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If the biggest show on Earth this year is the Rio Olympics, then UEFA Euro 2016 will run a close second. When the soccer tournament kicks off this Friday, newsrooms will crank out stories for every channel—from Facebook and Snapchat to Periscope, and everything in between— in hopes of reaching the largest audience possible.
With just weeks to go before a referendum on whether to stay in or leave the European Union, the UK is divided. And lately, one element in particular is ratcheting up the animosity: a content marketing campaign from the UK government. This spring, the UK government spent £9.3m ($13.5 million) on leaflets to promote the value of staying in the EU.