SportsPro: The Brand Conference

An interesting day at the SportsPro Brand conference yesterday where a number of people across brands, agencies and rights holders shared some of their experiences and learnings.

A common theme across the day was the role of insights and data in our industry.  It goes without saying that this has been a long held debate and one that will run forever.  From my own time at Repucom, I know how much data there is available to brands from both a qualitative and quantitative perspective. The issue, as outlined so well by my old colleague Mike Wragg, isn't whether or not data exists (as just mentioned, it clearly does and in huge volumes) but whether or not people have identified the right data and how to make best use of that.  

We are increasingly taking more learnings from outside the sports marketing world and people such as Mike bring knowledge and skills into this niche of the marketing industry that help to explain how companies use data in other areas of their businesses and communications.  

Another example of this was provided brilliantly by Josie Stevens in her case study of how Sport England's 'This Girl Can' campaign was built and delivered. Josie's background, though based in sports marketing has clearly given her exposure across wider communications discipline.  I feel sure that this experience was a major factor in her push to gain the necessary depth of insight that led to the fundamental truth which inspired the 'This Girl Can' campaign.  Understanding the many diverse, complex and deeply rooted barriers that women face with regards to being active and/or doing sport meant that the tone of the campaign, the creative executions and the channels used were all spot on and people have been able to identify and engage with it.  

Amongst much good content, these were the parts that really stood out for me.