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Geolocation: The technology that has revolutionised the world of sport

Geolocation: The technology that has revolutionised the world of sport

Geolocation has come a long way in recent years. A technology that was previously restricted to military equipment and distress signalling is now available on almost every mobile device such as mobile phones and the growing trends of fitness trackers and watches. The technology is now key for sports teams and individuals and right through to sporting enthusiasts.

Geolocation is an estimation of the real-world location of an object like a phone or tracker. It works by coordinating, from several satellites, the location of the object. We now see the technology being used in consumer apps such as navigation app Waze, which offers real-time delays and reroutes as well as using AI to work out better routes by tracking thousands of journeys.

Since then, we have seen developers use geolocation in more and more innovative ways. Dating apps have used the technology to great effect. The PHA Group client Happn, for example, matches people depending on where they are and if they have, ‘crossed paths’. The idea being that they have similar interests and therefore be more compatible. Amazon’s recent launch of their Amazon Map Tracking, allowing people to check precisely where their packages are at any point in time.

Where geolocation technology is becoming increasingly popular, though, is in the world of sport and fitness. Sports teams, including the England rugby team, have used GPS trackers to analyse players’ performances, combining this with video match analysis. Being able to accurately measure performance using geolocation data is helping sports teams to analyse ways of improving performance, training and tactics. Sports scientist Ben Pollard when talking about the England teams trackers said, “It gives us an objective quantification of the movement demands of training and the game.” With every second counting at the pinnacle level of sport, this insight is invaluable.

But not everyone can play rugby for England. However, for the rest of us, the attraction of tracking our fitness routines remains strong. Small wearable trackers have now reached the high-street. The huge popularity of the Fitbit brand has seen most manufacturers jump on the tracker and fitness watch bandwagon. Whether they help us to track how much exercise we do, or shame us into doing more, GPS has been included in the majority of mobile tech. These wearables have become more and more advanced with watches like the Samsung Gear Fit 2 now offering great workout functions and a heart rate monitor on top of the standard GPS tracking.

For those going to the World Cup, it may well be difficult finding your seat with some of the stadiums holding over 60,000 people. To solve this problem Netco Sports has used geolocation to help bewildered fans find their seats. It works by matching fans locations, the location of their seat to give them a detailed map of how to get there in time for kick off. With the localised notifications the app, it will also be able to advertise special promotions in real time, depending on the person’s location in the stadium.

Geolocation has become a must-have fitness accessory. If you’d like to find out how our fittech team can help you boost your business or brand, please contact the team today.


World Cup 2018: PHA Predictions

It’s finally here the greatest footballing show has arrived. Hosts Russia have kicked off against Saudi Arabia signalling the start of the 2018 World Cup. As a company we couldn’t be more excited, the sweepstake has taken place, the wall-charts have been blu-tacked, we’re ready for the football feast. Welcome to the PHA Predictions.

This was a collaboration between Will Tait, Tom Clarke, Joe Toal & Peter Jackson Eastwood.

Who will win it?

This could be the toughest World Cup to call for a long time. Neymar has returned from injury and will be looking to fire Brazil to redemption after the previous haunting 7-1 Semi-final loss to eventual winners Germany, who themselves will take some beating. The Germans just know how to win high-stake football games. Spain arguably have the best midfield in the tournament with players like Fabregas deemed surplus to requirements, but it remains to be seen how much the last 24 hours have affected the players with Julen Lopetegui sacked as manager on the eve of the tournament. There is of course the case of Les Bleus, if Didier Deschamps can get France on a roll they will be unstoppable.

How will England fare?

In Gareth Southgate, England have found a tactician who isn’t afraid to rip up the rulebook and try something new. Unfortunately, with the draw and the likely knockout pairings England are probably going to be out to Germany in the Quarters without meeting serious opposition beforehand. Still, a last eight finish would represent a good return for Southgate’s first tournament.

Best England performer

Harry Kane is to England what Neymar is for Brazil, both men are talisman for their respective nations. If Sterling can keep his cool in front of goal, his form from the season just gone suggests he will be in for a good tournament. We’re also tipping Kyle Walker to be a stand out performer for the three Lions, the prospect of Walker bringing the ball out of defence at pace is exciting for all English fans.

