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	<title>Synergy Blog</title>
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	<link>http://www.synergy-sponsorship.com/blog</link>
	<description>The Sponsor's Consultancy</description>
	<pubDate>Tue, 06 Jan 2009 12:43:54 +0000</pubDate>
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			<item>
		<title>Underwater Rugby anyone?!</title>
		<link>http://www.synergy-sponsorship.com/blog/20090106/underwater-rugby-anyone/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090106/underwater-rugby-anyone/#comments</comments>
		<pubDate>Tue, 06 Jan 2009 12:43:54 +0000</pubDate>
		<dc:creator>Nick Stocker</dc:creator>
		
		<category><![CDATA[Guinness]]></category>

		<category><![CDATA[Guinness Premiership]]></category>

		<category><![CDATA[Public relations]]></category>

		<category><![CDATA[Rugby]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=376</guid>
		<description><![CDATA[

December saw James Haskell of London Wasps and Steve Borthwick of Saracens switch the pitch for the pool by playing a game of rugby in the underwater tank at Pinewood Studios. Submerging themselves in 1.2 millions litres of water, the England duo were promoting the GUINNESS PREMIERSHIP Drinkaware Weekend and highlighting the importance of staying [...]]]></description>
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		</item>
		<item>
		<title>Highland Spring awards sponsorship provides added Comedy</title>
		<link>http://www.synergy-sponsorship.com/blog/20081211/highland-spring-awards-sponsorship-provides-added-comedy/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081211/highland-spring-awards-sponsorship-provides-added-comedy/#comments</comments>
		<pubDate>Thu, 11 Dec 2008 12:22:58 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
		
		<category><![CDATA[Brand marketing]]></category>

		<category><![CDATA[Broadcast sponsorship]]></category>

		<category><![CDATA[Media]]></category>

		<category><![CDATA[Sponsorship]]></category>

		<category><![CDATA[Television]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=375</guid>
		<description><![CDATA[As the British Comedy Awards once again (dis)graced the small screen with its infamous ceremony last Saturday evening, there was an embarrassing degree of mirth at the sponsor&#8217;s expense.
Highland Spring&#8217;s association with the Comedy awards stems from a hat-trick deal with ITV in 2006 that saw them take the sponsorship of the British Soap Awards and the National [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081211/highland-spring-awards-sponsorship-provides-added-comedy/feed/</wfw:commentRss>
		</item>
		<item>
		<title>More recognition for Synergy, and for the Guinness Honesty Bar</title>
		<link>http://www.synergy-sponsorship.com/blog/20081210/more-recognition-for-synergy-and-for-the-guinness-honesty-bar/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081210/more-recognition-for-synergy-and-for-the-guinness-honesty-bar/#comments</comments>
		<pubDate>Wed, 10 Dec 2008 12:38:16 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
		
		<category><![CDATA[Default]]></category>

		<category><![CDATA[Sponsorship]]></category>

		<category><![CDATA[Synergy]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=374</guid>
		<description><![CDATA[Albeit that we&#8217;re not sure if we&#8217;re glad or sorry(!) to read that we missed out only &#8217;by a whisker&#8217; on Marketing&#8217;s Sponsorship Agency of the Year for 2008, we&#8217;re very proud to have either won or been shortlisted every year since the award&#8217;s inception in 2004, so it was great to be recognised again this year, and to see that our work with Guinness received yet another commendation, this time [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081210/more-recognition-for-synergy-and-for-the-guinness-honesty-bar/feed/</wfw:commentRss>
		</item>
		<item>
		<title>Synergy wins Silver in Marketing&#8217;s Agency of the Year</title>
		<link>http://www.synergy-sponsorship.com/blog/20081209/marketing-announce-sponsorship-agency-of-the-year-2008/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081209/marketing-announce-sponsorship-agency-of-the-year-2008/#comments</comments>
		<pubDate>Tue, 09 Dec 2008 17:44:03 +0000</pubDate>
		<dc:creator>Dominic Curran</dc:creator>
		
		<category><![CDATA[Default]]></category>

		<category><![CDATA[Press Clipping]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=373</guid>
		<description><![CDATA[Click here to read the full article
]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081209/marketing-announce-sponsorship-agency-of-the-year-2008/feed/</wfw:commentRss>
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		<item>
		<title>Express Eventing has potential for future success</title>
		<link>http://www.synergy-sponsorship.com/blog/20081205/368/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081205/368/#comments</comments>
		<pubDate>Fri, 05 Dec 2008 14:29:34 +0000</pubDate>
		<dc:creator>Holly Anderson</dc:creator>
		
		<category><![CDATA[Equestrianism]]></category>

		<category><![CDATA[Experiential marketing]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=368</guid>
		<description><![CDATA[
The International Express Eventing competition was held in Cardiff’s Millennium Stadium last weekend.  There was much debate as to whether it would be successful but with big names involved, both on the competitor side and the judging panel, and a late minute Sky deal the organisers were set to prove everyone wrong. 
Andrew Lloyd Webber and [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081205/368/feed/</wfw:commentRss>
		</item>
		<item>
		<title>DCMS Medal Hopes (4): over to UK Sport and back to the drawing board</title>
		<link>http://www.synergy-sponsorship.com/blog/20081204/dcms-medal-hopes-4-over-to-uk-sport-and-back-to-the-drawing-board/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081204/dcms-medal-hopes-4-over-to-uk-sport-and-back-to-the-drawing-board/#comments</comments>
		<pubDate>Thu, 04 Dec 2008 15:41:55 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
		
