Through our bi-monthly Friday Press Review, the team selects the most interesting news in marketing industry, mainly in sports and luxury fields. As 2020 is ending, we picked the 12 top news that marked this year in our special edition. Here is our 2020 Friday Flashback Press Review.

For 20 years, Dominique Curchod Communication has been helping increase its clients’ visibility in Television and on the Internet through highly sophisticated distribution systems at the relational, editorial and technical levels. The 2020 lockdown brought new challenges but also new opportunities for us to help our clients harness their heritage and get organized for the future.

The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can visit, to the priorities we have and the way we spend our time and money. What we see happening here in Switzerland is also happening around the world to various degrees and scales. Some of these changes may indeed be here to stay, perhaps accelerating trends that were already on their way, or redefining how we act as consumers.

Founded by Anthony Schaub, The Consultancy is celebrating its 4th birthday, the equivalent of an Olympic cycle. Its professional and motivated team sees each new project as an opportunity to excel. Thanks to their continued achievements, The Consultancy was able to strengthen its workforce to a dedicated team of six. Focused on the future, the marketing firm’s local and international clients rely on them to set increasingly ambitious goals.

Moving an event online can seem overwhelming, but research shows that making it happen is often more beneficial than expected. When a virtual event is well planned and based on a well-designed platform, it can complement or even completely replace a physical event.

An influencer will speak about the pros and cons of your products, but in such a way as coming off far more credible and useful than any traditional ad could do. It is important to realize that it is the influencers who have built their audience. It is not accidental that fans follow influencers and not the brand. By reading a post, the audience cares much more about the influencer’s opinion of your product than about your brand.

Influencer marketing: everyone’s talking about it. It’s been a buzzword for a while now and mainstream media refers to it constantly. But what is influencer marketing, really?

If we want to focus on the positive, inside the reign of sports, the younger esports has the potential to gain terrain on its elder sibling by seizing new opportunities during these unprecedented times. Still unaware of exactly what esport is and its origins?

We’ve all been there. In the grocery store, staring glossy-eyed at the 100 different pasta boxes without knowing which to choose. And then, without really giving it a second thought, we go for one brand over all the others. More often than not, our decision is influenced by age-old marketing practices. It’s another definite win for advertising – and we become a “victim” to marketing yet again.

The NFL's Superbowl has always been the pinnacle of sport and entertainment in the US. With the price tag of a commercial spot floating around the humongous valuation of $5.6 million, companies investing in these spots need to create a real emotion to the viewers, or at least a great buzz (did you say viral?). Here is our top 5 of the 54th edition of the Superbowl.

The famous Olympic motto which motivates all high performing athletes, also inspires the sports companies that cater to them – as they develop the scientifically designed gear which enables them to go faster, jump higher and be stronger. But technology enhanced clothing is often the subject of debate for giving an unfair advantage to those who wear them.

Alexa, Google Home, Siri: fancy names, aesthetic voices. More and more people are using these digital voice assistants in their everyday lives. In the United States, smart speaker owners grew 40 percent in 2018 and today amount to 66.4 million. In other words, 26.2 per cent of the US adult population or one out of four Americans has a smart speaker at home.

Merrick Haydon is UK Managing Director of rEvolution, a global integrated sports and lifestyle marketing agency. He has more than 20 years’ experience within sports marketing, sponsorship, PR and event management working with clients such as BMW, Jumeriah, Land Rover USA, MasterCard, Mizuno, Rolex, UBS and Volkswagen.

In an era where consumers’ blind trust has disappeared across all industries, honesty and authenticity have become the qualities that matter most. More than ever, companies are being held to higher standards. New generations expect more from brands. From the shirt they wear to the poke bowl they post on Instagram, they choose products and services that align with the values they want to project online and off, increasing the need for brands to be value conscious. Of course, customers still want value for their money. But today, specific values now count more than price.

eSports puts brands in front of an audience that is becoming notoriously difficult to reach. The viewers of eSports’ content are less likely to consume traditional media. They grew up watching YouTube and getting content on demand. For them, heading to popular video game streaming site Twitch to watch a match is traditional.

ESports exploded in 2010. Good players started posting their gaming sessions on global online platforms such as Youtube and Dailymotion, but they lacked the capacity to live stream interact directly with the gaming community. This led to a simple yet remarkable solution that changed the industry forever: Twitch.

Unless you were living under a rock these last few months, you learned that a formerly unknown 16-year-old video game player from Pennsylvania named Kyle Giersdorf, aka Bugha, was the first-ever winner of the Fortnite World Cup, earning USD 3,025,900 in prize money. As a comparison, Novak Djokovic’s prize money for winning Wimbledon this year was USD 2,983,748. Yes, you read right, Nole won less money than Bugha.

The Consultancy Group specializes in the industries of luxury and sport at the highest level. Large luxury companies trust us to restore lost agility and flexibility. The smallest, according to them, gain international experience and a network that they would not necessarily have needed to integrate this year, but which permit them to optimize their marketing strategy.

Betting on sports is a global phenomenon. The year 2018 was a landmark year for gambling in the United States due to the fact that the government repealed the Professional and Amateur Sports Protection Act (PASPA), which made it possible for individual states to decide whether to legalize sports betting. Seven states launched regulated sports betting, and more are likely to follow in 2019, especially when they see the results of their neighbors.

First, let’s get back to the basics. The Super Bowl is the most widely viewed event in the world each year, even higher than the Olympics Games. In 2018, some 114 million Americans, approximatively 1/3 of the country’s population, watched the Super Bowl on TV. The location changes every year, but the event is always held on the first weekend of February and has been running for over 53 years.