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Marketing & Sales

The Art of the Sponsorship: 3 Ways Sponsorships Can Improve your Brand

Global sponsorship spending is a $60.2 billion business, according to IEG’s 31st annual year-end industry review and forecast, and is projected to grow 4.7% this year. What is it that draws CEOs and CMOs to sponsorships as a brand-building tool? One CEO explains how a niched, targeted sponsorship has been effective for his business, while the event director offers 3 ways CEOs can optimize their sponsorship spends.

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Could McDonald’s’ Zero-Margin Advertising Deal with Omnicom Completely Change the Ad Game?

When McDonald’s decided to consolidate its nearly $1 billion annual advertising business with Omnicom Group in late summer, severing its relationship with longtime incumbent Leo Burnett, the restaurant giant reportedly required Omnicom to sign a contract that went well beyond the usual agency concessions. Industry buzz was that Omnicom must now create a new agency dedicated to the account and move its headquarters to Chicago.

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3 Bad Pricing Strategies to Avoid and 3 Good Ones to Adopt

CEOs know the right pricing is critical to company performance. If you’re like most CEOs, you probably spend a lot to time discussing pricing with your team. Yet, time and again, CEOs and their teams get it wrong.

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Mid-Market Firms Need Better Disaster Planning and Insurance

Many middle-market firms lack sufficient disaster plans, business continuity plans, and insurance to prepare for and recover from large-scale natural disasters, according to a recent survey of its partner firms and brokers by Assurex Global.

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