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A Year To Remember: Synergy’s 2015

It’s been another year to remember for Synergy and our clients. So, with 2015 heading for the history books, in time-honoured fashion we’ve taken a little time to record and reflect some of our highlights – and there have been so many that we couldn’t quite whittle it down to ten, so eleven it is. We hope you enjoy reading about it as much as we enjoyed living it!

1. Winning Sport Industry Agency of the Year

Where else to begin but Synergy winning Agency Of The Year for the second time at the BT Sport Industry Awards back in April. Acknowledged as the biggest and most prestigious award in UK sports marketing and sponsorship, the Sport Industry judges reserved particular praise for Synergy’s creativity and vibrant culture – the latter being clearly on display in the celebrations which lasted through the night and into the next day!

 

2. Front and Centre at Rugby World Cup 2015

We were proud to play our part in the biggest and best Rugby World Cup yet, working with four of the RWC tournament sponsors – Canterbury, Coca-Cola, Emirates and MasterCard – as well as ITV RWC broadcast sponsor SSE and England Rugby partner BMW. Roll on Japan 2019!

 

3. Helping SSE take the lead on women’s football

One of our proudest moments in 2015 was to support SSE in a landmark agreement to become the first ever major sponsor of the Women’s FA Cup and commit to grass-roots funding that will make a real difference to girls’ football. The visionary nature of the sponsorship and the success of our SSE #GirlsTakeover campaign has set the benchmark and hopefully paved the way for many more brands to get behind women’s sport.

4. Celebrating Capital One’s Little Legends

This year we re-imagined a showpiece Wembley football final for Capital One. To climax the 2014/15 Capital One Cup campaign, we used the final to showcase and celebrate football’s ‘Little Legends’, handing over 45 key roles at the final to kids between the ages of 6-14, including hanging up the kit, carrying flags, delivering the match ball, singing the national anthem, performing the half-time entertainment and delivering a match report for a national newspaper!

5. Taking SynergyLive To The Next Level

Back in 2013 we were the world’s first sports marketing agency to launch a real-time social media service, SynergyLive. This year we took it to a new level. Two examples. We helped rugby fans to #seebeyond with Accenture, producing fast-turnaround data-visualisations designed for sharing, such as this.

And for BT, we re-imagined wheelchair rugby for the connected era with a cutting-edge production of the BT World Wheelchair Rugby Challenge at the iconic Copper Box, integrating wow-factor digital such as The Smashmeter into the viewer experience.

6. Filming Another Royal Salute Story of Power and Grace

Following the overwhelming success of our first Royal Salute film, which generated millions of views worldwide, we teamed up again with the brand this year for another iconic film, The Rider, featuring Nakoa Decoite, the big wave surfer and polo pro. Shot on location in Maui, the film tells the incredible story of one of the world’s most uniquely talented and intriguing personalities. Enjoy…

7. Making The MARTINI Terrazza The Talk Of The Town

We’ve proud to have once again helped bring MARTINI’s legendary style to F1, taking the now-legendary MARTINI Terrazas to six cities from Barcelona to Sao Paulo. The Terrazzas treated almost 50,000 beautiful people to each city’s very best music, art, fashion and food, making MARTINI F1′s coolest and most desired brand.

8. Keeping Sport On The Election Agenda

They say sport and politics shouldn’t mix, but we took a different view back in May during the UK General Election, spotlighting the surprising (or unsurprising, depending on your point of view) lack of sports strategy in the major parties’ manifestos. The result was one of our most-read blog posts of the year.

9. Discovering Different With Nikon

2015 saw Synergy work with Nikon for the first time, creating the #DiscoverDifferent campaign – unforgettable photographic experiences curated by Nikon experts, revealing the hidden delights of some of England’s most iconic cities.

 

10. Taking A Shirt Launch To New Heights

Another rugby highlight from 2015, and our biggest, most innovative and effective shirt launch ever. Our ‘Launched By The Loyal’ campaign for Canterbury enabled thousands of superfans to launch the England Rugby World Cup shirt simultaneously from their social media feeds, led by three who sky-dived a giant replica from 12,500 feet over Stonehenge with the Red Devils. The results: huge media coverage and record shirt sales.

11. And Finally…Opening Synergy Stateside

Our final highlight of another amazing year is of course the launch of Synergy in the US, which saw us welcome back Dom Curran as US CEO (once a Synergist, always a Synergist) and Ryder Cup Worldwide Partner Standard Life Investments as a founding client. Synergy US is go!

The Next Big Evolution In Rugby World Cup Sponsorship

Japanese brands have history with the Rugby World Cup. Attracted by a big Japanese TV deal, in 1987 they accounted for almost all of the handful of sponsors of the first tournament. I suspect we will see something similar when we get to RWC 2019. Except there will be more Japanese sponsors - a lot more.Well before Japan's electrifying performances in the current RWC, Japan 2019 was always going to be a safe sponsorship bet for World Rugby.First, there's the size and strength of the Japanese economy - the world's third largest, much bigger than any of the Tier 1 rugby countries. Next, as I wrote at the time, back in 2013 when Tokyo won the right to stage the 2020 Olympics it had the unintended consequence of making Rugby World Cup sponsorship more strategically attractive, especially to Olympic sponsors and to their rivals. Then there's the way that Corporate Japan has got behind Tokyo 2020. Tokyo was clearly a big factor in Panasonic and Toyota agreeing huge new global sponsorships with the IOC. And Tokyo is on course to achieve the most successful domestic sponsorship sales programme in Olympic history.And all this was before Japan's three breakthrough RWC 2015 wins, which have created unquestionably the marketing factoid of this Rugby World Cup. The total cumulative TV audience in Japan for the whole of RWC 2011 was just under 25 million. Whereas the live TV audience in Japan just for the Japan v Samoa RWC 2015 match was 25 million.Zilch to 25 million. Zilch to 20 per cent of the Japanese population. Zilch to a world record national viewing audience for rugby.I think that's what they call growth.

No surprise then that Brett Gosper, World Rugby's CEO, said last week that for RWC 2019 World Rugby "will make some adjustments to allow more local brands to take part [as sponsors]...ones that sit well with our global partners". Whether this means an increase in some or all of the four current tiers of RWC sponsorship remains to be seen. But I suspect the question is not how many Japanese brands will be sponsors of Japan 2019, but whether there'll be any space left for anyone else.