Following the news that Sunderland F.C. striker Jermain Defoe is looking for a personal assistant, Propeller secured a broadcast appearance on BBC News for client Havas Sports & Entertainment Cake. MD Jim Dowling was commenting on Defoe’s brief for the new PA role which includes managing the global Defoe brand, looking after family members and pets and going shopping for the perfect wardrobe. Dowling said that “if Defoe wants to develop a global brand, and essentially outsource his entire life, there are better ways to go about it. Creating global brands doesn’t happen overnight. Research from our meaningful brands study shows that if brands disappeared, three quarters of us couldn’t care less. When you create a brand, you need something that’s meaningful, entertains and informs.”