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‘Part of the cultural fabric’: Barclays on using sport to forge ‘profound’ connections
Describing sport as a “profound way to connect”, CMO Nina Bibby believes sponsors should push boundaries and appreciate it won’t always be “slick and perfect”. Barclays has been in the sports partnership space since 2001 when it began its relationship with the Premier League, a strategy which has expanded to the Women’s Super League, Wimbledon […]
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Heineken taps WPP’s AI muscle to strengthen below-the-line marketing
A consumer scans a hidden message with their smartphone for a Heineken activation. The beer marketer has appointed WPP as an agency partner for below-the-line marketing activities, including shopping integrations for live music events. Courtesy of Heineken Dive Brief: According to a press release, Heineken has named WPP its global agency partner for shopper marketing […]
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