Lesa Ukman May 31
Driving substantial and sustainable increases in sponsorship revenue, whether from securing new partners or upselling existing ones, is directly connected to investments in the following six Ps: more
packaging prospecting research selling trends how to get sponsorship
Lesa Ukman Jan 11
The Red Bull Stratos mission— that saw Felix Baumgartner jump from more than 23 miles above the earth on Oct. 14, 2012—did not just break the world records for longest distance free fall, highest jump from a platform and maximum vertical velocity, it was the biggest digital live event on record, raising the bar on how brands can activate sponsorships in social media. more
beverage branded content digital media events social media sponsored content activation
Lesa Ukman Nov 20
Some three months after the closing ceremonies of London’s Summer Olympic Games we are still being asked what lessons there are for sponsors. Below are my talking points; I would love to hear yours. more
London 2012 olympics activation
Lesa Ukman Oct 30
Over the last decade, upscale fashion brands found on New York City’s Madison Avenue, Paris’s Avenue Montaigne and London’s Sloane Street have extended well beyond apparel and accessories into housewares, sheets and textiles, lighting and furniture. more
international trends venues fashion
Lesa Ukman Aug 13
The extreme approach taken by the London Organizing Committee for the Olympic Games (LOCOG) to enforcing IOC marketing rules has not only not protected official sponsors, I’d argue it has hurt them. Each time the brand police tape over the logo of a non-sponsor, or warn the public about wearing a Pepsi T-shirt to the Games, or insist policemen carry their snacks in unbranded plastic bags, they drag down the brands of the sponsors. more
backlash London 2012 olympics ambush marketing
Lesa Ukman Aug 13
Non-sponsors during the Olympic Games got noticed through a variety of tactics, including making news around related topics (Nike, Specsavers, Tetley Tea), championing human-interest stories (Red Bull, Virgin Media, Beats), sponsored Tweets (Nike), and pop-up venues in London (Puma, Mizuno, Karl Lagerfeld, Opening Ceremony). more
London 2012 olympics ambush marketing