Creativebrief’s Post

Had the pleasure of catching up with the wonderful Alice Audley yesterday. So amazing to hear the incredible plans for the bCreator (formerly Blogosphere) awards - it truly is the highlight of the year for people in the industry. There are a few places left for sponsorship and tables - it's a brilliant way of getting exposure and your brand in front of some of the brightest creatives in the space. I can't recommend it highly enough, do drop me a note if you think it might be of interest as I know they're filling up quickly. #influencermarketing #creatormarketing

Way to go, Sanford "Sandy" Lechner, for taking the stage at MediaPost BIS #QSR! His presentation “Capturing Share of Stomach” explored QSR strategies for Q4 and beyond, hitting on industry trends and challenges such as #personalization, #customerloyalty, #cookielessfuture, and more!

Approaching potential sports partnerships with a clear framework for valuation and negotiating is key. Here’s how to do that effectively: 1️⃣ Negotiating Assets: Focus on key categories: branding & signage, media & digital assets, hospitality & VIP experiences, promotional rights, community involvement, and data access. Understand what each asset offers and how it aligns with your goals. 2️⃣ Valuing Partnerships: Assess the value of each asset based on your strategic priorities. Whether you're aiming for increased brand awareness, enhanced fan engagement, or unique VIP experiences, tailor your focus accordingly. Consider the partner’s brand alignment and reputation to boost your own image. 3️⃣ Termination Clauses: Clearly define the terms for ending the partnership. Include notice periods, termination fees, and handling of remaining assets. This ensures both parties have a shared understanding and protection against unexpected outcomes. Read more here: https://lnkd.in/ghapwE-B #sports #sportsbiz #linkedinsports

2024 SportNXT debrief Slick presentations, hype reels, technology and speakers. Prominent topics explored across the global sports industry: High-performance, major global events, broadcast rights, commercial partnerships, brand activation and storytelling, technology, funding, sustainability and inclusion. Strong themes: The growing divide underneath the top tier sports. Designing strategy around authenticity, unique opportunities and where the market is. Managing expectations and execution for distinct phases: growth, revenue, profitability and sustainability. Great venue and hospitality at Centerpiece. Nice to meet and chat with some interesting people. Lots of content to digest. Good couple of days overall.

“The only constant in life is change.”    It’s true. Nothing stands still.     But I’m sure most of us feel today it’s the speed of change that is most alarming. In sport, in particular, it is easy to feel that we stand on a precipice, never quite sure what’s tracking towards us from the other side of the void.     Our new brand, which we unveil for the first time today, pays heavy reference to this arena of uncertainty, for it is here that opportunity is born.     Sport is a land of infinite possibility. Why? Because sport is the ultimate vehicle for good. Health and wellbeing. Societal change and cultural uplift. Education and enfranchisement. Sustainable investment. Environmental protection.     Sport either has the capacity to drive direct benefit in these areas, or the ability to carry the messages that can drive positive moves in each.     So, from today, we lay out a new model for 54, in which we transition from challenger events, marketing and sponsorship agency to an agent of change in sport, seeking to turn the unknown into opportunity.     Our new operational model (and several developments in the pipeline) allows 54 to position as an ally to governing bodies, federations, brands, investors and individual fans who share our belief in the power and possibilities offered by sport. Who share our belief that the value sport can create is unmatched, and our opinion that too often value is being unrealised and left to spoil on the table of opportunity.     It means stepping out of our comfort zone. Challenging conventional wisdom. Acknowledging that the success of yesterday does not safeguard tomorrow. Forever stepping forward with curiosity to foresee what’s coming through the fog of the future that we can harness in our mission.    We call it ‘Pushing the Edge’ and it’s revolutionising the ways we do what we do.     Visit www.weare54.com #PushingTheEdge #WeAre54

