Social media data, driver of the new age of commercial deals in sport and beyond

Russell Glenister, SnapRapid founder & CEO Most marketers would agree that knowledge is power, or at least the essential building block for any successful campaign. After all, it’s only when you truly understand what the target audience really thinks about a product, service, idea or proposition that you can build a campaign to help you…

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Celebrity endorsement and the misuse of influence

Russell Glenister, SnapRapid founder & CEO Celebrities have been endorsing products more or less as long as there have been celebrities. And now, as social media challenges the established marketing order and shakes advertising by the throat, we appear to be entering a Golden Age of celebrity influence over consumers. Back in the day it…

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Rio 2016: After Team GB’s gold rush, the case for social elevation

After the Rio gold rush, Team GB’s athletes have returned to face a different sort of challenge. While success may well breed success, the law of supply and demand means that British medal-winning athletes, who might have expected their podium moments to open the door to myriad sponsorship deals, have a new battle to win…

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