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Synergy Loves…Björn Borg at London Fashion Week

What happened On the eve of London Fashion Week underwear brand Björn Borg recreated the visual phenomenon of the Northern Lights as part of a Swedish spectacle to showcase its Spring/Summer 2012...

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DKNY’s fake social media buzz becomes a reality

DKNY PR Girl is, in her own words, “your well-placed fashion source”, bringing behind-the-scenes scoops from inside Donna Karen New York. She also happens to be Aliza Licht, Senior Vice President of...

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All Quiet on the West End Front

What is it? Selfridges has never been just a shop. In recent years we have seen a number of experiential installations from brands utilising the space Selfridges offers. In 2011 it was the The Truvia...

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Re-writing the pop-up book

In Synergy’s Trend Report at the beginning of the year we said we hoped to see less of the ‘ubiquitous pop-up’, where historically a brand would simply utilise a disused space as a temporary and...

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Cold Hands, Warm Heart…Sochi 2014

The Winter Olympics somewhat crept up on me, as I think it did for most of Great Britain. The focus seemed to be solely on the security risks, the cost of the Games and accusations of homophobia in...

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IG at Big Game 7

Launched in 2008, the annual Big Game fixture, which sees Harlequins move their post-Christmas Premiership home game to Twickenham Stadium, unofficially acted as the launch of IG’s sponsorship of the...

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Women’s Sport Week 2016

In our second instalment of special guest interviews to celebrate Women’s Sport Week 2016 we spoke to Baroness Sue Campbell, Head of Women’s Football at The FA. A former England netball player and...

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Women’s Sport Week 2016

Taking over our blog today, in honor of Women's Sport Week, is Anna Kessel, renowned sportswriter for the Guardian and the Observer, as well as Chair and co-founder of Women in Football. In June, Anna...

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Gold in Rio. What Does this Mean for Women’s Hockey?

Ever since I picked up my first hockey stick at the age of 12, I was hooked and the aspiration of playing for my country was born. To watch the Team GB women win gold in Rio and stand on the podium...

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Two Steps Forward, One Step Back – WSW16

Sitting in the audience at Monday's launch event for Women's Sport Week, I couldn’t help but feel the momentum behind the profile and awareness of women’s sport. We are moving in the right direction....

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Bose F1 Garage Experience: The Power of Sound

Can the power of sound take you somewhere you’ve always wanted to go?Can Virtual Reality, without the visual component, be just as immersive?Bose is convinced that the answer to both of these...

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Why Brands Aren’t Buying The Olympic Stadium Sponsorship

Naming rights sponsorships of major sports stadiums and entertainment arenas are something with which we are all very familiar. What began as a US phenomenon in the 1970s and 80s, as brands took the...

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Protests & Progress: The Continued Rise of RB Leipzig

In September 2014, I wrote a blog about how RB Leipzig were sending shockwaves through German football as they reached the 2. Bundesliga. The team have since continued with their rapid rise, climbing...

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VIDEO: The vision of the future

Content. The buzzword of modern-day marketing. Not a day goes by in the office when the word content isn’t mentioned. With all this comes a huge increase in video content, and at a time where one...

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No surprises, except maybe one: a look at LA 2024 sponsorship

The Los Angeles 2024 Olympic Bid published its Games budget overview last week, which included a first look at its estimated revenue from domestic sponsorship. The headline of the release that...

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Five Campaigns that Made 2016 a Year to Remember for Women’s Sport

For many, 2016 has been a year to forget. But amongst the obvious chaos, we are delighted to head into Christmas with some altogether more positive news. Figures released by Sport England in the last...

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And Then There Were Two: Will It Be LA or Paris That Hosts The 2024 Olympics?

This being a gap year in the Olympic cycle, in 2017 we have no Olympics to look forward to, either of the Summer or Winter variety. But, as always in these gap years, there’s an Olympic spectacle of a...

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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 2011400m: F1 television audience in 2016, down from over 600m in...

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21st Century Girls

During Engine’s 21st Century Woman event yesterday, surrounded by a collection of clients and colleagues, listening to a captivating panel of women including Stella Creasy MP and Kate Dale of...

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Engagement Design – Less is Always More

'Engagement Design' isn’t just about how your campaign looks, it’s about how your campaign works. In this digital age we have ever-decreasing attention spans. It has never been more important to use...

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