Star player prediction

We couldn’t ask this question and not include Leo Messi. Can the GOAT finally deliver his nation a World Cup? At 31 years of age, it could be his last World Cup. In David de Gea, Spain have Europe’s best keeper, he could have three clean sheets by the time the group stages are finished. Otherwise France’s Antoine Griezmann or Germany’s Timo Werner. Whichever one fires could win their nation the World Cup.

Which side is your dark horse?

This is always an interesting question.

Serbia’s defence and midfield are strong, but they’ve recently lacked a striker. Mitrovic has scored 12 goals since Christmas and played a major role in firing Fulham back to the Premier League. Denmark could cause an upset, but Christian Eriksen holds the key. For this ever-improving Danish side to do well the Spurs dynamo needs to be on the ball. There’s also the case of Belgium’s golden generation, amazing depth across every position, but has the coaching double act of Martinez – Henry shot them in the foot? Will Mo Salah be fit for Egypt’s group games? If he is and can re-create his form for Liverpool, Egypt have a shot of qualifying from Group A and then, who knows?

Which of the big nations will underachieve?

France’s individually talented pool of players are the envy of the world – but it remains to be seen if they can gel together as a team in a major tournament. Portugal could also struggle under the strain of expectations as being European Champions. The World Champions, Germany have looked unconvincing in the warm-up games, with a loss to Austria and a scare against Saudi Arabia. The return of Manuel Neuer could be an interesting situation, the German No. 1 has been out for the whole season and lacks match sharpness. Could a slip-up be on the cards? We shall wait to find out…


The leading women speaking at the London Real Estate Forum

Notoriously a man’s world, property has built a name for itself as a chaps’ playground. As the industry progresses, this stereotype is slowly being chipped away.

With organisations like Women in Property, Property Week’s Open Plan campaign and RICS Visible Women platform, key industry names are playing a pivotal role in challenging the industry’s attitude to women. Events like The Presidents Club, the Gender Pay Gap and even the unravelling story of Harvey Weinstein, have all acted as an incubator for change. Eyes are now slightly ajar to the disparity between the treatment of women in the workplace compared to their male counterparts.

This week (13th-14th June) in Mayfair – seen by many as the old school male bastion of finance and property – is the London Real Estate Forum. The line-up of speakers is impressive at first glance, but even better is the diversity amongst those taking the podium. As a nod to some great women in the industry, here is our roundup of the top 5 women driving change and speaking at London Real Estate Forum:

  1. Anna Bond

Director of Development, Grosvenor Group

One of the world’s largest privately-owned property businesses, Grosvenor Group, welcomed Anna in 2008 where she climbed from Senior Development Manager to become Director of Development in 2015.

Anna has led several diverse development portfolios -from the small and medium development teams, to ownership of the residential development sector as well as the large project development portfolio.

What began with developing swamps, pastures and orchards into London’s fashionable Mayfair in the 1720s, the Grosvenor Group is a name synonymous with world-class real estate. This talk from a woman who works with its portfolio up close and personal is not one to miss.

  1. Sadie Morgan
    Founding Director, dRMM

Stirling prize-winning English designer Sadie Morgan is a force to be reckoned with in the industry. In 1995, she founded dRMM, the RIBA Stirling Prize-winning architecture practice, with Alex de Rijke and Philip Marsh. The firm is most renowned for its award-winning No. One Centaur Street project for which Morgan was Design Director.

A woman not uncomfortable with the public eye, Morgan has been seen speaking on how design can provide solutions to social problems, and as the only architect on the UK’s National Infrastructure Commission, has vowed to put design at the heart of a £100 billion revamp of UK infrastructure.

Her talk is bound to inspire, educate and challenge the audience, so be sure to attend.

  1. Lucy Musgrave

Founder, Publica

Lucy Musgrave is the founding Director of Publica, a London-based urban design and public realm practice. They survey neighbourhoods and undertake rigorous research to help make cities more “efficient, integrated, vibrant and safe”, and going by their work, they stick to their word.

