Appreciate the feedback Paul.

For both clubs we engaged, created and delivered their season ticket campaigns for the current season.

Derby County, in particular, have been very poor on the pitch in the last few seasons (and I say that as a diehard fan), yet it still retains one of the best attendances in the league.

We would argue that in delivering the season ticket campaign for Derby for the past four seasons, our work has delivered results even if the team hasn’t.

Football fans vote with their feet and in most cases increasing (or decreasing) attendances squarely link with the performance of the team.

Aside from the diehards and season ticket holders, any football fan will tell you no amount of compelling marketing collateral would drag them to the terraces if their team is poor or on a bad run of form. The same is true if the team is on a winning streak and challenging for silverware.

I speak as a Wolves fan who has seen this all before and no matter what attempts have been made by the club to get bums on seats with engaging marketing collateral, the only way to truly increase attendance is making sure what happens on the pitch is good. It’s no coincidence that Derby and ‘Boro are having a good seasons by their standards so far.

If your article was about using marketing collateral to increase revenues in areas such as corporate sponsorship, club merchandise or even the amount of pies sold at half time then you’d be on to a winner.

An interesting point Tom, and thanks for your comment.

It’s our view that a well thought out and clearly defined strategy will result in even more effective creative. We certainly have faith in our excellent creative team and this is reflected in the great work they produce. But, as with many industries, it is a combination of teamwork, the clarity of the strategy and the final product that truly impact on success.