A New Race Strategy

$8bn: The amount paid by Liberty Media to acquire the commercial rights to F1
$750m: Sponsorship revenue in 2015, down from $950m in 2011
400m: F1 television audience in 2016, down from over 600m in 2008

Formula One can be a contradiction — cutting-edge on the track, a marketing anachronism off it. But 2017 is the year when the speed of change off the track may outpace the cars on it. New owner Liberty Media has bought the commercial rights to the sport for a sizable chunk of change ($8bn) and has started detailing where it sees the chance to make good on that investment.

The new management team of Chase Carey (CEO) and Sean Bratches (MD Commercial Operations) have outlined clear plans to revolutionize the way the sport is marketed and experienced. Carey has spoken about creating ’21 Super Bowls’, while Bratches has laid out four priorities, including refreshing the F1 brand, embracing digital channels, democratizing decision-making and re-imagining the race experience.There is no doubt that there are plenty of players in F1 that will find change hard when many teams and sponsors have been following the same rules for such a long time. But equally this is music to the ears of many people in F1, who have been arguing for years that the controlled and conservative commercial model it had pursued was causing F1 to fall behind in the race for consumers’ attention.

The new model is looking to build and market the F1 brand — not just the sport. One of the most exciting implications of this is F1 sponsorship becoming more attractive to consumer brands (it’s no coincidence that many current sponsors are B2B brands). I can speak from personal experience that, with a creative lens on it, F1 can open up huge consumer marketing opportunities.

When I was at Martini, our focus when we returned to the grid as title sponsor of the Williams Martini Racing team in 2014 was to disrupt the traditional sponsorship model. We sensed there was a real opportunity to shift our focus away from the track and towards the city centers where the races were being run. Similarly, our campaign didn’t rely on traditional TV-led media channels to drive exposure, but used digital and social channels to engage with our target Millennial consumers. After all, we knew that they were unlikely to be solely at the track or watching the race on TV.Rather, our activation exploited the opportunity afforded by the extraordinary race locations from Milan to Sao Paulo as playgrounds for non-traditional F1 marketing. We treated the race like a city-wide festival, targeting not only the race weekend, but also the week-long build-up, when the energy of the city noticeably rises with the anticipation of the race coming to town. We fed that excitement by creating Martini Terrazzas in Millennial-dense city center locations, fusing music, food, art and, of course, F1 to create the ultimate physical manifestation of the Martini lifestyle. We then drove the unique content it generated around the city, country and world through on-site, live social war rooms. It was disruptive and effective. We were not only able to create buzz and energy around the brand, but drive sales among a new and younger audience.

It wasn’t always easy and it wasn’t always perfect, but we learnt a hell of a lot on the way. Most importantly, it proved the power of F1 to reach a younger, more connected audience away from the track and traditional channels. With sound data and powerful insights giving us a good understanding of our audience’s behavior, we were able to use F1 to create something that differentiated us from our competition and brought new fans to our brand and the sport.

The idea of bringing fans closer to F1 was also a core element of our recent activation with Bose and the Mercedes AMG PETRONAS Formula One team. Our ambition was simple — to use the power of sound to transport people into one of the most exclusive places in all of sport: the triple world champions’ team garage in the moments immediately before the cars go out onto the grid.The Garage was a truly ground-breaking multi-sensory, immersive experiential activation that we created in Austin, Texas to demonstrate the industry-leading Bose QuietComfort 35 Wireless Noise Cancelling Headphones. We used the true sounds of the team garage to create a 360° soundscape, and a custom-developed play-back engine used the Bose headphones to deliver exactly the right sound to each ear as the fan moved around the space. We took nearly 4,000 fans (plus Lewis Hamilton and Nico Rosberg) inside the inner sanctum of F1, while the digital content was shared by millions.In my view, Casey’s ‘21 Super Bowls’ is spot on, and Liberty Media’s stake in Live Nation further enhances their credentials in the space. They have created the opportunity, but now it’s down to the teams, sponsors and agencies to make the most of it.