Over a notable 25-year career, Lucy has and still actively plays a key advisory role in policy recommendations, strategic planning and the advocacy of design quality. She is currently a Mayor’s Design Advocate and sits on the Mayor’s Night Time Commission and the Sounding Board for the Mayor’s Public London Charter.

Since its inception in 2010, the practice has had restored and creatively reimagining some of London’s most significant streets and civic spaces. Don’t miss a chance to hear the woman behind this magic speak.

  1. Rajdeep Gahir

Property Disruptor & Founder, CoCreations & VivaHouse

Currently the Founder & Managing Director of CoCreations, Rajdeep was formerly the Head of European Expansion at WeWork. Having held the role from early 2014 to 2016, she was responsible for the huge expansion of the company, including taking it to new heights in London and Amsterdam.

Having started her career on a London trading floor, Rajdeep has expertise in real estate disruption, technology start-ups and financial market innovation. She has been involved in the scale-up of fast-growing start-ups and huge corporations and investment banks alike.

Her current company CoCreations, whose clients have included eBay and Merrill Lynch, is a consultancy and venture builder which specialises in property disruption. CoCreations also fosters its own businesses such as VivaHouse, a modular pop up accommodation solution.

From a consultant standpoint, Rajdeep’s talk promises some useful insight.

  1. Annelie Kvick Thompson
    Principal, Grimshaw

Annelie joined Grimshaw in 1997 and has since progressed to a senior member of the practice’s international design team. Before her return to London in 2016, she played a central role in the establishment of Grimshaw’s office in Sydney in 2010. Her experience straddles a comprehensive range of sectors including strategic urban and master planning projects, aviation and transport infrastructure, commercial, residential, public domain integration, industrial design and education and research.

Grimshaw Architects is an architectural firm based in London. One of the pioneers of high-tech architecture and recipient of the Royal Institute of British Architects Lubetkin Prize, Grimshaw boasts a portfolio of incredible work including the design of transport projects such as Waterloo International railway station and the award-winning Southern Cross railway station.

Annelie’s directs and leads large and complex projects which often integrate transport with mixed-use regeneration so from a future of cities point of view, her talk is one to watch.


If you would like to find out more about Property PR then please get in touch with a member of our award-winning team today.

Is this the end for some of the nation’s best loved cartoon food characters?

By Aitana Giebels van Bekestein, Digital Intern

The Government’s accelerating changes around consumer goods regulations have recently focused in on fast food advertisement’s, and this shouldn’t come as a surprise. From banning its advertisement pre-watershed to culling cartoon characters used to sell junk food to children, the fast food foodscape is changing rapidly. So, what should we expect?

We are all exposed daily to a significant number of ‘unhealthy’ food advertisements. You will probably find you’ll also come across a fast food establishment on the corner of the high street as well; cheap, delicious and nearby. However, sometimes some foods are just too good to be good for you.

Factually, government statistics state that about a fifth of children in England aged 10-11 are obese and 27% of adults as well. Last year new regulations were put in place, banning the use of cartoon characters and celebrities involved in junk food adverts as well as extracting the adverts from media aimed at children. However, many ‘unhealthy’ foods packaging still includes cartoons and celebrities. Hence, the government is insisting to further control and discourage society from abusing such products.

Yummmmmmm I love Colin the caterpillar cake

A post shared by Meme's 🇬🇧🇬🇧 (@memes_british) on

The British Government has shown an eagerness to address many of the underlying issues that concern society. Many consumer products and services contribute to worsening public health, the obesity crisis and the increasing degradation of the environment. Regulations on consumer goods are constantly being tweaked and changed. If we take the previous examples of the overhaul of plastic bags, 5p bags has been an incredibly successful scheme aiming to encourage people to reuse the bags they already have.

Likewise, plastic and paper cups used to make up a significant percentage of packaging waste in the UK, these have been widely replaced with recycled cups. It’s also seen a boom in the market of reusable cups, bottles and cutlery.


The 12oz KeepCup Brew is a crowd pleaser, it replicates the size of medium T/A coffee cups, or a drink in mug. Tempered glass, and customisable colours. Thanks for the pic @ariana.leilani #everydaychangemakers #bepartofthechange #specialtycoffee #KeepCup

A post shared by KeepCup (@keepcup) on

These earlier efforts and commitments shows promise that the Government will continue to make changes in response to the obesity statistics this year. After all, most junk food publicity has already been banned. The next step forwards is banning fast food establishments within a certain proximity to schools, as well as regulating the growth of fast food outlets.

