 2013
The last week before Christmas gives us a great excuse (not that we need one) to remind ourselves of some of the campaigns, films, stunts, tech, social and experiential activity that really caught our...
View ArticleNow, New & Next 2015
From one of marketing’s Dark Arts to sometime cornerstone of brand activity, sponsorship has changed a great deal over the past three decades for Synergy. We’re seeing more brands identifying the value...
View ArticleBe Cool, Be First: Does the Quest for Original Activation Concepts Come at...
All marketers are seeking that ‘first’, that innovative use of technology that is going to garner awards and make their brand, their agency, or themselves famous. In this quest for originality,...
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Bose F1 Garage Experience: The Power of Sound
Can the power of sound take you somewhere you’ve always wanted to go?Can Virtual Reality, without the visual component, be just as immersive?Bose is convinced that the answer to both of these...
View ArticleWhy Brands Aren’t Buying The Olympic Stadium Sponsorship
Naming rights sponsorships of major sports stadiums and entertainment arenas are something with which we are all very familiar. What began as a US phenomenon in the 1970s and 80s, as brands took the...
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Protests & Progress: The Continued Rise of RB Leipzig
In September 2014, I wrote a blog about how RB Leipzig were sending shockwaves through German football as they reached the 2. Bundesliga. The team have since continued with their rapid rise, climbing...
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VIDEO: The vision of the future
Content. The buzzword of modern-day marketing. Not a day goes by in the office when the word content isn’t mentioned. With all this comes a huge increase in video content, and at a time where one...
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No surprises, except maybe one: a look at LA 2024 sponsorship
The Los Angeles 2024 Olympic Bid published its Games budget overview last week, which included a first look at its estimated revenue from domestic sponsorship. The headline of the release that...
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Five Campaigns that Made 2016 a Year to Remember for Women’s Sport
For many, 2016 has been a year to forget. But amongst the obvious chaos, we are delighted to head into Christmas with some altogether more positive news. Figures released by Sport England in the last...
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And Then There Were Two: Will It Be LA or Paris That Hosts The 2024 Olympics?
This being a gap year in the Olympic cycle, in 2017 we have no Olympics to look forward to, either of the Summer or Winter variety. But, as always in these gap years, there’s an Olympic spectacle of a...
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Two Steps Forward, One Step Back
On March 7th, as I sat in the audience of Engine's 21st Century Woman event, I couldn’t help but feel the momentum behind the profile and awareness of women’s sport. We are moving in the right...
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21st Century Girls
During Engine’s 21st Century Woman event yesterday, surrounded by a collection of clients and colleagues, listening to a captivating panel of women including Stella Creasy MP and Kate Dale of...
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Engagement Design – Less is Always More
'Engagement Design' isn’t just about how your campaign looks, it’s about how your campaign works. In this digital age we have ever-decreasing attention spans. It has never been more important to use...
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A New Race Strategy
$8bn: The amount paid by Liberty Media to acquire the commercial rights to F1$750m: Sponsorship revenue in 2015, down from $950m in 2011400m: F1 television audience in 2016, down from over 600m in...
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Nike’s most successful failure yet
You don’t have to work in the sports industry to know that Nike and adidas have a long, historic, and occasionally bitter rivalry. This was put to the side at 08:20 on Saturday morning in a single...
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Be Innovative. Be Bold. Be Stunning.
We’re hit by more and more branded messages on a daily basis, which means that the attention span of the average consumer is dwindling. On TV, in print, online or even in the palm of your hands, it’s...
View ArticleA Dose Of Reality At The ICC Champions Trophy
I’m worried I have a problem and I think you might be worried that you have it too. Surely, it’s an issue that has crossed the minds of everyone who works in marketing. You see, having been in the...
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