Another item that will no doubt be right on top of the new American owners’ agenda will be breaking the USA — the toughest (and most domestically saturated) sports market on the planet — but also the one with the greatest growth opportunity. As Bratches has said: ‘Having the theater of Formula 1 in the backdrop of the iconic US cities could be very attractive’, and it’s not hard to see why. For F1 to call itself truly global, and to reverse a downward sponsorship income from $950m in 2011 to $750m in 2015, it must become more than a niche sport in the world’s biggest media market, with the vast eyeballs, engagement and sponsorship dollars that entails.

Even though it is still largely viewed as an unknown curiosity, it is associated with a mixture of cutting-edge technology and old world European glamor, which is not a bad place to start. NBC, the domestic F1 broadcaster, has showed some growth in F1 ratings over the last few years, albeit off a low base.
And the good news is that Bratches, a 27-year veteran of ESPN, knows better than most how to build a sports fan base in the US. He knows the power of storytelling to capture the imagination of the audience. Focusing on the personalities of the drivers, the intense rivalries and the rich history of the sport (including two American world champions in Mario Andretti and Phil Hill), F1 provides an extraordinarily rich vein of content for an audience that can’t get enough of sports history and stories.

Of course, for a country that loves a winner, it will also be critical for the US-owned Haas team to see some success, while getting home-grown and competitive drivers behind a steering wheel as fast as possible is also imperative. It would also not be a surprise to see the introduction of some technical and format changes that would spice up the racing and make it more appealing to a US audience.

All of this might mean that sponsors — many of whom are based in the States — might need to invest a little bit ahead of the curve, but with so much to play for, surely it’s a risk worth taking. Week-long festivals, which combine world-class sport with technology, music, fashion and celebrity, based around street circuits in New York, Miami or LA and heavily marketed to a Millennial audience through re-vamped social channels and distribution platforms. Now that’s a future for F1 that’s easy to buy into.

When the cars take to the grid in Melbourne, it will officially signal the start of a new era of leadership for F1. Liberty Media has talked an impressive game in terms of up-front investment, focus and desire to expand the sport. Now the race is on for teams and their sponsors to rise to the challenge.

The Future for Women’s Sport: Learnings from our This Girl Does Event

Women’s sport is a really good investment. We have proof. It is time that brands understand what the opportunity is. Expertly hosted by Jacqui Oatley, MBE, Sport Presenter and Journalist, Synergy’s This Girl Does panel consisted of Tanya Joseph, Director of Business Partnerships at Sport England; Colin Banks, Head of Sponsorship and Reward, SSE; Ruth Holdaway, CEO Women in Sport; and Carly Telford, England and Notts County Footballer.Watch the video in full here.

Here are our 7 top takeaways from the day:

Untapped potential

Tanya Joseph, who orchestrated the widely successful campaign #ThisGirlCan, shared that the work was built on research revealing 2 million fewer women do recreational sport than men, but 75% of women say that they would like to do a lot more sport. As Joseph suggests, when women make up over half the population and are responsible for the majority of purchasing decisions made in the home, that’s a lot of untapped potential. Joseph claims that the campaign was so successful due to an acute understanding of the underlying fear of judgement that goes hand in hand with exercise for many women. Being able to liberate women from this fear of not being comfortable in their own bodies in a tone that is not patronising or preachy, has so far inspired 2.8 million women to get active.

Increase in role models

Carly Telford acknowledged that 2012 was when women’s football really got put on the map in this country. According to Telford, what the nation saw was the same as the men with regards to the passion they felt and the honour with which they represented the Three Lions. This, combined with the media putting them on a pedestal, encouraged record audiences. Before 2012 there were no female sports role models and in the past five years the nation has been inspired by the success of the Lionesses, Olympic and Paralympic athletes and our talented rugby union team (among many others).

The Opportunity

The figures show that a vast receptive audience exists. Women’s sport makes up less than half a percent of sponsorship going into sport, so “whatever you are looking at there will be an opportunity” says Ruth Holdaway. In the next three years the women’s Cricket World Cup (2017), the Hockey World Cup (2018) and the Netball World Cup (2019) are all being hosted in this country. According to Holdaway, the plan is to offer all three of these sports to every single school girl across the country which presents a real opportunity for brands to inspire our nation’s girls and reach their parents. It is also a great example of how innovative the rights holders are being working together to strengthen the offering.