Although the Government has taken steps to curb the obesity crisis amongst children, there is still a major issue affecting the health of adults. Statistics show that rather than a general increase in children in eating more junk food, due to advertisements, it is in fact children from more deprived areas. The prevalence of overweight and obese children rises with deprivation levels, whilst fruit and vegetable consumption decreases. Families on the breadline cannot afford to eat healthily. Fast food outlets in more deprived areas are also significantly more multifarious. Healthier options are simply more expensive than the latter which complicates and discourages the ability and wish to eat healthier, not forgetting the time that it takes to cook and serve healthy meals. Consequently, we should be expecting product taxes to be used to encourage healthier eating and more sustainable consumption choices.

@jamieoliver recently launched a very important campaign to protect our kids from being bombarded by junk food advertising… The science? The more junk food advertising children see, the more of it they eat. Simple. 🤷🏼‍♂️ So to change that, we're asking the Government to restrict how much junk food advertising kids are exposed to. And that's where we need YOUR help because they’re listening right now. Join in. Get amongst it. Post your selfie. Support something that affects the generations coming behind us. 👌🏼 More info via our stories and swipe-up. 

A post shared by @LONDON (@london) on

It might be the end for some of the nation’s best-loved characters but saying farewell to Tony the Tiger and Colin the Caterpillar could be well worth it. And who knows, maybe they’ll diversify into healthier options…fancy finding Colin the Caterpillar on your cauliflower?

If you would like to talk about how PR could maximise your business please get in touch with a member of our award-winning team today.

Four estate agents who are leading the way in CSR

CSR has become one of the standard business practices of our time. Consumers now demand that companies start playing an active role in addressing social, cultural and environmental issues. For brands and companies who have embraced CSR, it has given them the opportunity to boost their brands reputation but also a chance to attract talent and retain staff.

Whether it’s where we decide to raise a family or a house which has been in the family for generations, homes will always have an emotional spot in our hearts. That’s why we’ve decided to look at the estate agents who are making it their responsibility to look after the communities and environments in the areas they operate in.


Whilst making it their mission to enable local communities to reach their full potential, they are also proud to support Veterans Aid. A charity which makes sure veterans in crisis receive vital care. Foxtons staff have also made it their duty that customers old and new, know about the app ‘Gone for Good’ which helps people donate their unwanted goods to local charities.

Foxtons have also looked to improve their environmental impact by ensuring all office lighting is low energy and that they are only in use during office hours. Foxtons support the charity WaterAid by supplying their offices with bottled Belu water. Belu water is made with environmentally friendly packaging who also donate 100% of their profits back to WaterAid.

Hamptons International

Supporting and raising vital funds for Cancer Research UK since 2013, Hamptons International has cycled, ran, and baked their way to raising over £200,000. Whilst partnering with the charity, Hamptons International have set up multiple donation stations across the UK. Transforming the items, you no longer need into funds for life-saving research, with 100% of the money going to Cancer Research UK.

One fundraising event ‘Relay Around the Regions’ which was a company-wide fundraiser, where 300 individuals from around the business travelled between their 85 branches using various modes of transport whilst passing on the baton. The campaign coincided with ‘Stand Up To Cancer’ and over 11 days, over £12,000 was raised for the charity.


From consultants in training to experienced Directors, Dexters spend 10 times the industry average on training their people to ensure that they are up to date with the latest legislation. They actively encourage professional development for their staff to stand them in better stead later in life.

Dexters can also boast an overall gender breakdown of 50/50, and that 57% of manager and above roles in support are held by females. They have set themselves the target of by 2021 that over 50% of their manager and above fee earning roles are held by women.

Whilst expanding at a rapid rate through London, they are committed to finding new ways to reduce their carbon footprint, primarily through going paperless as much as possible.

Perry Bishop and Chambers

Perry Bishop and Chambers takes CSR seriously, so seriously in fact that they only employ staff who live near the towns in which their offices are located, their local knowledge being a special touch for vendors and buyers. The estate agents also look to engage local suppliers and refer business to other locally based companies. Continuously sponsoring events, sport clubs and schools throughout the year in the local community. Whilst also donating a certain percentage from every sold house to local charities.

