By Bryan Harris, COO, Taylor

Taylor client partner, Panini, the world leader in officially licensed collectibles, has quite a few winning strategies when it comes to marketing around the FIFA World Cup. The creator of the world famous FIFA World Cup sticker album takes an innovative approach to integrating tangible and digital products.

With the 2018 FIFA World Cup Russia™ kicking off this week, we had a chance to speak in depth with Jason Howarth, Panini America Vice President of Marketing,  about how their approach to  marketing the iconic sticker album around this year’s tournament is different with the absence of the U.S. National Team, the prevalence of social media, and the growing influence of the Latin American Community.

“The benefit that we in the US market have that maybe other countries don’t is that our demographic is so wide,” Howarth explains. “We’ve got people that are rooting for Mexico, Argentina, Brazil, Peru, and Colombia. That (demographic) has always been our base.”