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Flying too close to The Sun - how Tabcorp and News UK snatched defeat from the jaws of success with

Article originally written for for EGR Intel Magazine, August 2018 In sports betting, the tipping point of success versus failure is known as ‘expected value’. It’s the yard stick of what a bettor feels they can win or lose for every bet they place on the same odds if repeated ad infinitum. Positive expected value (known as +EV) ensures a net profit over time while a negative value (-EV) means a long term loss. The recent closure of Sunbets.co.uk is certainly in the latter’s camp - for one of the partner entities, at least. The Sunbets joint venture between News UK, the wholly owned subsidiary of American mass-media conglomerate News Corp and Australian publicly traded gaming group Tabcorp c

New tech for old problems: how to keep up with the disruptors

Originally published by Campaign Magazine in October 2015 Can marketing innovate alongside era-defining brands? It's getting to the point where no tech company feels it can be taken seriously unless it's disrupting something. Anything. Just finding an old problem and solving it with a simple, intuitive solution. This newfangled trend for exposing the limitations of an industry by inventing a solution through the use of technology, and rapidly dominating it until a multibillion-dollar IPO, is all we read about in the pop-up blogs of TechCrunch, Forbes and LinkedIn. And it’s great – really it is. Even for this wizened hack of a marketer (who spurns Apple products as plug-in jewellery for Tween

The five most elusive emotions in advertising

The most effective advertising triggers consumers’ emotions, but brands with mundane products find it hard to achieve – with these being the most difficult to get right. Originally published by Marketing Week, January 2018 One of the most difficult tricks in advertising is to engage with your audience on a deep emotional level. For the likes of WWF and War Child it seems simple enough: their purpose is clear and their delivery true; you can’t help but be dabbing some tears at the sad imagery and message on display. But what if your career has taken a different, less holistic path? You might be marketing nasal spray, suction-based home cleaning equipment or car insurance, so how on earth do y

Will Hill and the #ItsComingHome World Cup Hashtag controversy

An original interview for EGR Marketing, July 2018 Q. First of all, what is your opinion on William Hill buying the hashtag, which initially included a WH-branded football strip emoji next to the hashtag, but this was eventually removed (William Hill says this was their decision)? Was it a smart play to buy this Twitter hashtag in the first place? Why/why not? In terms of tactical marketing it was a brilliant ruse - no matter how well or badly England do, 'Three Lions' always becomes the unofficial battle cry and the marketing team at Will Hill were sharp enough to grab it before anyone else did. Getting squatter's rights on the Hashtag was a great idea but rather inevitably it came with bag

Why did The Sun go down on Sunbets?

In sports betting, the tipping point of success versus failure is known as ‘expected value’. It’s the yard stick of what a bettor feels they can win or lose for every bet they place on the same odds if repeated ad infinitum. Positive expected value (known as +EV) ensures a net profit over time while a negative value (-EV) means a long term loss. The recent closure of Sunbets.co.uk is certainly in the latter’s camp - for one of the partner entities, at least. The Sunbets joint venture between News UK, the wholly owned subsidiary of American mass-media conglomerate News Corp and Australian publicly traded gaming group Tabcorp cost the Australians a total loss of £51 million. That’s a bad day a

USA online betting and sports sponsorship Q&A for SBC Americas

With three casino/sports team tie-ups already, do you think we're just seeing the start of a rush of betting/gaming sponsorships and US sports? Inevitably yes – for better or worse this land grab for eyeballs happens every time a new market regulates with cash rich/ subtlety poor operators clamouring to spend their marketing Dollars in any way possible to simply generate brand noise above and beyond their competitors. There’s still a mistaken belief that a logo and URL repeated a million times is a marketing strategy when in fact it should be part of a diverse and collaborative channel marketing effort. Will the market differ significantly from the UK/European experience? Will shirt sponsors

What an unsuccessful Netflix job application looks like (that doesn't even warrant an automated

To whom it may concern, I recognise that my professional experience isn’t as closely aligned as other applicants to that which you’ve outlined in the Global Creative Marketing Director JD, however I wanted to share 13 Reasons Why I believe I’d be a great fit for this role. My track record in online gaming covers a significant amount of global marketing and social campaigns for premium entertainment businesses. After an inauspicious start in agency marketing 18 years ago (A Series of Unfortunate Events led me to order 20,000 cigarette lighters in the wrong hue of blue) I found my feet and have been an advocate and proponent of creative strategy and integrated campaign delivery ever since. My

What if God was one of us… are the 10 Commandments still relevant in the contemporary marketing wor

Adam and Eve had no real use for a new 64Gb iPhone X with double data package. If they wanted to explore, they could walk around the limitless bounds of Eden at will with no need to plug into Waze. Dating was a foregone conclusion, no formal employment meant no email and if they wanted to chat, they could simply talk to each other. The apple that did have a certain appeal was literal yet totally forbidden. That was until a wily snake, oozing sales savvy from every scale, used all the direct marketing tricks in the book, from brand hype to negging, in order to close the aspirational Eve. In a trick mimicked by Millennial-hungry brands to this day, he suggested parental disapproval to entice a

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