Here are some of the most interesting articles of the last weeks selected by The Consultancy Group:
RELEVENT SECURES UEFA NATIONAL-TEAM COMMERCIAL RIGHTS FOR THE 2028-2036 CYCLE
SPORTS - US-based agency Relevent has secured the commercial rights to UEFA's national-team competitions for the 2028–2036 cycle. The agreement expands its existing partnership with UEFA beyond club competitions, covering media and sponsorship rights for major international tournaments. The deal aims to strengthen the commercial development and global reach of European national-team football. It also highlights the growing role of specialised agencies in maximising the value of sports properties and attracting international partners... More HERE
MARKETING’S UPPER MIDDLE EMBRACES AI CREATIVE PRODUCTION
TECHNOLOGY - Artificial intelligence is becoming an essential part of creative production for brands beyond the world's largest advertisers. Companies such as Wyndham Hotels, Opella and BetMGM are integrating AI tools to produce marketing content faster and at greater scale. Wyndham reports creating 15 times more creative assets, while Opella has generated over 20,000 pieces of content using AI. These technologies help brands adapt campaigns across different markets and platforms while reducing production time. However, human oversight remains crucial to maintaining creativity, quality and brand consistency... More HERE
WESTFIELD RISE AND LIONSGATE LAUNCH HUNGER GAMES: SUNRISE ON THE REAPING IMMERSIVE EXPERIENCE IN LONDON
MARKETING - Lionsgate and Westfield Rise are bringing The Hunger Games universe to life with a free immersive experience at Westfield London. Running from October 30 to November 23, the activation will feature interactive installations, exclusive collectibles and a preview of the upcoming film Sunrise on the Reaping. The experience forms part of a wider marketing campaign combining digital, outdoor and influencer activations. By transforming a shopping destination into the world of Panem, the initiative demonstrates how experiential marketing can build excitement and deepen audience engagement ahead of a major film release… More HERE