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Information is Beautiful

Anyone watching Newsnight this week may have caught the interesting feature on popular design website Information is Beautiful. For the uninitiated amongst you, the site is the brainchild of David...

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Ralph Lauren – Living the Brand

  On a recent trip to Paris, I came across the Ralph Lauren store on the Boulevard Saint Germain. Tempted across the road for a spot of window shopping, I realised that this was not simply a shop...

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I name this Olympic Velodrome ‘The Pringle’

The London 2012 velodrome was officially unveiled on Tuesday to universal media acclaim. Quite right too: it is a stunning creation. The media coverage also confirmed that the velodrome has already...

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Ballantine’s launches into the art world with the Ballantine’s 12 Art of...

Ballantine’s 12 (the twelve-year-old aged brand of Ballantine’s, the world’s number two whisky) wanted to own an engaging PR property that would help its markets generate PR at a local level  –...

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Synergy loves… The Museum of Me – by Intel

When I was eight years old, my Dad took me on my first museum outing – the Imperial War Museum in London – and a day climbing over and into tanks and cannons was as close to boyhood nirvana as it got....

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Synergy loves… Take Mokum

With the hot topic of getting more people of all ages active in the UK, a campaign produced by Nike in Amsterdam recently caught my eye that really injected ‘fun’ into running. What happened? At the...

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The New Rules of the 4th Era of Sponsorship

Sponsorship is dead, long live sponsorship   Those of you who are regular readers of Synopsis may have spotted a pattern. The lead articles are not Synergy’s random musings but rather the building...

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6 Things The Jubilee Taught Us About The Olympics

The Jubilee provided food for thought for some of the key trends to watch during the Olympics – or the Jubilympics, as Twenty Twelve‘s sublime Siobhan Sharpe would of course describe it. 1. London 2012...

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Will Team GB’s Scarf Repeat The Success of Vancouver’s Red Mittens?

You don’t have to be an Olympic expert to be familiar with the unexpected success story of Vancouver 2010: the red mittens. Over 4 million pairs were sold, and they became the iconic symbol of the...

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Badge of Honour

Almost a year ago, I wrote a blog on the latent potential for sponsors of Major League Soccer, citing climbing attendances, announcements of new teams with celebrity backers, a new major broadcast deal...

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1+51: A year-long commitment to women’s sport

Women’s Sport Week is all about raising awareness and increasing the profile of women’s sport. At Synergy we’re all in! From the record-breaking audiences for GB Women’s Hockey gold medal match to...

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Synergy Launch “The Pledge”

We're offering three governing bodies the chance to receive £25,000 worth of creative time to promote their women’s game. 2017 sees a jam-packed year of women’s sport, with highlights such as the...

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Inspiring the next generation

We believe Women’s Sport Week is more than just important.  It raises awareness of a key, rapidly growing, section of our industry.  It allows us to talk and debate key issues and helps make heroes of...

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Synergy Spotlight

1. Your career in one paragraph?I have coached since I was 16 in Australia. After retiring I wanted to give back to the sport that gave me such amazing opportunities so I got involved with the GB U19...

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The British and Irish Lions are rugby’s greatest franchise – but do their...

" The thing with the Lions is that logic has nothing to do with it. They are magical. And that is the thing that fans and sponsors buy into. The Lions represent the purest of values. They offer a...

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A VERY NECESSARY (R)EVOLUTION

Recently I became a fully paid up, lycra-clad member of the cycling community. And it strikes me that there might not be another sport so out of touch with my generation.Using the sport’s own...

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Synergy Spotlight

The 2017 ICC Women's World Cup, the oldest and most prestigious international women's cricket tournament, is back on home soil after 24 years and England have booked their place in the final at Lord’s...

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Re-claiming London 2012’s marketing promise

How much would we all give now for another month like London 2012, which began five years ago this week? The memories remain crystal clear. The stadiums were ready on time, and packed out....

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Investigating the commercial landscape of women’s football and why it’s in...

"There is a very strong brand and economic case for why a brand would sponsor women’s football. One in five women are the main breadwinners in the family. There is a fast growing female economy -...

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#NeymarPSG – The View From Brazil

Brazil is naturally buzzing about Paris St Germain’s swoop for Neymar. Even with the Brasileirão at full throttle and the Libertadores reaching its knockout stages, Brazilian football has had to share...

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