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London 2012 Olympic mascots: Wenlock and Mandeville

It’s a very exciting time when the mascots are announced for any Games.  Admittedly, this excitement is normally reserved for those aged under ten, and rightly so.  However, I feel very fortunate that...

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Olympic Games – live now!

Don’t worry, Boris Johnson hasn’t called a snap Olympics!  The Games in question are the inaugural Youth Olympic Games which are currently taking place in Singapore, and which represent a long-awaited...

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Is the UK ready to embrace the Olympics?

With approximately 500 days remaining before the Opening Ceremony of the London 2012 Olympic Games, this is a question many are asking.  Since the Olympics were awarded to London, the London Organising...

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FIBA gives British Basketball a shot

I for one was pleased to see the recent news that FIBA has given the British Basketball Team the chance to represent Team GB at the Games in 2012 – a result that sees Team GB represented in all sports...

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Introducing the Socialympics

Social media is revolutionising sport, creating huge challenges and opportunities for rights holders, athletes, brands and the media, and transforming consumers’ experience of major sporting events....

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BMW Presents: The Ultimate Performance

February saw us launch a major new campaign for BMW as part of our integrated work with the EngineDare team: an incredible series of short documentaries that celebrate BMW’s partnership with London...

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Reflections on the Socialympics

“With the major social networks now at critical global mass, London 2012 will be the first truly social Olympic Games – the first Socialympics.” That’s how I introduced our Socialympics event last...

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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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The Endorsement Olympics: Brands’ London 2012 GB Athlete Strategies Analysed...

With Team GB’s first gold medals won, national attention is naturally focused on GB’s Olympians. So this seems like the perfect time to reveal our analysis of brands’ GB athlete endorsement strategies,...

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Digital at Glasgow 2014: Let the Games Begin (again)

By Alex Balfour, Engine Chief Digital Officer and former London 2012 Head of New Media The London Olympic and Paralympic Games marked a high watermark for digital engagement. Although it was not the...

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VIDEO: The vision of the future

Content. The buzzword of modern-day marketing. Not a day goes by in the office when the word content isn’t mentioned. With all this comes a huge increase in video content, and at a time where one...

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No surprises, except maybe one: a look at LA 2024 sponsorship

The Los Angeles 2024 Olympic Bid published its Games budget overview last week, which included a first look at its estimated revenue from domestic sponsorship. The headline of the release that...

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Five Campaigns that Made 2016 a Year to Remember for Women’s Sport

For many, 2016 has been a year to forget. But amongst the obvious chaos, we are delighted to head into Christmas with some altogether more positive news. Figures released by Sport England in the last...

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And Then There Were Two: Will It Be LA or Paris That Hosts The 2024 Olympics?

This being a gap year in the Olympic cycle, in 2017 we have no Olympics to look forward to, either of the Summer or Winter variety. But, as always in these gap years, there’s an Olympic spectacle of a...

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Two Steps Forward, One Step Back

On March 7th, as I sat in the audience of Engine's 21st Century Woman event, I couldn’t help but feel the momentum behind the profile and awareness of women’s sport. We are moving in the right...

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21st Century Girls

During Engine’s 21st Century Woman event yesterday, surrounded by a collection of clients and colleagues, listening to a captivating panel of women including Stella Creasy MP and Kate Dale of...

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Engagement Design – Less is Always More

'Engagement Design' isn’t just about how your campaign looks, it’s about how your campaign works. In this digital age we have ever-decreasing attention spans. It has never been more important to use...

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A New Race Strategy

$8bn: The amount paid by Liberty Media to acquire the commercial rights to F1$750m: Sponsorship revenue in 2015, down from $950m in 2011400m: F1 television audience in 2016, down from over 600m in...

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Nike’s most successful failure yet

You don’t have to work in the sports industry to know that Nike and adidas have a long, historic, and occasionally bitter rivalry. This was put to the side at 08:20 on Saturday morning in a single...

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Be Innovative. Be Bold. Be Stunning.

We’re hit by more and more branded messages on a daily basis, which means that the attention span of the average consumer is dwindling. On TV, in print, online or even in the palm of your hands, it’s...

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