Marketing

3rd October 2014

Are you an ad agency or what?

An aggressive sort of question. But one that Signalyard faces frequently. And to be fair, it’s not a bad question. What does an ad agency do nowadays? The good ones provide a level of technical expertise that can be hard to replicate in-house. They know the consumer and understand ways to engage them. They know…

4th July 2013

Marketing is the new news

Speed of reaction is becoming as important for sports brands as it is for athletes. Running brands and other sports marketers have been amongst the leaders in a ‘real-time marketing’ trend over the past three years for brands to act more like newsrooms. Gatorade was one of the first. Their Mission Control Center was set…

8th May 2013

New new kit for cyclists

Let’s face it. Plenty of us cyclists love a new piece of kit. It seems half the people I ride with start most sentences with “have you see the new …”. So I shouldn’t be surprised when my post last week about Cycling Innovation got quite a few responses talking about other favourite improvements on…

3rd May 2013

Tapas Comms

Signal was set up for a post 30-second marketing world. 30 seconds is of course the generic time span for a TV-ad. For most, a “post 30-second world” means that TV advertising, designed to interrupt your linear viewing and force you to watch it before your programme resumed, is no longer relevant. But here’s a…

2nd May 2013

Trading Guns for Bikes

It’s a brilliant idea. Take guns off the street and replace them with bikes. Uruguay rates 9th in the world for the number of guns per capita. With a population of just 3.3 million, there are more than a million guns – half of those unregistered. Under the Uruguayan Interior Ministry’s “Weapons for Life” campaign, residents…