Insights
Notes on marketing that has to work commercially
Sponsorship, retail partnerships and the Australian sport and entertainment market — written from inside brand, retail, media and rights-holder teams.
Sponsorship
Sponsorship activation: turning rights into commercial return
Most sponsorships are bought well and activated poorly. The rights fee buys access; activation is what turns that access into audience attention and commercial return.
Retail
Retail partner marketing: making joint business planning work
Brand campaigns are usually built centrally and executed by someone else. Retail partner marketing is the discipline of making sure the story survives that handover.
Market view
Marketing in sport and entertainment in Australia
Australia is a small market with an unusually dense sporting and cultural calendar. That combination rewards brands that plan against moments and punishes brands that spread themselves evenly.