Say hello to 54.     Over the past few months, our teams have been working to redefine our brand, delving deep into the essence of who we are and where we aspire to be in the future. This culminated with the launch of 54 signalling a new dawn for the group.     Our new brand reflects the spirit of a truly incredible group of individuals, connected through commitment to innovation and excellence, and sharing a vision for a better future heavily impacted by sport.     Such are the shifting sands of the modern world, no one can tell you exactly how that vision will be realised. But part of the thrill of working in sport is the exhilaration of anticipation. The not knowing. The trying. The failing. The picking-yourself-up-dusting-yourself-off-and-going-again. The endless possibilities.     Our brand bottles our never-say-die attitude and marries it with a mission to push at the edges of conventional wisdom. To peer deeply into the future, and to utilise emerging technologies, creative thinking and a heavy dose of ambition to capitalise on what’s emerging through the fog more quickly and more impactfully than anyone else.     Our tagline is ‘Pushing the Edge’, it’s a challenge to ourselves to keep stepping out of our comfort zone and beyond what history tells us may be possible.     54 made its name in golf. We’re extremely proud of the work we have done in the sport, and even more grateful for what it has given us as individuals and as an organisation. It’s also given us the opportunity to prove our ability to come at the biggest challenges from a different angle. To be a challenger to the status quo. And to do it all for the ultimate betterment of a sport we love.      And we see the same challenges we saw in golf across the sporting landscape.     So, we’re diversifying, moving into new sports, and offering additional services through our Strategic Advisory (Consultancy and Data & Insights), Asset Optimisation (Operations and Commercial) and Activation and Engagement (Marketing and Events) verticals.     We’re not moving away from our heartlands of marketing and event services, but we are enhancing our proven ability to positively influence the evolution and impact of investments in sport at the highest possible level by integrating valuable new capabilities.     These additions are designed to provide holistic support and unlock new opportunities for our clients across the sporting landscape. Our intention is to see more of the latent value inherent to sport realised for investors, fans and communities around the world. That’s no small task, and we’re just at the start, but it’s a challenge we can rally around for the years to come.     So, as we step out towards this bright new future, I extend my sincere gratitude to our incredible team, clients, and partners who have supported us on this transformative journey. Your trust inspires us to reach new heights, and we are excited to embark on this next chapter together.     #PushingTheEdge #WeAre54 

It's the beginning of rankings season at WARC! Today marks the launch of the first of our annual rankings reports, the #Creative100, which ranks the world's best campaigns and companies for creativity. Stay tuned over the next three weeks as we announce the best campaigns and companies for media as well as the most awarded campaigns for effectiveness. And make sure to follow WARC's Amy Rodgers for bucket loads of insight into the relationship between creativity and effectiveness. #Creative100 #Media100 #Effective100

Transforming sponsorships into compelling visual narratives Here’s the pitch deck, a dynamic blend of visuals, statistics, and graphs – an engaging journey that showcases the immense value our event offers. No boredom here, just a captivating exploration of opportunities. Ideal sponsorship game is with a pitch that speaks volumes at a glance. #PitchPerfection #VisualStorytelling

Supercharge and organize event assets to maximize their engagement [and value]. Every asset deserves a chance, and for creatives... go to town by using all senses and including multiple objectives. #experientialmarketing #sponsorshipmarketing #sportsmarketing #eventmarketing #eventindustry #eventmeasurement #onxiteanalytics

Embarking on sponsorships can be thrilling, but watch out for these pitfalls!  Avoid superficial matches - choose sponsors aligned with your values for authentic connections.  Don’t ignore the fine print - scrutinize contracts to ensure fairness and transparency on both sides.  Beware of overcommitment - select a manageable number of sponsorships to maintain quality engagement.  Don’t keep sponsorships separate from advertising strategies.  Align brand sponsorships with advertising strategy and utilize sponsorship assets to extend the reach of your brand message.  Finally, resist the temptation to just look at the dollars - opt for meaningful partnerships that resonate with your audience and create win-win benefits for lasting impact.  Stay authentic and navigate clear of these common pitfalls. #SponsorshipSuccess #AvoidPitfalls