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Does the rapid growth of eSports show it provides a legitimate alternative to real sport for brands?
By Chris Coles | Dec 17th, 2014 | YouTube, Samsung, eSport, Gaming

As consumption patterns of music, entertainment and sport continue to shift, so too does the approach of rights holders, brands and agencies. The growth and quality of internet access has allowed...


Why 'Top-Down' Is Better Than 'Bottom-Up' For Sponsorship Activation
By Chris Pinner | Dec 17th, 2014 | P&G, Teaser Campaign, Capital One Cup, sponsorship activation, Capital One, Bupa Boost Zone, Activation, Ryder Cup 2014, Ryder Cup sponsorship, Standard Life Investments, Sponsorship Measurement, Sponsorship Evaluation, Sponsorship Metrics, Sports Sponsorship Measurement, Sports Sponsorship Effectiveness, campaign plan, campaign activation

Most brands know sponsorship is a great way to connect their brand to their target audience. Most brands strive to deliver great campaigns and activation programmes. Most brands take a...


Whose Name's on The FA Cup?
By Steve Spencer | Dec 16th, 2014 | Rugby, PR, FA Cup sponsorship, Capital One Cup, Synergy Decisions

Since Budweiser’s decision to withdraw from its £9m per year deal at the end of last season, The FA Cup has been without a main sponsor, with the FA as yet to find a suitable replacement lead...


A year like no other: Synergy's 2014
By Synergy | Dec 16th, 2014 | Rugby, Aviva, RBS 6 Nations, Coca-Cola, BMW, Ryder Cup, Commonwealth Games, RBS, Bupa, Guinness, Royal Salute, Capital One Cup, MasterCard, Capital One Cup Final, Capital One, Real Time Marketing, SSE GoGlasgow, Standard Life Investments, Canterbury, IG, Williams Martini Racing, Monza

As another year comes to an end, now seems a suitable time to reflect on a whirlwind 12 months for Synergy. Here we outline some of our most innovative work in 2014, what the wider implications...



LewisDavey1 The bomb is still there Quinn, so just do it next Sunday #Homeland

1 hour 55 mins ago

yonnex101 Can't believe Mark didn't plump for ClimbMedia. Would have been really catchy. #TheApprentice

2 hours 33 mins ago

LewisDavey1 Carrie, Quinn, please sort this mess out #Homeland

2 hours 48 mins ago

JayT0989 Dear Chicago Bears, you have a tight end called Martellus Bennett. Would have been nice if you gave him the ball today. #FantasyFootball

2 hours 49 mins ago

LewisDavey1 Catching up on the #AvivaPrem Slightly concerned Burgess didn't spot the blindside was open for the Gloucester try.

3 hours 9 mins ago


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