Accessibility & Storytelling

Not only are our female role models so much more accessible they have really powerful stories for brands to tell. Superstars in men’s sport are shut off to their fans; they are a step removed by the PR teams managing their channels. Telford explained that female sports stars are far more accessible and more likely to engage personally with their audience. Their stories can connect, because ultimately they are women ‘like you’. As Tanya Joseph so aptly put it, ‘Women want to see themselves reflected in marketing.’

Chicken & Egg

The barriers to investment were brought up by Oatley asking “do you need success first before investment comes, or do you invest early and be part of that success from the start”? It was fascinating to hear from Colin Banks at SSE about how they reached their decision to sponsor the Women’s FA Cup. He started off by stating that when developing their sponsorship strategy women’s sport rose to the top in terms of value for money, and meeting core brand and business marketing objectives. From a brand perspective, Banks pointed out that “commercial ventures need return”. For SSE women’s sport was a no-brainer and they have seen real, tangible return on their investment. Banks also said that when meeting with the rights holders there was true willingness to bring partners into the fold; “exposure is of course key, but the days of media coverage being the be all and end all are over, it’s about how you engage with your audience”. So far, so successful for SSE and The FA.


For brands to engage the key is to connect to their audiences in an authentic way; when you talk to people in the right way, they can’t help but want to get involved. #ThisGirlCan proved this by shifting women’s perception to feel like sport is a place where they can be. Open, honest conversations with all stakeholders and your audience are essential to ensure your brand connects. According to Telford, where you will find success is when you move away from this ‘puppet on a string’ approach to working with athletes. Brands also have much more to being to the table, to generate the much needed awareness to genuinely build the sport, instead of paying vast amounts of money in exchange for reluctantly handed over assets and limited access to players that is often the experience in the men’s game.

Don’t miss out

According to Joseph “in five years’ time people will be kicking themselves that they didn’t get involved earlier”. It’s becoming quite evident that SSE has set a historical precedent in this space and we at Synergy hope to see many more brands follow suit..

If you’re interested in discussing Women’s Sport further please get in touch with Synergy’s Lisa Parfitt –

Taking Inspiration from Chelsea…A focus on Event Design

At this time of year the pillars of the quintessential British summer start to come to the fore, beginning with the RHS Chelsea Flower Show. Whilst perhaps previously perceived as archaic and old fashioned, such opinions are gradually being dispelled as the event proves to be one of the jewels of our design year. I’m fascinated by garden design, and believe that my world of events and experiential sits in parallel when looking at how an idea and design is brought to life.
A garden is often designed with a story in mind, whether it be a childhood memory, or replication of a regional landscape that is pulled into the 21st Century through backdrops and planting. One of the most fascinating parts for me is the ability to take a blank canvas and twist the perceptions of what is possible, pushing the boundaries of garden design to give the viewer a new perspective.

Two sponsored gardens, the Cloudy Bay Garden and L’Occitane Gardens, are focused on telling the brand story through garden design. The Cloudy Bay Garden reflects the tasting notes of their wine through the materials visible within their space, and L’Occitane’s garden is a celebration of their 40th year, using the brand’s roots in Provence as their horticultural theme.

As well as gardens giving us great pleasure they can also provide inspiration and spark ideas for other industries. The designer Paul Smith has often referenced how he has taken stimulus from the Chelsea Flower Show, and incorporated rows of colour and textures in his ranges, synonymous with those seen in so many gardens at Chelsea.

A personal highlight for me from this year is the showcase of great interactive design, which is expertly displayed within two art installations.

First is the New Covent Garden Market’s art installation Behind Every Great Florist, which formed the centrepiece of their debut garden. Their 3D image of the Queen created from flowers claimed multiple column inches, as the Queen was captured admiring the design from its centre.

Secondly, The Marble and Granite Centre’s rock installation encouraged consumers to interact with it and look through the strategically placed holes, giving the visitor multiple viewpoints of the garden beyond.
One display at this year’s Chelsea I couldn’t avoid referencing is the Poppy Installation. 300,000 poppies have been sewn together and laid outside the Royal Chelsea Hospital, clearly showcasing the intricacies and detail of design. This was also so visible with the ceramic poppies installed at the Tower of London last year, a living exhibit that truly captured the nation’s imagination.

