Marketing lessons from Augusta
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.
Brands backing women’s sport is wonderful – but they are followers, not leaders
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.
Beware the Big Eventer
The rise of the Big Eventer is the sports business story of the last decade.
Brands shouldn’t ignore sponsorship’s point of difference
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.
The sports agency dilemma | Is it better to be a narrow expert or big and clever?
Christmas is a time for family.
More specifically, it’s when your family asks that question.
‘Forgive me’, says the racist uncle on his fifth egg nog, 'but what is it you do again?’.
It’
Inauthenticity of ‘The Match’ shows why marketers should leave the Ryder Cup alone
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.