If you would like to talk about how PR could maximise your business or how you could share your CSR story please get in touch with a member of our award-winning team today.

World Cup 2018: 5 apps that know the score

Global workplace productivity will dip for at least a couple of hours as the World Cup kicks off on Thursday 14th June….and probably remain as such for a month. Thankfully for all employers, England’s group games all fall outside of working hours – but what about those of us with WC fantasy football teams, or those who are just interested in what’s happening in Morroco v Iran? How can the general footballing nut keep up to date (either side of meetings and conference calls) with the latest scores, cards, corners, possession stats? We have the answer, in the form of 5 apps that will provide this info at your fingertips.

  1. LiveScore

Does what it says on the tin, and my personal preference when it comes to a football app. Real-time is an overused phrase, but this is actually real-time…the scores update as the ball hits the back of the net. Great if you’re the type of person who feels the need to be the first to report goals in the WhatsApp group, like me.

A bonus is that if the World Cup gets boring and you want to know what’s happening over in the Japan League Cup or Poland League 2, LiveScore will tell you, in real-time. Use the ‘favourite’ tool, to filter the scores you’re most interested in.

  1. Forza Football

 Like LiveScore, but with the added bonus of video highlights. It’s a very strong app and gives the user intricate details on squad news, scorers, assists, cards, pretty much everything you could wish for. For this reason, it’s probably wasted on someone who isn’t bothered by these match facts.

Despite the occasionally obtrusive advert, the UX is smooth and enjoyable, and the recent update made the app look even cleaner.  It’s close to being as real-time as LiveScore – try them both out and see for yourself which is quicker.

  1. Fotmob

Despite referring to the beautiful game as ‘soccer’, there’s no denying this is a great football app. Like other apps, it gives a comprehensive, up-to-date overview of every game across every league, and exclusively for the World Cup it has a Russia 2018 predictor in case you fancy a flutter based on some key stats.

I wouldn’t agree with some of the reviews claiming it’s ‘by far the best football app’, but it’s a close 3rd after LiveScore and Forza.

From a technical perspective, its frequent updates suggest the developer regularly listens to user feedback, which is always reassuring. Footmob also offers audio for some matches, which we urge you to make use of when not at work…

  1. Onefootball Soccer News

 Again, trying hard not to let the use of ‘soccer’ prevent me from including this app, but nonetheless, it should be in here because it’s another useful tool for all football fans.

It’s particularly good if you want to tailor your football updates to certain teams, but less impressive when it comes to quick score updates. I wouldn’t class this one as real-time, as such.

The push notifications are often slightly delayed, which prevents this app making the top 4. But overall, a solid app with a nice UX.

  1. SofaScore

 Its name is brilliant, so it had to make the list. It’s not a dedicated football app because it covers 22 sports, but still very useful.

Perhaps its most unique feature is the new ‘Attack Momentum’ tool, which uses an algorithm allowing users to follow games live. A useful tool for savvy bettors, who can track the very slightest shift in momentum and react accordingly.

The rest of the features are much the same as those listed above.

June Buzz 2018

Generated by FlippingBook Publisher

Mastercard scores own goal with World Cup CSR initiative

As excitement for the World Cup grows, we’ve been keeping a close eye on what brands are doing to get involved in the conversation or utilise their sponsorship of the competition. One campaign that has most definitely caught our attention is Mastercard’s World Cup initiative with the World Food Programme.

The premise is simple – For every goal Messi and Neymar score in the tournament, Mastercard has pledged to donate 10,000 meals to children in the Caribbean and Latin America.

We always admire a creative campaign at The PHA Group, and how brands can piggyback off an event to be topical and part of the news agenda, but we feel Mastercard may have missed the mark (or goal) with this one.

Mastercard’s heart would have been in the right place, however the execution raises more than a few eyebrows. The backlash on social media says it all – from keepers becoming public enemies for saving shots, to the pressure on the players and why Mastercard doesn’t just give meals to children in the first place instead of it coming down to a game of chance.

