‘If the world only remembers our World Cup sponsorship, we've failed’: Lenovo’s Fifa play
Culture Index
Score Breakdown
Relevance
10/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
3/15
5-Axis Cultural Radar
Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.
