In this conversation, Shergul Arshad, Head of North America at the Aston Martin Formula One Team, joined Dan to discusses the role of creativity in sports marketing and the growth of Formula One in the North American market.

As always, it's a fascinating and fun conversation with Shergul. His time at AS Roma as Head of Digital, which led to numerous great activations and football firsts, as well as within his current role in F1 are ones we discuss in depth. And bring to the fore how having the right culture and management can allow creativity to flourish.

Shergul on LinkedIn

Book mentioned: Getting to Yes by Roger Fisher & William Ury

Chapters

00:00 Introduction and Definition of Creativity

01:00 Sheik's Role as Head of North America with Aston Martin Aramco F1

03:15 The Importance of Partnerships in Formula One

11:14 The James Bond Link and its Impact on the American Market

14:32 Standing Out in a Competitive Environment

20:18 The Partnership with TikTok and its Success

23:37 The Success and Significance of Drive to Survive

25:31 Driving to Surpass Expectations in Formula One

29:17 The Growth of Formula One in North America

33:07 Collaboration Among F1 Teams to Attract Viewers and Sponsors

36:28 The Unique Selling Points of Formula One

39:18 The Fan Experience at Formula One Races

44:27 The Importance of Celebrity Involvement and Brand Partnerships

Doron Tamari, Director of International Marketing and Innovation at BSE Global, drops in to 'Running On Coffee' to chat about the Brooklyn Nets in Paris campaign and the importance of creativity in problem-solving.

This award-winning campaign aimed to connect with fans, create excitement, and build a long-term connection with the French audience.

It was a planning process that started six months before the game, with a focus on understanding the market and identifying insights before getting into the ideas of how to bring it to life.

Those ideas were generated through brainstorming sessions and the goal of bringing the best of Brooklyn to Paris. The campaign aimed to go beyond traditional out-of-home advertising and create unique experiences for fans.

The conversation explores the process of bringing the Brooklyn Nets' campaign to Paris to life, and we delved into how the Biggie Tribute Orchestra event came to be, and what it was like to be there.

We also covered the challenges and considerations involved in creating impactful activations, the importance of connecting with local culture, and the long-term impact of the campaign.

Thanks to Doron for being an amazing guest, and hopefully he enjoys his time volunteering back in Paris for this year's Olympic Games.

Chapters

• Creativity as a Mindset
• Fostering Creativity within BSE Global
• The Importance of International Marketing
• Goals of the Brooklyn Nets in Paris Campaign
• Generating Ideas for the Campaign
• Creating Unique Experiences for Fans
• Creating Impactful Activations: Challenges and Considerations
• The Notorious B.I.G. Tribute Concert
• The Success of the Campaign: Sold Out in Five Days
• The Memorable Moment: Biggie Tribute Orchestra at Châtelet
• Long-Term Impact and Future Plans: Prioritizing France as a Key Market
• Leveraging Opportunistic Approaches and Cultural Events
• The Unique Ability of Sports to Connect with Fans and Cities

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In episode 3 of ROC we speak with the founder of Sports 3.0 and CAPTAIN, Rich Johnson.

Running On Coffee is a podcast that champions the creative side of the sports industry, and those who are pushing the boundaries in their work.

In this episode we caught up about Rich's time with Social Chain, the disruptive social media agency co-founded by the celebrated Steven Bartlett.

Comparing that free spirited mindset against working at Manchester United, New Balance, and then taking his learnings to INEOS Grenadiers cycling team.

Rich regular posts great content on LinkedIn, so make sure you give him o a follow or connect with him.

Make sure you subscribe to ROC for more great interviews in the coming weeks.