Strategy Leaders: At a time when even the most popular TV shows struggle to attract audiences of over 20 million, brands need to be creative, writes EssenceMediacom’s head of creative strategy.

In brief: The brand kicked off an “integrated, digital-driven campaign” with a series of digital films depicting fans’ devotion to their national teams.

In brief: Audi has partnered with Sky Sports to become its first innovation partner.

Bauer’s commercial chief and Wickes’ head of marketing explain how their relationship has now lasted for a decade.  

Gambling brands are no longer the most prevalent sponsors across major English sporting teams

Sony is set to appear in the new series of E4’s Made in Chelsea, representing the show’s first product placement partnership.

Marketers are supposed to excel at searching out relevant properties for clients to associate themselves with – so why is Barclays set to pull its multi-million pound sponsorship of the Premier League after 13 years?

With the eyes of the world on London during the summer, what media came out on top? Was it the first really convincing social media games, or did traditional media hang on by the fingernails to their ascendancy? The answer is a bit of both.

28% of people think that Pepsi is an official sponsor of the London 2012 game, despite Coca-Cola spending upwards of £100 million to be the only official drinks sponsor, according to a recent Toluna Global Omnibus survey.

In our latest research focus article, TGI’s Ashley Underwood looks at the forthcoming Rugby World Cup and what makes the keenest rugby fans so valuable and the effectiveness of sponsorship around the event.