How did a fight, which is being referred to by some as a circus act, go from a crossover TV event to the most lucrative boxing match in history? The answer, quite plainly, is through publicity...
No matter where you turn you will see some of the biggest stars in sports endorsing brands and in return, those brands sponsor the player, the team, the league or sometimes even the sport itself...
With the exciting but scandal-ridden Rio Olympics now in full swing, I was reminded again of the arrogance of the various sports governing bodies like the International Olympic Committee (IOC), and the Federation of International Football Associations (FIFA)...
Aki Kalliatakis 17 Aug 2016
Sponsorship is not about slapping a brand or logo next to another...
Bogosi Motshegwa 17 Feb 2016
More than a century ago a cynical fellow called John Wanamaker bemoaned the fact that while he knew that half the money he spent on advertising was wasted, he couldn't work out which half...
Chris Moerdyk 3 Sep 2015
A media chronology: 'Any form of discrimination with regard to a country or a person on grounds of race, religion, politics, gender or otherwise is incompatible with belonging to the Olympic Movement.' - Article 6 of the Fundamental Principles of Olympism.
Ed Herbst 15 Apr 2014
If you could get your client R24.5m editorial coverage for two months (Jan and February), would you have happy clients or what?
Marion Scher 31 Mar 2014
NEWSWATCH: Safa has rejected anything to do with a sponsorship of Bafana Bafana by an adult dating site, reports goal.com. It's claimed bad financial management sank Goldfields newspaper Gold-Net, reports IOL, and TechCentral reports the Internet Service Providers' Association reckons Telkom's transit fee is 'legally illogical'.
Rod Baker 20 Nov 2013
As we all know, when individuals achieve some degree of celebrity status, they become brands in their own right, just like any other brand. The question is how does one measure the value of a brand ... and in the case of this article, how can we determine the value of brand Oscar Pistorius?
Don MacRobert 28 Feb 2013
In part I, I clarified what makes sponsorship such a powerful marketing tool. Here, in part II, I will give some trends for 2013, taken from some best practice work in 2012, and I will explain how the South African industry needs to adapt and evolve in order to achieve success and results going forward. (video)
Struan Campbell 10 Feb 2013
It's that time of the year where agencies are asked to haul out the old crystal ball and provide pearls of thumb-sucking wisdom. Before we do so, it would be wise to see how history might repeat itself. Reflecting briefly, for experiential marketing, 2012 was quite a year locally and abroad. Oh, and mazeltov on surviving the Mayan apocalypse - it was touch-and-go for a second there.
Mike Silver 29 Jan 2013
In 2012, brands asked some pertinent and challenging questions pertaining to influencer outreach and seeding their products. Insights gained both as a delegate and a speaker at a number of enlightening conferences over the past year have led me to the following observations about what brands want and how Africa's youth prefer to be communicated with - from a marketing and advertising perspective.
Mongezi Mtati 21 Jan 2013
Radio has always baffled media futurologists, effortlessly bouncing back from perceived 'threats' such as recession right through to technological revolution - something consistently touted by 'radio assassins' as the next to bring about the demise of the medium. Bucking the trend, year-on-year growth as an industry remains at a steady increase and this demonstrates its enduring relevance.
Matona Sakupwanya 21 Jan 2013
I'm quite new to education, but completely immersed and have much to say. I thought I'd focus my crystal ball on a broad range of education industry issues, and wanted to avoid at all costs penning another "Have you heard about Khan Academy?" piece, (But now that that's done)...
Josh Adler 18 Jan 2013
How are P&G and Unilever differentiated? Does the Coca-Cola Company want to be known for obesity or health? Will supermarket brands be strengthened or weakened by their supply chains? The perfect storm of social media, continuing social unrest, concerns over the economy and environment will batter brands that are not resilient and adaptive, while shaking established ad agencies to their foundations.
Mike Freedman 17 Jan 2013
Whenever I'm having a bad day, I remind myself of this: at least I'm not one of those people who used to wear a yellow Livestrong bracelet. Or worse, one of those diehards who still wear them (earlier today, while having lunch in a coffee shop in a Sandton shopping centre, I spotted a man wearing one. He was wearing a checked shirt and chinos, so he wasn't being an ironic hipster).
Sarah Britten 16 Jan 2013