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...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.



Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now