		<category><![CDATA[Ambush campaign]]></category>

		<category><![CDATA[DCMS]]></category>

		<category><![CDATA[Default]]></category>

		<category><![CDATA[London 2012]]></category>

		<category><![CDATA[London 2012 sponsorship]]></category>

		<category><![CDATA[Olympic sponsorship]]></category>

		<category><![CDATA[Sponsorship]]></category>

		<category><![CDATA[Team GB]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=367</guid>
		<description><![CDATA[It’s good to see that UK Sport and LOCOG are taking Medal Hopes over, and back to the drawing board.  As I wrote back in August when it first surfaced, Medal Hopes was clearly a flawed concept that needed a radical re-think.
I wasn&#8217;t alone. Peter King, CEO of British Cycling, was quoted by the Evening Standard as follows [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081204/dcms-medal-hopes-4-over-to-uk-sport-and-back-to-the-drawing-board/feed/</wfw:commentRss>
		</item>
		<item>
		<title>Accounting for the future of sponsorship</title>
		<link>http://www.synergy-sponsorship.com/blog/20081202/accounting-for-the-future-of-sponsorship/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081202/accounting-for-the-future-of-sponsorship/#comments</comments>
		<pubDate>Tue, 02 Dec 2008 19:49:35 +0000</pubDate>
		<dc:creator>Karen Earl</dc:creator>
		
		<category><![CDATA[Brand marketing]]></category>

		<category><![CDATA[Public relations]]></category>

		<category><![CDATA[Sponsorship]]></category>

		<category><![CDATA[Sponsorship consultancy]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=366</guid>
		<description><![CDATA[Traditionally, November is the sponsorship industry’s conference time of year.  Last week’s Future Sponsorship conference in Brussels is now well-established as a gathering of the great and the good in the industry and, as its name suggests, where the future is discussed.  This year was no different.
 
The first question on most people’s lips was “how [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081202/accounting-for-the-future-of-sponsorship/feed/</wfw:commentRss>
		</item>
		<item>
		<title>What connects General Motors, the FedEx Cup and the Kodak Challenge?</title>
		<link>http://www.synergy-sponsorship.com/blog/20081128/what-connects-general-motors-the-fedex-cup-and-the-kodak-challenge/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081128/what-connects-general-motors-the-fedex-cup-and-the-kodak-challenge/#comments</comments>
		<pubDate>Fri, 28 Nov 2008 18:27:18 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
		
		<category><![CDATA[Branded content]]></category>

		<category><![CDATA[Default]]></category>

		<category><![CDATA[Experiential marketing]]></category>

		<category><![CDATA[Golf]]></category>

		<category><![CDATA[New Product Development]]></category>

		<category><![CDATA[PGA Tour]]></category>

		<category><![CDATA[Public relations]]></category>

		<category><![CDATA[Sales promotion]]></category>

		<category><![CDATA[Sponsorship]]></category>

		<category><![CDATA[Tiger Woods]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=365</guid>
		<description><![CDATA[If you get the product right, everything else follows.
So General Motors has inevitably parted company with Tiger Woods. Some commentators have claimed that this somehow proves that endorsements of this type don&#8217;t work. Nonsense. In Tiger&#8217;s case, Nike and Accenture in particular disprove the point. Tiger may be a miracle-worker, but not even he could [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081128/what-connects-general-motors-the-fedex-cup-and-the-kodak-challenge/feed/</wfw:commentRss>
		</item>
		<item>
		<title>Synergy comment on Hamilton&#8217;s rise to superstardom</title>
		<link>http://www.synergy-sponsorship.com/blog/20081124/synergy-comment-on-hamiltons-rise-to-superstardom/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081124/synergy-comment-on-hamiltons-rise-to-superstardom/#comments</comments>
		<pubDate>Mon, 24 Nov 2008 15:55:31 +0000</pubDate>
		<dc:creator>Ben Wilkinson</dc:creator>
		
		<category><![CDATA[Press Clipping]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=364</guid>
		<description><![CDATA[Click here to read the full article
]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081124/synergy-comment-on-hamiltons-rise-to-superstardom/feed/</wfw:commentRss>
		</item>
		<item>
		<title>Another award for Guinness and Synergy</title>
		<link>http://www.synergy-sponsorship.com/blog/20081118/another-award-for-guinness-and-synergy/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081118/another-award-for-guinness-and-synergy/#comments</comments>
		<pubDate>Tue, 18 Nov 2008 19:28:03 +0000</pubDate>
		<dc:creator>Dominic</dc:creator>
		
		<category><![CDATA[Experiential marketing]]></category>

		<category><![CDATA[Guinness]]></category>

		<category><![CDATA[Guinness Premiership]]></category>

		<category><![CDATA[Public relations]]></category>

		<category><![CDATA[Rugby]]></category>

		<category><![CDATA[Sponsorship]]></category>

		<category><![CDATA[Sponsorship consultancy]]></category>

		<category><![CDATA[Synergy]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=359</guid>
		<description><![CDATA[Congratulations to the Guinness team who picked up their fourth award last night for the title sponsorship of rugby&#8217;s Guinness Premiership. The sponsorship, managed on behalf of Guinness by Synergy, won the Rugby Business Award for Rugby Sponsor of the Year (over $500k). 
The judges particularly commended the ground breaking work on the Guinness Club Together campaign across [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081118/another-award-for-guinness-and-synergy/feed/</wfw:commentRss>
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