Even Ian Wright has got involved in the conversation, calling it the worst marketing campaign he has ever seen – questioning how this idea was green-lighted after rounds of sign off. To be fair, he makes a good point.

So, like an England penalty shootout, how did this go so wrong for Mastercard?

The obvious answer is to not play on the hunger of children.

If Mastercard had instead decided to run a promotion with its value increasing with every Neymar or Messi goal, the feedback would not have been so negative. Instead, it would have created a genuine way for people to want to see either of the players’ score and give Mastercard an authentic and credible way to be involved in the conversation throughout the tournament.

As it stands, what are Mastercard going to do if Messi misses a sitter? There isn’t an opportunity to do a light-hearted social post with a fun gif, as this will just look like Mastercard are rubbing their 10,000 free meals in the faces of impoverished children.

It will be interesting to see how Mastercard responds to the reaction and if they continue with the initiative. It takes a lot for a brand to admit they got it wrong.

We hope you enjoyed our thoughts, if you are interested in learning more about the importance of PR and how it can help you or your business please get in touch with a member of our team today.


Third Sector crisis communication support

We understand the challenges that can be faced in each sector, and we know how to prepare and protect our clients should they ever need it. In recent years, there has been increased scrutiny amongst the media towards charities, and even more hard-hitting scandals this year have had an impact on public perceptions. It can take a hundred good stories to build a reputation but only one bad one to bring down the house.

We’ve helped charities in the eye of the storm and advised clients in high profile situations. Our support can help you to prepare for and react decisively to an issue or crisis situation. If you want to take steps to protect your organisation today, please don’t hesitate to get in touch.

Developing a crisis response strategy

We know that most comms issues can be navigated effectively with the right strategy and support in place. Having the confidence that you can mitigate a risk comes from knowing you are properly prepared. We work closely with clients to create straight-talking crisis comms strategies that cover:

• Situational analysis – a review of key events that could impact your organisation
• Risk assessments – what issues are you likely to encounter? What could have the most impact?
• Crisis team structures – including Trustee support
• Comms protocols and checklists – a clear structure to follow at a glance
• User handbooks – communicating your crisis strategy in a format that can be easily accessed and used when the time is of the essence
• Template materials – to help speed up response times during a crisis situation.

Training days

Part of being able to respond to a crisis is being confident when handling media. The media will view your chief executive like any other CEO – they are the leader of the organisation and should be prepared to be scrutinised.
Journalists argue that they are reporting what the public needs to know, or wants to know, reflecting public mood. Spokespeople should be media trained, armed with facts and prepared for the toughest questions.

At PHA, our expert teams have been on the sharp end of media questioning, and can expertly prepare any spokesperson. Our tailored media training sessions train spokespeople to:

  • Structure key messages
  • Learn to control media interviews
  • Develop prepared responses
  • Understand the media
  • Learn different interview styles.

In addition to media training, our crisis simulation training days will put comms teams through their paces, with a mock crisis scenario involving how to deal with news of the crisis breaking, the first stages, the first calls from journalists, the CEO being doorstepped, and more.

Real-time support

During a crisis, even those with agreed protocols in place often require additional support. Crisis management experts are used to dealing with difficult situations, and good ones are not afraid to tell clients how it is once they see the depth of problems in an organisation. They should be able to bring with them not only expertise but contacts and links to other third parties who can help.

Getting up to speed on an issue quickly is vital. At PHA, we offer a 24/7 service that monitors social and traditional media coverage including sentiment. Our twice-daily reports with analysis and recommendations mean that you can always be sure of informed decision making.
Support from PHA can be scaled up or down depending on the level of crisis. From handling all media enquiries and social posts to acting as a sounding board for critical response deadlines, you will always be working with a dedicated senior comms consultant who will be on-hand at a moment’s notice. We also plug clients into media lawyers were necessary to help protect reputations and advise on other issues should the need arise.

Proactive PR

Following on from a crisis, it’s important to focus on the future and how or where you need to re-build relationships. Our third sector specialist team can help with:

  • Reviewing existing content and communications
  • Stakeholder engagement strategies
  • Thought leadership/feature placement
  • Proactive awareness-raising or fundraising campaigns.

