UP296 The Big Idea

This is a new series on creativity in sports marketing. With award winning Creative Director Simon Moore as our regular sidekick, we go in search of brilliance. Each episode dissects campaigns we love and campaigns we hate. Some rules: Does the idea deserve to be celebrated in the UP Big Idea Hall of Fame? Does the campaign come with a level of craft and sophistication that merits an award, does it challenge the conventions of the what’s normally done in its category?Can only sport deliver this idea? Creativity in the sport category is an oddity because it's not a specific medium - PR, ad creative, media, outdoor etc - sport itself is the medium for the storytelling. It has to be not just the canvas for the idea, but the paint as well. Does it add value to the fans experience of sport? And does the brand play a relevant role? Fans are not just customers, they are different, how does the work reflect this fact? Does the insight behind the creative show a nuanced understanding of the fan? Does it re-imagine the traditional and expected role of sport in the world? We'd love to get you involved. Feel free to nominate a favourite campaign.If you work on brand side, or for an agency, the same question applies: what's the best work to ever come out of your office? Some links that are referenced in this episode:How To Win A Cannes Lion, UP NewsletterHow to Win A Cannes Lion, UP175 with chair of judges Ben HartmannKasabian England shirt launch by UmbroThank You Mom by P&G/Wieden + KennedyFederer v Agassi in DubaiWe Love LA, Nike, LA1984No More Red, Arsenal and AdidasThis week’s episode is brought to you by our friends at Turnstile.Do you know what your sponsorship is really worth? Now you can stop guessing and start knowing… with Turnstile fair market sponsorship valuations.Turnstile uses real market rates to quantify the value of every single sponsorship right within a deal. Turnstile looks beyond the traditional media metrics to calculate the value of the Exposure, Intellectual Property and Direct Benefits.Turnstile delivers a recommended transaction price that’s comprehensive, accurate and defensible.So don’t pay too much. Don’t leave money on the table.Know the fair market price and buy and sell with confidence.Get in touch with Turnstile at https://turnstilegroup.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.