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	<title>Synergy Blog &#187; Branded content</title>
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	<link>http://www.synergy-sponsorship.com/blog</link>
	<description>The Sponsor&#039;s Consultancy</description>
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		<title>Experiential Marketing in 2012: Trends, Tech and Trailblazers</title>
		<link>http://www.synergy-sponsorship.com/blog/20120125/experiential-marketing-in-2012-trends-tech-and-trailblazers/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20120125/experiential-marketing-in-2012-trends-tech-and-trailblazers/#comments</comments>
		<pubDate>Wed, 25 Jan 2012 15:18:16 +0000</pubDate>
		<dc:creator>Lisa Parfitt</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Flash mobbing]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Mobile]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20120124/</guid>
		<description><![CDATA[In a year of huge cultural, historical and sporting relevance, brands will be (and already are) fighting for ‘white space’ and unique ways to engage with the British public. During this very busy year the strategy and tactics that brands choose are critical, which is why we decided to use this Synopsis to look at [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Synergy Loves&#8230;Rolls-Royce &amp; Rankin: Spirit of Ecstasy</title>
		<link>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-rolls-royce-rankin-spirit-of-ecstasy/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-rolls-royce-rankin-spirit-of-ecstasy/#comments</comments>
		<pubDate>Wed, 25 Jan 2012 15:13:19 +0000</pubDate>
		<dc:creator>Matt Kiernan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Art & Design]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Synopsis]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20120118/</guid>
		<description><![CDATA[What happened? In order to celebrate 100 years since the creation of the Spirit of Ecstasy, our fellow ‘Engineers’ ‘Partners Andrews Aldridge’ and Rolls-Royce commissioned the British photographer Rankin to capture 100 contemporary images of the female form that are inspired by Rolls-Royce’s renowned symbol, including her power, speed and beauty. In his own words, this [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-rolls-royce-rankin-spirit-of-ecstasy/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Rugby World Cup 2011 Post Mortem</title>
		<link>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/#comments</comments>
		<pubDate>Tue, 06 Dec 2011 10:20:21 +0000</pubDate>
		<dc:creator>Tom Gladstone</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Rugby World Cup]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[All Blacks]]></category>
		<category><![CDATA[Rugby World Cup 2011]]></category>
		<category><![CDATA[Social media engagement]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111110/</guid>
		<description><![CDATA[Over a month on from the Rugby World Cup Final and the post mortems are just about complete. Global TV audiences of 4 billion have been reported, social media round-ups published, teams of the tournament have been selected by all and sundry, and the New Zealand Herald has discovered some other sports to write about. [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>A brief history and long future for content</title>
		<link>http://www.synergy-sponsorship.com/blog/20111013/a-brief-history-and-long-future-for-content/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111013/a-brief-history-and-long-future-for-content/#comments</comments>
		<pubDate>Thu, 13 Oct 2011 12:25:49 +0000</pubDate>
		<dc:creator>Colin Burgess</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Alcohol]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Television]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[YouTube]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Social Media Strategy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[TV advertising]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111007/</guid>
		<description><![CDATA[Content forms an integral part of our work; understanding the factors regarding emotional and intellectual engagement with an audience are important in order to create meaningful experiences. The aim of this article is to trace the evolution of content creation and delivery in light of advances in technology and changes in social activities; hopefully giving [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
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		<title>Synergy Loves&#8230; ASOS: The Urban Tour</title>
		<link>http://www.synergy-sponsorship.com/blog/20111013/synergy-loves-asos-the-urban-tour/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111013/synergy-loves-asos-the-urban-tour/#comments</comments>
		<pubDate>Thu, 13 Oct 2011 11:06:07 +0000</pubDate>
		<dc:creator>Emily Waring</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Fashion]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Television]]></category>
		<category><![CDATA[The Arts]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[London]]></category>
		<category><![CDATA[London Fashion Week]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110926/</guid>
		<description><![CDATA[What happened? Online fashion retailer ASOS has continued its pioneering digital approach by utilising urban culture to promote its new 2011 Autumn/Winter menswear collection. Through a new online experience, the ASOS Urban Tour uses an interactive platform to showcase its latest range, by zooming in on a variety of street performers including skaters, dancers and [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111013/synergy-loves-asos-the-urban-tour/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The New Rules of the 4th Era of Sponsorship</title>
