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Author archive for ‘Synergy’

Are there now too many marketing stunts that centre on dates?

EDF’s unilaterally-declared ‘Green Britain Day’ received more attention from rival energy suppliers than consumers, driving debate that the proliferation of such events has devalued them.

Tim Crow comments in Marketing magazine’s Marketing Society Forum. To read the article, click here

By Synergy on July 31st, 2009

Tags: Press Clipping

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Old boys’ network damaging female athletes’ success, warns report

Karen Earl quoted by The Times, in a piece by Ashling O’Connor highlighting a forthcoming Government-backed report which reveals that a crisis in women’s participation in sport is being exacerbated by a lack of female representation at board level in UK sport.

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By Synergy on July 6th, 2009

Tags: Press Clipping

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Abu Dhabi Media Company win Premier League TV rights

Tim Crow comments in The National on the implications of the award of exclusive Premier League TV rights in the Middle East to Abu Dhabi Television.

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By Synergy on July 6th, 2009

Tags: Press Clipping

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F1 row puts sponsor brands on alert

Against the background of the latest F1 power struggle, Scott Garrett comments on F1 sponsorship contracts.

Click here to read the article from Marketing.

By Synergy on June 24th, 2009

Tags: Press Clipping

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From a tin hut to a shed load of money: Ronaldo is the real deal

Tim Crow comments in The Times on the marketing implications of Cristiano Ronaldo’s transfer from Manchester United to Real Madrid.

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By Synergy on June 12th, 2009

Tags: Press Clipping

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A Chivas Experience in Paris

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It’s one of those projects that all of us ladies dream of… spending two weeks on an event in Paris working on the Chivas Regal brand collaboration with celebrated French designer, Christian Lacroix.

Using their sponsorship of the Cannes Film Festival as a platform to launch their latest designer collaboration to the media, Chivas Regal commissioned Synergy to oversee all the guest management for the event and to arrange a specially tailored Lacroix 24 hour Experience in Paris for key media to celebrate the launch of the limited edition Chivas 12 magnum designed by Lacroix himself.

And so I found myself in Paris for two weeks. Staying at the stunning boutique Hotel du Petit Moulin, the original hotel in Paris designed by Christian Lacroix and spending time in the infamous Marie district of Paris which has provided the designer with much of his inspiration.

A tailored programme was developed for each group of media who attended, including visits to the Christian Laxroix flagship store in Paris to view the designer’s latest collection, a private viewing at the Mauboussin Chocolate bar, a tour of the Bellechasse hotel and a visit to the newly opened Merci concept store.

A unique Paris venue, created by the former owners of the luxury French children’s brand Bonpoint, Merci brings together a combination of high fashion, homeware, books, flowers and more in a 1,500m2 former industrial building. The design of the store is updated every six weeks, when a new designer inputs their creativity within the impressive space. In addition to being a unique commercial space and wowing the international journalists who we took to the store, the guests were even more inclined to buy a keepsake from the store having learned that Merci donates all of its profits to a children’s charity in Madagascar.

In addition to the fashion and design elements of the experience, we arranged for all the guests to experience Chivas within a selection of Paris’s top venues, including the Cristal Room Baccarat and Pershing Hall.

So, it’s been back to earth with a bit of a bang this week… no more private viewings in Christian Lacroix or luxury French cuisine for me… although arguably, for my credit card at least, that’s not a bad thing.

By Synergy on June 4th, 2009

Tags: Alcohol, Film, Sponsorship, The Arts

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Synergy celebrates 25 years

Exactly one year after we evolved into Synergy and moved into the Engine Group’s headquarters on Great Portland Street, today we proudly celebrate our 25th year in business. Originally founded in 1984 as Karen Earl Sponsorship, the multi-disciplinary specialist consultancy remains at the pinnacle of the sponsorship industry, operating worldwide and working with some of the biggest global brand names including Aviva, Ballantine’s, Betfair, British Airways, Chivas Brothers, Coca-Cola, Guinness, Philips and RBS.