The DataPOWA view on the most important talking points in the worlds of sports sponsorship and digital.
Gideon Spanier is the Global Head of Media for Campaign Magazine. Here he’s talking to the London Evening Standard about the recent glut of brand advertising pitches. On top of all its shenanigans with the competition authorities over the Fox deal, Sky has just kicked off a review of its £400 million media-buying accounts for the first time in 13 years.
The UK Government, another major advertiser, is reviewing its £140 million media account. Other leading brands including McDonald’s, Mars and Adidas — advertised by Paul Pogba (pictured) — are in the process of reviewing their media planning and buying globally. A big company putting its account up for review always gets pulses racing in ad land and pitching is the lifeblood of agencies because it sustains them and helps them grow.
To read the full article, visit The Evening Standard
Tags: Sponsorship, Pitching, Sky, UK Government
Like a lot of 23-year-olds, Omar Raja started an Instagram account in college because most of his friends were on Instagram. Unlike a lot of 23-year-olds, Raja’s Instagram account was a lot more than selfies and food porn. He amassed 8.2 million followers, including NBA superstars LeBron James, Steph Curry and Russell Westbrook, used the account to land his first job and helped start viral internet memes, like the “Running Man Challenge” and the “Drive-By Dunk Challenge.”
To read the full article, visit The Recode
Tags: Omar Raja, House of Highlights, Instagram
Chris Blivin is Director, Commercial Partnerships & Esports for Lagardère Sports. In VentureBeat he asks why aren’t more brands using esports as a marketing platform? It reaches an attractive millennial demographic. From the classical marketing viewpoint, the customer lifetime value of the esports millennial is significant for brands and worthy of meaningful marketing spending.
He goes on to say, the answer is simple: perceived risk. No one wants to be laughed out of the room for suggesting an investment in a platform that few understand or are familiar with, Esports is still in its infancy.
To read the full article, visit The VentureBeat
Tags: Esports, Gaming