In the world we work in we are often focused on the brand being central to the event design. One thing I take from Chelsea Flower Show, is that increasingly we should take a step back and pull out finer details of the brand’s make-up, and look to connect the consumer to the brand through the use of textures, colours and materials. It is in our nature when we are planning and producing experiential campaigns to focus on logos and lock ups, but there won’t really be a logo in site at Chelsea. These gardeners use intricate planting, contrasting materials, textures and lighting to tell their story, transforming their space into a garden that stands for something. From an events design perspective, be it in hospitality, experiential or PR, we can learn a lot about how to create the best look and feel for a consumer from these horticultural experts.

Consumers are always looking to share their experiences, and crave photographic details to share on their social networks. However, millennials are becoming more immune to branded activity and yearn for new, cool experiences to showcase those ‘I was there’ moments. At Chelsea all of the installations have never been seen before, so cameras are at the ready and consumers share thousands of images, helping to make the show the famous attraction it is.

As kings of the retail experience, Nike are a great example of a brand who think about the intricacies of their brand when creating experiences. A visit to the Nike FlyKnit experience, or simply a walk through their flagship store, showcases how every detail has been created to deliver an immersive experience for the consumer, exactly like that of a Chelsea garden.

With all of this in mind, when we were challenged by Canterbury to showcase their latest training range, and in particular their Vapodri technology, we wanted to immerse the consumer in a unique, Canterbury-owned experience.

We created a bespoke gym space in a warehouse in Shoreditch, which would make the guests sweat and showcase the product technologies by immersing the consumer in the brand. But we didn’t stop there – we tailored the lighting to evoke the emotion of each area of training, whether it be Speed, Power, Strength or Endurance. The music we used supplemented this and took the consumer on a wave of sub conscious emotions throughout the day. Importantly, our clean space design combined well with the dark environment and sporadic lighting, helping to hero the neon training product.

It is clear the finer details are becoming increasingly important. Using gardens as a platform for inspiration is one thing, but I believe we should be looking to architects and urban designers to help shape our thinking when bringing a brand experience to life. At Chelsea the designers are using many of the latest technologies that we use to create brand experience; personal 3D scanning, touch screens, automated directional lighting and sensory chimes to name but a few. Who knows, next year may see leap motion, VR, holograms and projection mapping!

There is more expectation for brands to become more immersive and focus on a sharable narrative for their followers, therefore budgets need to be used shrewdly to ensure the most engaging creative and design is at the heart of the experience. The traditional notion of removing the ‘nice to have’ branding installations are now the expected norm from consumers as they have become more savvy to standard brand showcases.

Everything we see and interact with builds a picture of design, something that we can all create, but those marginal details and nods to the brand are what separates the great from the good, just like a gold and a silver gilt!


Accenture Kaleidoscope


Accenture wanted to educate, excite & inspire their leadership and clients as to how they, together with their partners, are leading the way in the application of emerging technologies.

Educate – they wanted to educate their CAL’s, account teams and clients on their capabilities “in the NEW” and how they bring their vendor ecosystem to bear in delivering new and emergent technology solutions
to their clients.

Excite – they didn’t want this to be a conference experience. They wanted to excite their attendees by engaging them and making them experience their ecosystem through their own eyes.

Inspire – they wanted to inspire new conversations with their clients and inspire new, innovative ways to solve their challenges.



Use The Tanks at Tate Modern to create a one day experiential event to change the conversation.


Vendors were split into five zones within the East Tank, with
each zone being branded through colour and the Kaleidoscope projections.

Zones concentrated
- AI is the New UI
- The Unchartered
- Ecosystem Powerplays
- Design for Business
- Workforce Marketplace

Companies such as Google, ForgeRock, IBM & Blue Prism exhibited their latest technology and future trends.
They used Radio-Frequency Identification (RFID) to record the number of engagements across all vendors for the duration of the event. Partner’s were given personalised iPads which recorded guests data when they engaged with a stand.
Details being captured and all data was sent to partners following the event.
This provided valuable grounds and availability for follow
up conversations.


