It is a common strategy for advertisers to imbue their brand with the magic of celebrity, but 2010 was a year full of cautionary tales in this area. What are the lessons for advertisers? Keith Glasspoole explains.
Purse strings seem likely to loosen slightly this Christmas despite continued worry about the economy, the looming increases in VAT and other austerity measures, according to the latest research from Ipsos ASI
Televisions around the globe were tuned to the games, with audiences and ratings in many countries surpassing those achieved during the 2006 World Cup games - but did advertising bring marketers their desired results?
Big sporting events represent an incredible opportunity for advertisers to promote and build their brands. With this February's Super Bowl now on the books, which ads were winners, which ads failed to score and what are the lessons for advertisers?
There are few brands for which 2009 will be hailed as a classic year and many are now looking at Christmas as a final opportunity to salvage something from the economic wreck of the past 12 months. But it is clear that the majority of retailers and marketers will inevitably feel the effects of the economic crisis this Christmas.
Jamie Robertson, Director for Ipsos ASI, focuses on how brands can use research to help approach the right choice of sports and evaluate whether it is a worthwhile investment for them.
