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How-Do weekly Wrap - 23 January 2009 - Craig Johnson |
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Friday, 23 January 2009 |
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Welcome to the weekly Wrap from How-Do - media news for the North West. 
The Wrap's guest editor this week is Craig Johnson SO AIG will not be renewing its contract with Manchester United, bringing to an end one of the most prestigious and expensive sponsorship deals in football history.
It’s hardly any surprise given the deep financial crisis afflicting the company which is effectively owned by US taxpayers after the US treasury and Federal Reserve provided a $150bn lifeline to save it from bankruptcy. But as we all know, it’s not the only company fighting for survival so who can afford to align itself with the world’s most famous football team?
The tobacco industry is ruled out and foreign rulings on alcohol advertising would impact on the value of any deal, while I find it difficult to contemplate either the motor or financial services sectors battling it out to sign-up. Maybe brand Rio will come to the rescue, as the football mogul continues to shrug-off the credit crunch and grow his empire with the launch of his own digital magazine. He can be happy in the knowledge that by finishing his career with the English, European and World Champions he won’t risk the backlash of the Old Trafford faithful, unlike some previous sponsors who have done deals with the Glazier regime.
Celebrity endorsements can be a sure-fire way to marketing success - think Beckham and Armani, Jamie Oliver and Sainsbury’s and now Ricky Hatton and Manchester’s Entertainment Guide. Clearly, the publishers know ‘celebrity sells’ but with Ricky Hatton on board they can avoid being floored by bad debt with the ‘Hitman’ on hand to collect any delayed payment...
It’s great to see talent retention schemes being set up and I hope similar initiatives to Manchester Masters are rolled out across the region. One of the biggest challenges our industry faces is finding, developing and keeping talented creative individuals in the region. More needs to be done to communicate the opportunities and standard of living the North West has to offer. The resourcefulness of the region will see it prosper in the future and anything that helps to stop the London brain drain can only be positive for the future of the region as a whole.
Craig Johnson is commercial director at digital agency Rippleffect
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