Augusta – the Masters of Marketing Simplicity

Apr 19 2018

As the dust settles after an enthralling 2018 Masters golf tournament is it time for marketing executives to reflect on a golfing – and Augusta – truism: that less is more?

Every year, an exclusive field of the world’s finest golfers compete on Augusta’s beautifully manicured course to use fewer shots than the competition in a bid to win a green jacket. The prize money? No-one mentions it. This is the Masters and – dazzling azaleas, verdant fairways and super-blue lakes aside – understatement rules.

But it is not just on the course that less is more. At Augusta, the less the merrier is also true when it comes to the sensitive process of choosing sponsors. At most leading golf tournaments around the world, the target is to collect a long list of big brand names – it’s easy to find space for another logo on a sprawling 18-hole golf course.

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The art, science and risk of Super Bowl advertising

Feb 2 2018

The Super Bowl is a glitzy sports and entertainment phenomenon that guarantees a viewership of 100 million in the United States alone. This year’s show at the US Bank Stadium in Minneapolis, Minnesota – a heady mix of American football and Justin Timberlake, the half-time entertainment – will dwarf other media highlights of the year. Even the Oscars with its red-carpet celebrity and Hollywood glamour only attracts 30 million. Read more…

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