Decreasing consumer spend is a reality brands need to face in a global environment fraught with political and economic uncertainty. Levergy was recognised as the agency of the year at the recent Discovery Sport Industry Awards. The London arm of M&C Saatchi Sport & Entertainment has won the award a record five times. “Our extension into Africa through the Levergy acquisition stems from a belief that despite the tough economic climate, the market remains attractive and robust because of consumers’ default to passions and experiences,” says Martin. Passion point marketing According to a widely cited Target Group Index study, consumers are four times more likely to buy from a brand that “supports something they love”. This has given rise to what Martin refers to as passion point marketing – looking to create impact through the things people love and follow closely. “We have found that even in a tough climate and amid information overload, people don’t mind being sold to if [the product...

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