Selling the proud history of Newcastle United?
Posted on November 21st, 2009 | 21 Comments |
I recently wrote a short piece on the announcement of Newcastle United having made a deal with Merseyside based marketing company, Ampersand. Anyone who read it will know that it was tongue in cheek, although I did make references to the timing of the announcement being so close to the renaming of St James’s Park and begged the question of how much influence this company may have had on it.
Ampersand have since sent us an email explaining their background and position, and their objectives for and influence on Newcastle United and it’s Marketing direction:
“Ampersand is a PR, Marketing and Design agency based in Merseyside. The company is a full service agency and works with a number of different clients in all three capacities. Ampersand was commissioned by Newcastle United to design and produce a piece of printed marketing material that would serve as a brochure detailing the clubs history, traditions, uniqueness and proud position on football’s world stage. Ampersand is not involved in any decision making process, nor has it advised the club on its current or any future stadium name. As the club is presently seeking a naming rights partner, our remit was to create a piece of marketing collateral that would offer a tangible resume of the club and a means of presenting the club to potential partners both nationally and globally. We are working with the club in a design capacity, drawing on our marketing insight to ensure the work produced is to the highest standard and representative of Newcastle and its first class footballing history.”
So it would seem that my question has been answered and they have clarified that they had nothing to do with the renaming decision but only in the endeavours to find the right renaming partner, now that decision has been made. It’ll be interesting to see this brochure when it’s published, I guess it’s difficult sometimes to convey the the true history and traditions of a football club. Maybe there are plans to speak with fans, as they are the consistent fabric of the club. Could it be a chance for a few of us to say what our club means to us? At the very least, we might get a sneak preview!
I’d like to think if Ampersand prove themselves in the Marketing and Design field, which are presumably the capacities required to produce this material, that Newcastle would then move to utilise their PR expertise. Lord knows that club could do with some help in communicating properly with us.
“our remit was to create a piece of marketing collateral that would offer a tangible resume of the club”
These people are supposed to be ‘experts’ in communication?