Changing history at The Boat Races

A five-year partnership between the Oxford and Cambridge Boat Races and sponsors BNY Mellon and Newton has transformed this great British institution.

For the first time in the history of the world’s oldest sporting event, parity between the Mens’ and Womens’ races has been achieved – in terms of support, media attention and of the sporting challenge itself.

And the Boat Race is a formidable challenge; four and a quarter miles of gruelling all-out exertion between elite athletes at the peak of their ability, in front of millions of people worldwide, with only one winner. Watch Matthew Pinsent talking about it here.

AML has been supporting BNY Mellon’s sponsorship programme since 2013, first with the ‘Which Blue Are You’ broad engagement campaign, then the launch of the Brilliant content campaign linking excellence in sport and business, and now the ‘Changing History’ moment.

As well as activation concepts, we’ve delivered integrated award-winning advertising including outdoor and publisher partnerships, social media, digital and real-world engagement. So it’s great to be part of the team recognised by the Financial Services Forum’s Marketing Effectiveness Awards.

Entries are judged on effectiveness, not just creativity or strategy – these are among the toughest awards to win. So winning the CSR category outright, with a highly commended in Integrated B2B and six other shortlisted entries for BNY Mellon is quite an achievement.

Not quite the Boat Race, but definitely a great team win.