The Consultancy is in the blog

Citius, Altius, Fortius By Emily Turrettini The famous Olympic motto which motivates all high performing athletes, also inspires the sports companies that cater to them – as they develop the scientifically designed gear which enables them to go faster, jump higher and be stronger.  But technology enhanced clothing is often the subject of debate for giving an unfair advantage to those who wear them.   Famously, the Speedo LZR full body-length swimsuit made of polyurethane, worn by athletes in the 2008 Olympics, broke 13 world records and was subsequently banned from Games. The suit both compressed the body while trapping air for buoyancy, reducing drag and friction, allowing the swimmer to move faster on the water. Even Michael Phelps, who won seven medals at Beijing wearing the Speedo LZR, agreed with the ban.  USA Today But now, it’s Nike's carbon blade and air-foam footwear models in their Vaporfly range , which are the subject of controversy, as...

Pexels 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. In July 2019, eMarketer projected that 31 million people in the US will shop using a smart speaker by the end of the year, a 31.6 per cent increase from 2018. Adoption rate is projected to increase at a compound annual growth rate of nearly 48 per cent to include over 76 million users by 2020 – next year! Going even deeper into this trend, ComScore predicts that by the year 2020, 50 per cent of all online searches will be through voice commands.  Voicebot.ai The trend clearly shows increased consumer interest in buying products and services through these digital assistants, and the world of marketing will ha...

Will the revamped Davis Cup prove a commercial success? By Merrick Haydon The 2019 Davis Cup took place last week in Madrid, as the annual team tennis event began in its new ‘World Cup-style’ format. The International Tennis Federation (ITF) entered into a 25-year agreement in August 2018 with Kosmos Global Holding, with the tournament now taking place over the course of a single week, in a single location, at the end of the tennis calendar – rather than across the year.  The new format and Kosmos, fronted by Barcelona and Spain football star, Gerard Pique, had a mixed response . Australian captain, Lleyton Hewitt, said earlier this year: “We're getting run by a Spanish football player. That's like me coming out and making changes to the Champions League.” While Andy Murray also expressed his reservations about the atmosphere: "The one thing I loved about the Davis Cup before was the atmosphere you played the matches in and the home and away element. They are so...

Célia Gimblett Professional experience / background: I was born in Belgium and I moved to Geneva when I was seven years old. I recently graduated from the Ecole Hôtelière de Lausanne with a Bachelor of International Hospitality Management. My professional experience includes internships in different sectors, such as : hospitality, human resources, real estate and communication. I most enjoyed working in the luxury watch industry. Now I wish to gain experience in marketing and more specifically in sponsoring. Languages:   My mother tongue is French but I learned English early on during my studies at the International School of Brussels. I also speak fluent German and I am working to improve my beginner’s Spanish. Sport:   I played a lot of different sports like horse-riding, tennis, badminton, swimming and dance but I was most interested in golf. I was part of the Swiss National Golf team for four years, which g...

Lacoste In an era where consumers’ blind trust has disappeared across all industries , honesty and authenticity have become the qualities that matter most. More than ever, companies are being held to higher standards . New generations expect more from brands. From the shirt they wear to the poke bowl they post on Instagram, they choose products and services that align with the values they want to project online and off, increasing the need for brands to be value conscious. Of course, customers still want value for their money. But today, specific values now count more than price .  When talking about “new generations”, of course the famous Generation Y or Millennials come to mind. The catchword generation. The game-changers. The so-called “destroyers of industries”. They were born roughly between 1980 and 1995, and have been a point of focus for the last few years. The Centennials or Gen Z are another up-and-coming, yet still largely unknown, younger group born after 199...