Aegon UK marketing chief Clode discusses marketing strategy
After a year as lead sponsor of tennis in the UK, The Drum spoke to Steve Clode, director of marketing and customer strategy at Aegon UK about his use of sports marketing and how he plans to extend his marketing strategy.
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Comments
Calling this guy a one-trick pony is actually offensive to ponies who can only do one trick.
Sounds like he's reeling off the strategy that a planner has given him! Sorry if that's rude, but it just is not convincing that this is HIS strategy.
9.41 minutes of pure drivel. After a year and God knows how much money, I (and most other folks) still haven't got the first clue what Aegon does or stands for. What a total waste of time and money. He's been suckered by the old sponsorship salesmen and planners.
9.41 minutes of pure drivel. After a year and God knows how much money, I (and most other folks) still haven't got the first clue what Aegon does or stands for. What a total waste of time and money. He's been suckered by the old sponsorship salesmen and planners.
comments
Anon 9:41 - sounds like you are a Creative who has not sat through too many Client strategy or evaluation meetings. His long term understanding of sponsorship makes more sense than many I could name.
Neale, sadly nowhere near talented to be a creative. Been on the client side for over 22 years. Sorry this guy was pushed out - wouldn't wish that on anyone. And I don't doubt his understanding of sports sponsorship. But marketing is like waging a war these days - and a good Marketing Director needs to be expert in all the weapons available. Not just one. And if Aegon are serious about becoming a more business to consumer organisation, then they have to do a lot more than paint eveything blue and sponsor a tennis tournament.
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