Welcome to the weekly Wrap from How-Do - media news for the North West.
The Wrap's guest editor this week is Andy Poole.
In a week dominated by Wimbledon, it was refreshing to see some football related news on How-Do. Although news of Carlsberg’s Liverpool FC sponsorship contract expiring is probably one less signing that Rafael Benitez wants to think about, it shows the power that some traditional communication mediums still command.
Carlsberg pay Liverpool £7.2million for shirt space that projects the lager’s brand via a mix of international, national and regional news pages, and TV. Considering this approach reaches an audience of millions and other companies are paying Premier League clubs three times as much for sponsorship, it represents good, probably the best, value for the brewery.
It’s worth raising a beer to news that Fulham FC has signed Rippleffect to redesign its website for next season. While Rippleffect is a national web agency, there’s no denying its strong northern roots and it’s always pleasing to see reputable businesses from outside the region looking to the North West for expertise.
Elsewhere, non-football related, Baker Tilly predicts consolidation in the North West’s digital sector over the next year. Given how populated the sector is becoming with ‘one-off’ agencies offering specific techniques as opposed to wider communications strategies, I suspect consolidation of some form is inevitable. However, I believe this will be preceded by smaller agencies looking to diversify and also forming strategic partnerships with complementary service providers in the first instance to satisfy growing market demand for comprehensive marketing and communications expertise.
Returning to the balls theme, NCC Group is challenging Manchester’s media community to a softball competition. It’s an applaudable initiative that will raise funds for worthwhile charities. However, judging by the regular sniping on How-Do’s comment postings, NCC might have to focus the competitors more on using baseball bats to hit balls instead of each other!
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