If you would like to know how PR can help protect your organisation, please don’t hesitate to get in touch today.

Russian Roulette: 5 brands that have challenged the status quo at the World Cup

With just a few days to go until the World Cup kicks off in Russia, it remains to be seen which brands are willing to play Russian Roulette and put themselves in the firing line.

Here we look at five brands that have challenged the status quo and to give you an inkling which brands might be pitching in to win over fans at this year’s tournament.

  • Biting off more than you can chew? (2014)

As Luis Suarez took a bite out of Italian, Giorgio Chiellini’s arm in the final round of group matches at the 2014 World Cup, one might expect that it would be a proverbial red card to pounce on the opportunity that this curated for brands to get their names into the spotlight. When done correctly, however, real-time marketing can be one of the most effective strategies going. For brands such as Nando’s and McDonald’s, this certainly proved to be the case as they took to social media with cheeky tweets like the below.

  •  Throwing a Paddy (2014)

‘No publicity is bad publicity’ – It’s no secret that betting giants Paddy Power have been more than willing to toe the line of controversy over the years, with more than a hint of Loftus-Tongue & Cheek in their repertoire.

Originally some might have questioned the strategy they adopted at the World Cup in Brazil four years ago, appearing to carve through some of the already dwindling Brazilian Amazon Rainforest at the expense of an England ‘good luck message’.

As social media users reacted in their masses with comments such as ‘most idiotic PR stunt ever’ and such though, Paddy Power then revealed that the images were, in fact, elaborate computer-generated fakes.

With this debate raging on, they then used this platform to ‘raise awareness of deforestation’, much to the delight of charity Greenpeace, who urged people to join the charity’s movement to save rainforest wildlife. If you didn’t already know, it was soon news that an area the size of 122 football pitches is chopped down every 90 minutes. Paddy Power, of course, had to have the last laugh though…

Taking such a risk during one of the biggest sporting spectacles in the world, the World Cup is brave, but that’s exactly what Paddy Power did… and the reward was certainly worth it.

  • The Bourne Supremacy (2010)

 Although Scotland didn’t feature in the 2010 World Cup in South Africa, one of their hallmark brands, Irn-Bru, were still keen to capitalise on the festival of football taking place over in South Africa. The result; the birth of an idea that many argued was supreme, yet controversial.

Dubbed as the ‘Bruzil’ campaign, it floated the idea that if Scottish and Brazilian people were to breed together, the tartan army would have a World Cup winning squad at their disposal by 2034. The most questionable of all their ads surrounding the campaign featured a Brazilian woman taking a ‘Bruzil’ themed pregnancy test with the result flashing up ‘Ya Beauty’. Although the campaign appeared to ‘Bru’ up a storm with some, to most at least it seemed a roaring success!

  • Car-crashing the party (2014)

As the host nation and one of the biggest names in world football, Brazilians would have been shocked to find their team on the receiving end of a 5-0 deficit after just 29 minutes in the World Cup semi-final. As the Germans picked them apart to run out 7-1 eventual winners, however, despite it being a scene of absolute heartbreak for the host nation, German car giants Audi and Volkswagen did very little to steer clear.

In fact, they engineered themselves some clever content over social media to seed out through the painful last hour of proceedings, that no doubt went down a treat with home fans.

We’ve picked out a few of our favourites below…













Both Audi and Volkswagen’s success were down to the fact that they were lightning quick off the mark. On this occasion that quick thinking certainly paid off.

  • Bavarian Beer on the rise (2010)

By 2010, Dutch beer brand Bavaria had made itself a name as the ambushing marketing experts with their back to back World Cup campaigns. But it was the 2010 campaign that made the headlines. During a World Cup game between Holland Vs Denmark, 36 female supporters were ejected from the stadium after taking part in a PR stunt which involved having to wear an orange mini-dress. The stunt was deemed to be taken attention away from Budweiser who was the official sponsor of the World Cup.

The beer brand benefited from the publicity the stunt caused, the brand received a spike in traffic and was the fifth most visited beer website in the UK on the day after the game.


We hope you enjoyed our choices, if you are interested in learning more about the importance of PR and how it can help you or your business please get in touch with a member of our team today.