E173: Marketing’s Bigger Picture

Today’s podcast is the first of a series in which we look at sports market through the lens of one of the biggest media and marketing networks in the world, Omnicom. This allows us to get beyond the bubble of the sport sponsorship industry and look at sport through a wider lens and allows us to ask some broader questions as to the value of sport to brand clients. So this is a conversation about what CMOs want from their marketing spend, and whether sport is equipped to deliver on those demands, we note the gap between the level of digital inventory on offer within sponsor term sheets, compared to the demand for digital advertising generally, which leads to the question, is sport selling what brands want to buy?Our guests are three business leaders from across the Omnicom media network. Louise Johnson is CEO of Fuse, Omnicom’s sport and entertainment agency, with clients including PepsiCo, Barclays, FedEx, Nissan, Vodafone, Royal London, EasyJet and Klarna. Louise is joined by Dan Clay, CEO of Omnicom Media Group and Bhavin Balvantrai, Chief Market Analyst, OMG Group UK.If you like the podcasts you’ll love the Unofficial Partner newsletter, that goes direct to the inbox of thousands of senior executives across the global sports business every Thursday. To join them, sign up via unofficialpartner.com Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.