The South Tank housed the main stage, food and bar area. The 360 degree stage and all round screens allowed for an engaging atmosphere and experience.

Guests listened to three keynote speakers across the course of the day, which were followed by two DJ sets later in the evening.
The Oracle also displayed their impressive model of the Bloodhound car at the back of the room and guests were encourage to interact and engage with the latest model throughout the day.

• Zahra Bahrololoumi, Managing Director UK and Ireland, Accenture
• Omar Abbosh, Chief Strategy Officer, Accenture
• Professor Brian Cox


• 37 partners
• 750 attendees
• 200 children attended in STEM programme
• Over 150 different high profile clients attended
• 800 partner engagements
• Each partner received up to 80 engagements
• 18 engagements a minute

“Synergy, thank you all for an amazing experience. The Tanks looked absolutely awesome and both days ran with military precision, it was brilliant, we were so proud.”

Zahra Bahrololoumi, Senior Managing Director, Accenture Technology UKI


JustEat Jukebox – X Factor


To create brand awareness for potential Just Eat customers and to enhance their relationship with existing customers through a unique interactive experience using Just Eat’s title sponsorship of the X Factor.



The Just Eat Jukebox was designed to create a positive brand image, entertain and educate attendees on who Just Eat are and what they do and to illustrate the brand’s technological ability as an online takeaway service.
The activation used a bespoke touchscreen app giving participants the chance to sing-a-long to one of the hit songs from previous X Factor contestants. During the sing-a-long, a recording of the experience was captured and packaged into a GIF that is sent directly to the fans email. The GIF could then be shared on Twitter for the chance to win a pair of tickets to the X Factor Final. By being part of the activation fans then sampled food from Just Eat’s restaurant partners all handmade on site.
The Jukebox subsequently made visits to the X Factor events at The 02, Manchester’s Old Trafford Cricket Ground and Wembley Arena followed by a national roadshow.



Over 3,000 people took part in the Jukebox experience at the X Factor events.
The experience was seen by 25,000 many people across the 3 events.
As well as an enjoyable experience, over 400 tickets to the X Factor final were won.


Mitsubishi Motors presents England Rugby, Access All Areas


Following the end of the domestic rugby season, Mitsubishi Motors had the opportunity to activate a number of their contractual rights with England Rugby.

Traditionally, access to the Twickenham pitch, England Rugby’s home changing room and RFU age grade coaches is easier to come by once the season ends, but this meant we needed a hook to encourage our core rugby audience to engage with Mitsubishi Motors at a quieter time of the year.



The core insight behind our remaining rights was that they enable fans to get ‘behind the scenes’ of England Rugby.

With this in mind, we created a consumer-facing proposition called Mitsubishi Motors presents England Rugby, Access All Areas, packaging all three contractual rights under a unifying banner – a first for an England Rugby partner.

It also allowed us to work with Mitsubishi Motors to create a bespoke microsite which acted as the focal point for the entire campaign. With all campaign comms directed to the site to drive entries, we were able to create a link between the England Rugby partnership and Mitsubishi Motors CRM database.

Our In-Game Insights event gave a select group of lucky fans and key Mitsubishi Motors stakeholders a chance to watch the First Test of England’s summer tour of Argentina in the rarefied surroundings of the home changing room at Twickenham.

Former England captain and Rugby World Cup winner Phil Vickery was on hand to give his insight and analysis of the match, providing all attendees a unique opportunity to better understand the highest level of the game.

For Train at Twickenham, we gave one lucky school the chance to experience the smart thinking behind England Rugby with a training session on the hallowed turf.

Working closely with England Rugby Community Rugby Coaches, we developed an ‘Intelligent Motion’ themed training session which gave the players an insight into the skills and drills that the England Rugby coaching team have embedded at all levels of the game.

The ‘Intelligent Motion’ theme continued at our Coach the Coaches masterclass, which was delivered by England Rugby head coach, and Mitsubishi Motors ambassador, Eddie Jones, as well as age grade coaches John Fletcher and Steve Bates.

