Blog.

Picture this: a luxury car brand approaches you about creating a campaign… The team has listened to their head of digital bang on relentlessly about understanding the audience before creating a campaign and have got their audience profile sorted. The client wants to reach wealthy British men aged 65-75 who like sports cars, dogs, and […]

Peter Ganney describes the regional communications market as “highly competitive”, but says “the deck isn’t stacked against the ‘little guys’”. “When it comes to new business pitches, we usually find ourselves in the final stages up against the big global agencies and sometimes we win, sometimes we don’t. It can be a challenge for a […]

It’s the Super Bowl LIII this weekend.  One of the most watched annual sporting events in the world, surpassed only by the UEFA Champions League final. With tickets costing between $2,500 and $3,000, fans expect to be entertained off the field as well as on the field. And they get it. Music, fireworks, million dollar […]

Here we are, January 2019. I know, I can’t believe it either. It’s a time of year I enjoy, a time to reflect and a time to plot some new challenges, both personally and professionally. It’s also the time of year that some of the marketing industry’s top ‘experts’ come out of the woodwork. They […]

In 2016, our Future of the Sports Fan report identified eight key trends that would shape the next few years for fans – both the evolution of the fan experience and fan communities. Comprising interviews with rights holders, brands, academics and industry experts, the study was not designed as an exercise in future gazing but instead […]

To bring the “For The Ride” brand message to life, we worked with a series of famous Triumph riders. Each was asked to take their favourite Triumph Motorcycle on a journey that meant something to them. Queen B took us on a journey along the famous Fosse Way to visit her parents.

Some call the game of football ‘the language of the world’; it connects more people together than any other spoken language. Nevertheless, the culture of the sport differs from one place to another. Fans in Europe associate it with groups of friends, beer and bars. In Egypt it’s known for Shisha and outdoor screening of […]

It’s likely you’ve been living under a rock this week if you’ve not heard about the announcement of the W Series to both backlash and backing from those in and out of the industry. What’s the fuss about? Wednesday’s announcement stated that the female-only racing championship had the aim of getting female drivers into a […]

We’ve had a busy summer and are delighted to welcome some new joiners to the Performance team. Former journalist Joe Finnerty and Account Manager Chloe Yemm join the automotive team. Finnerty was previously at The Sun where he was editor of The Sun Motors online, responsible for evolving the paper’s digital motoring coverage. Prior to […]

While I’m still recovering from the drama of Alistair Cook’s final test match and a 10 hour T20 Blast finals day TV marathon, a new format of cricket is readying itself for inclusion in the English cricketing summer. Last year the ECB, in an effort to widen the appeal of cricket, went back to the […]

Rugby Union. A sport steeped in history and tradition. However it could be this tradition that has held the game back. In terms of club sizes, pay packages and TV viewing figures, it significantly lags behind other mainstream UK sports such as football, tennis or cricket. The game only turned professional in 1995 and some […]

I love golf. I’m not alone. There are loads of us – it’s the eighth most popular sport in the world, after all. That’s why it was so disappointing to see one of the game’s great events – the US PGA Championship – mired in broadcasting controversy. Some might consider it the lesser of the […]

Historically Test cricket has been the pinnacle of the sport. However in recent years the game has failed to engage younger fans in the same way white ball cricket has. Having worked at Lords myself, I’ve witnessed the sell-out T20 Blast matches in comparison to the nearly empty county championship matches. The viewership figures for […]

At Performance, we pride ourselves on creating insight-driven content. Typically our focus is on delivering this content for our clients rather than ourselves. Sometimes, however, we do create videos to highlight our work or write a blog on subjects about which we’re passionate – normally sport and cars. By publishing interesting and engaging content, we […]

Known for rolling out algorithms, makeovers and new features on a regular basis, Instagram (the Gok Wan of the social media landscape) has finally got it right. Well, for brands anyway. Last month, Instagram introduced the new explore page to select users and has since rolled it out to everyone. The new page sees everything […]

In the past 12-18 months, we have seen an increase in the level of attention paid to the subject of brand purpose. However, ‘purpose’ has almost become one of those words that everybody uses and yet nobody really understands. And nobody dares to admit it. But I had to. I have recently started working with […]

We regularly use a host of insight tools when planning our campaigns but this week, I wanted to use Google Trends to track the rise – and fall – of interest in the England football team. In the past 48 hours, interest in the World Cup came to an abrupt end for England fans. Meanwhile […]

So England is out of the 2018 FIFA World Cup. But we came close and there are a lot of positives we can take from the tournament. There are plenty of pundits giving their opinion on England’s on-pitch performance but this article looks at how the team and the FA performed off the pitch, from […]

Stop sniggering in the back…As the old adage goes, it’s what you do with it that counts. Especially when it comes to influencers. There are many ways to judge the importance, or influence, of an individual, be they on Instagram, Twitter or a newspaper. If you remember the 3R’s then you will be much better […]

At Performance we have the full spectrum of F1 fans. From the full-on watch-every-weekend addicts to those who probably couldn’t name more than two drivers (and this is probably more down to Lewis Hamilton’s latest haircut or social media gaff than his driving). But what do they make of this season so far? We take […]

For decades, businesses have refreshed logos, straplines and more recently websites. Sporting teams have done it too over the years, some to greater success than others. However sport evokes a passion in people that most companies can only dream of. So from something as simple as redesigning a club badge to changing a club name, […]