Sports Sponsorship: How the Money Works
Sponsorship is how most of professional sport is actually financed. A shirt front, a stadium name, a competition title and a jersey on a cycling team are all the same...
Marketing
Documents sponsorship values, consumer behavior gaps, and advertising strategies across sports leagues and events.
Growing First-Party Data After the Cookie Deprecation
First-party data is information a company collects directly from its customers and users. It arrives through website visits, app usage, transaction histories, email interactions, support tickets and in-store activity. Second-party...
The Rise of Chatbots: A 2016-2020 Hype Cycle That Ended
The period from 2016 to 2020 was the boom years for business chatbots. It was a distinct historical phase that has since concluded. Most early, simple scripted chatbots were replaced...
Raconteur built a LinkedIn audience: 170k followers
In an interview published on LeadMonitor.ai, the head of Raconteur, a business publisher and Sunday Times brand, detailed the precise material and distribution tactics behind the company's LinkedIn expansion. The...
The AI Events That Defined 2023 and Changed the Industry
Artificial intelligence moved from a research niche to a boardroom imperative in 2023. ChatGPT crossed 100 million monthly active users by January, a rate of adoption no consumer application had...
Event Sponsorship: Strategy, Valuation, and ROI Explained
Event sponsorship is a marketing discipline in which a company pays cash or provides in-kind value to an event owner in exchange for the right to associate its brand with...
Empathetic B2B Marketing: Why Logic Alone Fails Buyers
B2B marketing has long treated buyers as rational decision-makers who weigh features, ROI, and efficiency above all else. That assumption is incomplete. A landmark thought-leadership piece argued that B2B buyers...
How ChatGPT Reshaped Marketing Workflows and Strategy
By mid-2024, ChatGPT and comparable AI tools had become standard equipment inside marketing departments, not experimental toys. OpenAI launched ChatGPT on November 30 2022. By January 2023 it had reached...
How Mo Farah and Rafael Nadal Built Trademark Portfolios
Sir Mo Farah and Rafael Nadal have each turned their names, logos and signature celebrations into protected trademarks with the European Union Intellectual Property Office. Farah secured exclusive rights to...
P&G CEO defends Gillette ad backlash
In January 2019, Procter & Gamble CEO David Taylor found himself defending a Gillette advert that had split the internet in two. The 'We Believe' short film, released online on...
ChatGPT marketing: use cases, results, limits
ChatGPT arrived on November 30, 2022. By January 2023 it had crossed 100 million monthly active users, the fastest consumer-application adoption on record. Marketers were early and heavy adopters. The...
Gambling sponsorship in football: the scale and the ban
In April 2023, Premier League clubs agreed to strip gambling logos from the front of matchday shirts by the end of the 2025/26 season. The ban is voluntary. It is...
