The Consultancy is in the blog - Full year's review

All year long, we research for our clients, monitor trends and new areas of the marketing industry, mainly in sports and luxury fields. The team writes articles on these key trends that we share on our blog. If you haven’t had the chance to read them yet, here’s a full year’s review.

Voice marketing: new opportunity or buzz?

Alexa, Google Home, Siri: fancy names, aesthetic voices. More and more people are using these digital voice assistants in their everyday lives. In the United States, smart speaker owners grew 40 percent in 2018 and today amount to 66.4 million. In other words, 26.2 per cent of the US adult population or one out of four Americans has a smart speaker at home. Read more...

You're a marketing victim, admit it!

We’ve all been there. In the grocery store, staring glossy-eyed at the 100 different pasta boxes without knowing which to choose. And then, without really giving it a second thought, we go for one brand over all the others. More often than not, our decision is influenced by age-old marketing practices. It’s another definite win for advertising – and we become a “victim” to marketing yet again. Read more...

The pandemic way: how esport is living its best life and traditional sports are keeping the pace

Early 2020 got off to a rough start, as we all know, with the outbreak of the COVID-19 virus and the measures taken to slow its spread, literally blocking a big chunk of the economy. Without a doubt, the sports industry has been hit hard. Almost all big events have been cancelled or postponed, pushing event organizers, leagues and federations to the brink of bankruptcy. Read more...

Influencer marketing: what is it and how to make it work for you? - Part 1

Influencer marketing: everyone’s talking about it. It’s been a buzzword for a while now and mainstream media refers to it constantly. But what is influencer marketing, really? To understand what influencer marketing is and how it can be leveraged by your brand, we need to understand the concept of influencers.  Read more...

Influencer marketing: what is it and how to make it work for you? - Part 2

In part 1, we’ve explained what an influencer is and how influencer marketing works. But I’m sure you want to know if it’s really effective and how it can actually help you. Read more...

Virtual events are the new normal

As the coronavirus continues to threaten the business world, many agencies and brands are turning to virtual events as an alternative. We are currently living through history's highest ever rate of change, and remote innovations are arriving faster than expected. Read more...

Will COVID-19 lead to a digital and sustainable future for fashion?

As much as fashion is a universal language, and a reflection of culture, it is also a source of angst for the planet. The fashion industry has a reputation for polluting, not only throughout the production cycle, an often decentralized manufacturing chain, but also across countless trips to fashion weeks and other events, several times per year. In the face of the current crisis and global push toward sustainability, the industry has come under intense pressure to adapt. And adapt, they will.  Read more...

Athletes’ sponsorships: the curious case of Neymar

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. Read more...

Local marketing: how the pandemic reinforced digital and local

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. Read more...

The Secret to a Forever Brand

Creating a brand to reflect a business is one of the most important missions every entrepreneur has to tackle when starting a company. Beyond a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and helps acquire new customers. But be careful, this is not a one-time mission. A brand and its branding aren’t static and can’t just be set up once and then ignored forever after. Read more...

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