		<link>http://www.synergy-sponsorship.com/blog/20110901/the-new-rules-of-the-4th-era-of-sponsorship/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110901/the-new-rules-of-the-4th-era-of-sponsorship/#comments</comments>
		<pubDate>Thu, 01 Sep 2011 10:23:56 +0000</pubDate>
		<dc:creator>Carsten Thode</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Consultancy]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Event management consultants]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Food & Drink]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship consultants]]></category>
		<category><![CDATA[Sales promotion]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Twitter]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[abcde]]></category>
		<category><![CDATA[social era]]></category>
		<category><![CDATA[Synergy framework]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110825/</guid>
		<description><![CDATA[Sponsorship is dead, long live sponsorship &#160; 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 blocks of a bigger story about the new rules of sponsorship. But before we get to the rules, a little bit of [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110901/the-new-rules-of-the-4th-era-of-sponsorship/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synopsis, July 2011 &#8211; Passion Pointers</title>
		<link>http://www.synergy-sponsorship.com/blog/20110726/synopsis-july-2011-passion-pointers/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110726/synopsis-july-2011-passion-pointers/#comments</comments>
		<pubDate>Tue, 26 Jul 2011 16:01:16 +0000</pubDate>
		<dc:creator>Tom Gladstone</dc:creator>
				<category><![CDATA[Betfair]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[FA Cup]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8442</guid>
		<description><![CDATA[Like the vast majority of sports fans watching the events unfold at Royal St George’s, I found myself willing a Darren Clarke victory &#8211; this despite a fairly uneducated £5 pre-tournament punt on Phil Mickelson. The emotional pull of seeing a people’s champion claim the Claret Jug was stronger than the rational tug of reversing [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110726/synopsis-july-2011-passion-pointers/feed/</wfw:commentRss>
		<slash:comments>4</slash:comments>
		</item>
		<item>
		<title>D is for Dialogue</title>
		<link>http://www.synergy-sponsorship.com/blog/20110617/d-is-for-dialogue/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110617/d-is-for-dialogue/#comments</comments>
		<pubDate>Fri, 17 Jun 2011 18:06:22 +0000</pubDate>
		<dc:creator>Carsten Thode</dc:creator>
				<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Mobile]]></category>
		<category><![CDATA[Music]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Television audiences]]></category>
		<category><![CDATA[Twitter]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[YouTube]]></category>
		<category><![CDATA[dialogue]]></category>
		<category><![CDATA[old spice]]></category>
		<category><![CDATA[Samsung]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8124</guid>
		<description><![CDATA[Our relationships are all built on dialogue.  Talking to each other, sharing ideas, working together, creating things, discovering  new stuff,  having fun, laughing, crying, flirting, arguing – everything that makes life worth living is built on our ability to actively engage with each other.   Why should that be different from the relationships we build with [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110617/d-is-for-dialogue/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synopsis, May 2011 – is content really King?</title>
		<link>http://www.synergy-sponsorship.com/blog/20110518/synopsis-may-2011-%e2%80%93-is-content-really-king/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110518/synopsis-may-2011-%e2%80%93-is-content-really-king/#comments</comments>
		<pubDate>Wed, 18 May 2011 18:29:51 +0000</pubDate>
		<dc:creator>Ben Wilkinson</dc:creator>
				<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Music]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[The Arts]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7610</guid>
		<description><![CDATA[Recently, royalty has been back on the agenda in a big way &#8211; the Wedding of the Duke and Duchess of Cambridge having engaged the nation &#8211; and this got me thinking about another monarchy-related expression: content is King. If I were to say content is King, I certainly wouldn&#8217;t be the first, and most [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110518/synopsis-may-2011-%e2%80%93-is-content-really-king/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Review: Heineken Star Player UEFA Champions League App</title>
		<link>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/#comments</comments>
		<pubDate>Wed, 04 May 2011 16:14:07 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[UEFA Champions League]]></category>
		<category><![CDATA[Barcelona]]></category>
		<category><![CDATA[Heineken]]></category>
		<category><![CDATA[Heineken Star Player]]></category>
		<category><![CDATA[Lionel Messi]]></category>
		<category><![CDATA[Real Madrid]]></category>
		<category><![CDATA[Social Gaming]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7562</guid>
		<description><![CDATA[Heineken Star PlayerI’ve often wondered why it is that, in contrast to other major events, the sponsors of the UEFA Champions League (UCL) have mostly struggled to create great campaigns (litmus test: how many can you actually remember?). The exception to this has generally been Heineken, which has consistently created entertaining and memorable UCL work. Last [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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