We gave 24 grassroots coaches an opportunity to gain a true insight into coaching at the top, at the Mitsubishi Motors England Rugby Training Centre – a facility rarely accessed by the public. All three coaches spoke openly about their coaching philosophy, with hands-on training sessions giving key tips and advice to our aspiring coaches.



Our Access All Areas competitions received over 1,600 entries across the three events – our most popular activation in the first year of our England Rugby partnership.

Our Train at Twickenham and Coach the Coaches videos generated over 300k views across Mitsubishi Motors and England Rugby Facebook channels, allowing us to amplify Mitsubishi Motors’ involvement in rugby to a much wider audience.

Bose – F1 Garage Experience


To create an immersive experience to bring F1 fans closer to the MERCEDES AMG PETRONAS Formula One Team and the sport they love.

Bose Mercedes AMG F1 Garage Live experiential


A ground-breaking experiential activation, combining innovative spatial sound technology and Bose Wireless headphones and launched at the 2016 US Grand Prix in Austin. Using a pair of Bose QuietComfort 35 Noise-Cancelling Wireless headphones, race fans gained access to one of the most exclusive places in sport: the MERCEDES AMG PETRONAS garage, during the final moments before the cars go out onto the track.



Nearly 4,000 fans attended the venue in downtown Austin over the course of race week, to feel what it was really like to be inside the MERCEDES AMG PETRONAS garage, and over 1.2m people viewed the subsequent video content via social.

The feedback was phenomenal. Even people who spend their whole lives in an F1 garage were blown away by the authenticity of the experience.

Drivers Lewis Hamilton and Nico Rosberg, were even fans - frankly if they think it’s cool, then who are we to argue…


Discover Your Dirty Side


Virgin Active, in the second year of their Tough Mudder and Colour Run partnerships, were looking to maximise the value of these assets by creating an activation that would tie the two properties together in an overarching campaign. How could Virgin Active leverage these sponsorships to drive brand awareness and generate leads?



Built on an insight that united the two properties - that they are more than just running events, they are experiences where participants lose their inhibitions and actually aim to get as dirty as possible - our ‘Discover Your Dirty Side’ campaign was born.

At both events, our on-the-ground activation gave runners the chance to get ready to get dirty, with exercises and stretching that would prepare them for the course; challenged them to get dirty on obstacles and within colour-filled photo activities; and rewarded their dirtiness – offering them Virgin Active day passes and memberships.



Across 15 events the campaign created 2,000 leads for the business, drove new people into clubs, and raised awareness of the Virgin Active brand amongst over 180,000 people.


Training Range Launch


Create an innovative and engaging training event to promote and showcase Canterbury’s new training range. Conception and delivery of training launch for 60 competition winners inclusive of content creation and media generation reinforcing Canterbury’s status as the number one rugby brand.



Our campaign was driven around creating an engaging and motivating brand experience which at its core focuses on training for rugby not rugby training. By engaging and immersing the committed rugby community into a training offering which only Canterbury can offer, we could then have a launch pad for creating advocates for the brand. The Ultimate Training Experience took the consumer to an East London warehouse where we took Canterbury’s four pillars of training Speed, Endurance, Strength and Power to create an immersive rugby training experience. Using a personalised designed array of dynamic lighting and buoyant music taken from our insights with our carefully orchestrated training team we created a truly unforgettable experience for all of the 60 + guests. By utilising Canterbury’s ambassadors this gave us the foothold we needed to create a media buzz with significant social outreach achieved through content creation and influencer platforms.


Over 4,000 fans applied for a chance to come to the event
Over 150,000 views of the campaign film
12 pieces of campaign content captured
100% of guests gave a 10 out of 10 for the event experience
22 pieces of media coverage reaching a million impressions

RugbyForce 2016


NatWest supports the grassroots game through RugbyForce  the largest community rugby project in England and Wales. Following Rugby World Cup 2015, we had to sustain the momentum of interest in the game by ensuring registrations remained high. Our challenge was to get NatWest closer to their local communities in which they work by revitalising the existing programme, encouraging a renewed interest from clubs.

