Joel Seymour-Hyde, Senior Vice-President at Octagon, is the feature interview on this week's SB Weekly.

Octagon is the global sports, entertainment, lifestyle marketing and talent agency of the Interpublic Group, and works with hundreds of blue-chip corporate clients, more than 800 athletes and personalities and manages more than 13,000 events per year.

Joel works predominantly with sponsor brands and lead’s Octagon’s strategy and insight division for Europe, the Middle East and India. He has nearly 15 years experience in sports marketing, having previously worked at WPP-owned media agency MediaCom.

In this week's episode, hear Joel discuss:

• 
  
• What makes a good sports sponsorship
  
• How despite the hype around digital and social media, why old media is still vital to a successful brand activation
  
• The challenge for rights-holders to carve out inventory for media-hungry sponsors without encroaching on broadcaster territory
  
• Octagon's planning and creative set-up - and why he thinks it gives Octagon the edge over rivals
  
• Why sponsors of British Olympic NGBs have missed a trick in their activations around Rio
  
• The rationale behind Octagon's brand refresh and relaunch next month
  
• Why it shouldn't always be the job of a sponsor to be the moral arbiter.