An insight by Michael MacRitchie Sponsorship is one of the fastest growing forms of marketing globally. So, why should your company be interested in sponsorship? When done well, it offers significant opportunities for ‘high impact branding’, heightened consumer engagement and a way to bring to life a brands DNA. This leads to distinct marketing and competitive advantages, as well …
News by Michael MacRitchie BEIJING — The Black Eyed Peas’ will.i.am is heading back to China in support of the Obama Administration’s 100,000 Strong initiative, designed to boost the number of American students studying in China, for a concert announced for later this year. The U.S. State Dept. said that following a meeting with Secretary of State Hillary Clinton, will.i.am …
An insight by Andrew Howie China has experienced a relentless surge in consumer buying power since the 1990’s. The Chinese consumer has become wealthier and more accepting of western retail formats- with international supermarket chains, department stores and mass retailers paving the way for luxury retailers. Luxury brand companies have been investing in the China market, with Louis Vuitton, Bally, …
An insight by Michael MacRitchie You are organizing a big event. It can be an a charity fundraiser or a rock festival or a film project. To organize any event or produce any entertainment you require sponsorship money. And where will the money come from? It comes mostly from brands and corporate who are interested in aligning with the entertainment …
An insight by Michael MacRitchie It is not uncommon to switch on the television and be confronted by celebrity after celebrity propounding the virtues of some brand or other. Celebrity advertising has always been popular and a fast growing economy attracts celebrities by the dozen in this space. People are easily influenced and impressed by celebrities, and consider it a …
An insight by Andrew Howie Coming from a family of talented actors, it is little surprise that Charlie Sheen has managed to forge such a successful career for himself. Charlie, born Carlos Irwin Estevez in 1965, has Platoon, Wall Street and Major League to his credit as well as several movies of varying success. His most recently Academy Award nomination …
Our strategic partner, the Mailman Group offers brands and organizations a way forward in setting up ecommerce platforms in China. Tackling China’s online eccomerce market can be a daunting experience. It’s our job at Mailman to ensure this transition is smooth and ultimately successful. Our recent experience tells us the immediate opportunities available through major Chinese online malls such as …
The 68th annual Golden Globes veered into Cluedo territory last night as the event’s host went missing for nearly an hour. Ricky Gervais‘s absence from the stage, following an opening monologue that drew more gasps than laughs, led excited observers to speculate that the British comic may have been collared backstage and fired … or worse. Gervais opened the live …
An insight by Michael MacRitchie When working with international Celebs in China stick to some basic principals and you will be right on track. Tip 1 Understand the spokesperson’s point of view: Many clients will mention to me that a celebrity is a fan of their company’s brand or product. So they assume that the celebrity will want to work …
I picked up this article form the Mailman Group web site by CEO Andrew Collins. The article makes a very simple point, do you have a strategy to connect with the Chinese? The article can be found here Whether your a sporting team, a rock star a fortune 500 company, a brand manager or some one just interested in China, …
I picked up this article from Frances Wang a freelance journalist based in Shanghai. The complete article can be found here and also below…. SHANGHAI, China – The Chinese market – with China surpassing Japan as the world’s second largest economic power in August – has become an important Asian market for big foreign companies. Cosmetics makers, for example, are …
An insight by Andrew Howie Over recent months, there has been a shift in the power rankings of International Test Cricket. For many years, Australia was far superior to all they came up against. They still hold the World Record for most test wins in a row. For 16 matches, they were unbeaten. From the time that the test rankings …
An insight by Andrew Howie The Power Balance band has hit the global stage in a big way. It can be seen on the wrists on many big name super stars and they are more than happy to spruik the benefits it offers them on and off the field. So far, no one has been able to categorically prove that …
An insight by Michael MacRitchie Celebrity endorsement of luxury fashion is hardly a new phenomenon, as it has been around for several centuries. Charles Worth, the man who invented haute couture in Paris in the nineteenth century, understood the importance of linking celebrities to brands, even before this was recognized as an important marketing communications tool. To promote his fashion house …
An opinion piece by Andrew Howie We continue to read stories in the press about obesity. Adults are getting fatter. Kids are getting fatter. Even our domesticated pets are getting fatter. But in typical new age fashion, none of us are prepared to wear the blame ourselves but rather we need to deflect that blame on to others. And in …
An insight by Michael MacRitchie I’ve been a fan of the HBO show ‘Entourage’ since it debuted more than 5 years ago. It’s a quick fix instant gratification show which offers a view into how things might be in Hollywood…. There are thirteen episodes per year and next year is the last season and there apparently will only be 6 …
An insight by Andrew Howie A worldly gentleman but he name of Edward Thorndike was the first person to support the theory all the way back in 1920. The way he supported it was quite deep and complicated. It a modern day marketing sense, the Halo effect is far more straight forward. It speaks to how the positive features of …
An insight by Andrew Howie She began her humble career reading the local news on radio at the age of 19. She was so talented that she was shifted to day time television. Her talents took a lowly rated Chicago day time show to the number one spot which prompted her to launch her own Production Company and show on …
An insight by Andrew Howie Head – Andy Murray Each year as Wimbledon comes around, the blow torch gets applied to Andy Murray and the whole of Great Britain pins their hopes on his success. He has managed to get as high in the professional rankings as number 2 in the world, but currently is sitting at 4th. He has …
Strive not to be a success, but rather to be of value. A. Einstein (Picked up this article from the Mailmangroup where CEO Andrew Collins talks about international sports who are successfully breaking into China market and the game plan for doing so) Someone had it right very early – the digital age is now living proof of how a …
