Richard Gillis

The US Masters has become the go-to case study in marketing excellence. Richard Gillis provides an alternative list of pointers from the golf event.   

Richard Gillis on why we should avoid the trap of projecting a moral compass on to multinationals, or thinking that brands take a leading role in important societal issues.

The rise of the Big Eventer is the sports business story of the last decade.

In the old sports business model, advertisers used to foot the bill for sports content. Now consumers are more likely to pay for the content but are still being bombarded with marketing messages. Richard Gillis asks if sponsorship would be better served by a more philanthropic approach.

In contrast to Tim Crow, columnist Richard Gillis argues the “sheer obviousness” of Woods v Mickelson in Vegas shows shows the folly of tinkering with golf.