O2's Love Island Sponsorship Is an Experiment in Agile Marketing

Marketing director Simon Groves explains why telecom is betting big on unscripted reality TV

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U.K telecom O2 has just been announced as the official sponsor of ITV’s Love Island, Britain’s buzziest reality TV show. For its top marketer Simon Groves, the deal presents an opportunity to experiment with more “agile and reactive” marketing.

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