Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
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Sponsor Survey Outlines Steps Rightsholders Must Take
In case you missed it, IEG has released the finding from the 12th annual IEG/Performance Research Sponsorship Decision-makers Survey.
Filed under: IEG, research, selling, servicing, social media, spending, sponsorship evaluation, sponsorship measurement, sponsorship ROI, sponsorship strategy, trends, activation
Analysis: Motorola/NFL And Dr Pepper/Chicago Bears Sponsorships
News this week regarding the end of one partnership and the beginning of another raises some interesting questions.
Filed under: beverage, pro sports, telecommunications, activation
Newest, Best Practices For Sponsors And Rightsholders
Great sponsorships begin with great insights–an understanding of how your customers experience and interact with sponsored properties, and how brands can tangibly enhance the experience.
Filed under: beer, digital media, events, festivals, international, new media, olympics, pro sports, social media, soft drink, trends, activation
Big Leaps, Big Returns: Watchmaker Hublot’s Approach To Sponsorship
I was in Switzerland last week meeting with Jean-Claude Biver about his keynote at Leap, IEG’s 2012 Sponsorship Conference next month.
Filed under: cause marketing, endorsements, IEG conference, international, motorsports, sports, activation
Sponsorship and Return on Innovation
Speakers at IEG’s 2012 Sponsorship Conference are bringing unprecedented levels of innovation to the sponsorship space.
Filed under: arts, events, festivals, IEG conference, non-traditional categories, activation
Heineken’s Smart Approach To Sponsorship Activation
While in Amsterdam a couple of weeks ago, I dropped in on Hans Erik Tuijt, global manager of activation for Heineken and a speaker at IEG’s 2012 sponsorship conference.
Filed under: beer, branded content, digital media, events, festivals, IEG conference, international, music, new media, research, sponsored content, sponsorship measurement, sponsorship ROI, activation
Sponsorship Insights from Leading European Practitioners
I keynoted the European Sponsorship Assn.’s Future Sponsorship conference in Amsterdam last week. Some takeaways from other presentations:
Filed under: arts, international, olympics, activation
New Stories in the Context of Sponsorship
In his new book, The Art of Immersion, Frank Rose says storytelling is central to human existence: “Anthropologists tell us that storytelling is common to every known culture. That it involves a symbiotic exchange between teller and listener — an exchange we learn to negotiate in infancy.”
Filed under: IEG conference, trends, activation
Why Content Matters
Competition for content is skyrocketing among sponsors, rightsholders, broadcasters and new media. Reasons include: cheap bandwidth, the proliferation of tablets and smartphones, new broadcast forms such as IPTV and web TV, new distribution outlets—Google and Apple are bringing their own TV subsidiaries onto the market—and the need for content to populate owned media.
Filed under: branded content, digital media, new media, social media, sponsored content, trends, activation
Taking Credit: P&G Promotes Cause with Social and Mobile Media
To demonstrate the effectiveness of Facebook as a marketing channel to attendees at the ANA Masters of Marketing conference this past weekend, Facebook COO Sheryl Sandberg shared the example of Mean Stinks, the anti-bullying campaign of Procter & Gamble’s Secret deodorant.
Filed under: cause marketing, nonprofit, social media, activation