NatWest RugbyForce


We invigorated the RugbyForce by creating brand new incentive for 2016. Clubs that registered had the chance to win legends of the game Lewis Moody, Will Greenwood, Tom Shanklin and Al Kellock on their club’s board for a year. We created a mini-series of targeted social media content promoted across both the brands and each Union’s channels. This was amplified through press interviews with each legend to highlight the business acumen they could offer a grassroots club.


While the roll-out is still underway, the campaign has reached and engaged over 800 clubs, surpassing last year’s total registrations. The launch film achieved 330,500 views in the first 72 hours, directing 1,100 people to the registration pages. This, combined with legend interviews, generated over 200 press clippings, including each of the three countries' key national titles. Watch the launch video here and stay tuned to see each legend join their winning club.


Ryder Cup 2016


Create global awareness of Standard Life Investments' worldwide partnership with the Ryder Cup and deliver their 'World Class As Standard' message.



We signed up the 2016 Ryder Cup captains, Darren Clarke and Davis Love III, as brand ambassadors alongside a suite of performance and golf experts to align Standard Life Investments with world-class talent. Our ‘World Class As Standard’ campaign uses our ambassadors through a series of short videos released online, exploring the importance and the impact of analysis, performance and potential on ultimate sporting success.
We launched the Standard Life Investments 2016 Ryder Cup ‘World Class As Standard’ campaign in New York in April. Our approach was focused and targeted, providing exclusive access to American and international media, Standard Life Investments' media partners as well as an intimate and exclusive event for CEOs. The captains and senior executives from Standard Life Investments rang the Nasdaq opening bell in Times Square live on American TV with our campaign content streaming on a live billboard – exposure usually bought for $100,000.



So far, we have generated 124 pieces of coverage across both sides of the Atlantic, conducted 15 media interviews with captains generating an AVE of over £1m pounds. The launch sparked conversation across 17 countries and over 10 million social impressions.


Brighter Together


Use IG’s partnership with Harlequins, and presenting sponsorship of the Big Game,
to make rugby fans more aware of IG and more favourable towards the brand.



Our ‘Brighter Together’ campaign gave Harlequins fans the closeness to the club they craved through a playful explosion of colour. The PR launch showed Harlequins players immersed in exploding club colours – a symbol of Quins’ uniqueness – while the Big Game activation allowed fans to reveal their ‘inner Harlequin’ through thermal imagery in Quins colours on a cold December afternoon. At every Quins match we produced live social content – infographics and imagery – showcasing original and game-defining statistics to provide talking points among viewers and spectators.

Brighter Colour. Brighter Experience. Brighter Insights.



Our iconic PR images achieved national media coverage, Harlequin Inside was featured during the live Big Game broadcast on BT Sport, and our social content reached over 2m fans during the season. IG’s awareness among Harlequins fans increased 21%, alongside increase in positive sentiment and awareness of what IG does.


Little Legends


Capital One’s sponsorship was highly effective at reaching a football audience, but was not making an impact with a proportion of the target ‘high street’ customers who were not interested in football. For the 201415 season, Capital One wanted a campaign that positioned them as a supportive brand, maximised the sponsorship of the League Cup, but transcended interest in football.



We developed Capital One Little Legends – a campaign that celebrated children’s imagination and enjoyment of football. The campaign launched with a ‘Kids for a Quid’ ticket offer at Round 1 of the Cup, followed by a Facebook promotion giving away 1,000 kids' footballs a day throughout October. We celebrated with a Big Kick-About in Nottingham – Capital One’s home town – featuring a helicopter, thousands of balls, Ian Wright and Clive Tyldesley.

For the Capital One Cup Final, we worked with media partners to recruit a team of Little Legends to play a starring role, spurred on by the Kaiser Chief’s Ricky Wilson and former footballer Fabrice Muamba. From a choir leading the national anthem, to a kit hanger, a match ball carrier, half-time penalty takers, and a matchday journalist, we made sure the culmination of our season’s work went off with a bang.


‘Little Legends’ succeeded in appealing to parents, whether they were interested in football or not, while also resonating with the core football audience. The campaign had a positive impact on Capital One’s brand metrics, and the hero content achieved over 2 million views.