Posts

Friday Press Review I October 30, 2020

Image
Here are some of the most interesting articles of the last weeks selected by The Consultancy Group:

Friday Press Review I October 16, 2020

Image
Here are some of the most interesting articles of the last weeks selected by The Consultancy Group:

Local marketing: how the pandemic reinforced digital and local

Image
Unfortunately, we can’t read the tea leaves of medicine and government data but it’s safe to say that COVID-19 and its recessionary impacts may be around for a while. The market may take years to recover, but it’s not all bad! Some businesses have actually grown with the pandemic and the recent quarantine and travel restrictions have changed our habits in ways that may benefit our future.  In the face of the economic turbulence, marketers are anticipating lower budgets and higher goals. We may be looking at a “swoosh” recovery, akin to Nike’s logo, dropping fast but coming back up again slowly and steadily. Which begs the questions: will marketing and brands be able to survive this new reality? Is the new status quo going to remain indefinitely? The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can visit, to the priorities we have and the way we spend our time and money. What we see happening here in Switzerland is also happening around the worl…

Friday Press Review I October 2 2020

Image
Here are some of the most interesting articles of the last weeks selected by The Consultancy Group:

Athletes’ sponsorships: the curious case of Neymar

Image
In 2018, our article Federer and the golden nugget: the value of athletic sponsorship honed in on the art of finding a perfect fit between a brand and an athlete. We talked about Brazilian superstar and forward for the Paris Saint-Germain football team, Neymar da Silva Santos Jùnior. Already admired from a very young age, Neymar was nicknamed “O Ney”, in reference to “O Rey”, the alias given to the legendary footballer Pelé. The bar was set high for young Neymar. Nike knew he was special from the start and decided to make a long-shot bet that he would live up to his reputation.Imagine you’re a 13-year-old teenager, already playing first team for Santos FC in Brazil, and the biggest sports brand in the world knocks at your door offering you a brand ambassador deal. Would you be crazy enough to say no?
Of course not! So, the wonderkid signs with Nike in 2005, becoming one of the youngest brand ambassadors not only in Brazil but the whole of South America. Nike’s bet paid off big time whe…