Leaders 2014

Christian Deuringer, director of global brand management at insurance company Allianz, said the brand had to be heavily persuaded into taking its flagship stadium naming rights deal in Munich but described the results as a “dream”.

The use of real-time marketing and content is “increasingly important to brands and makes the FIFA World Cup even bigger than it was before”.

Dermot Boden, chief brand officer of financial services company Citigroup, said the brand's sponsorships of the US Olympic and paralympic teams were highly valuable in rebuilding its reputation after the financial crisis.