Sponsorship Blog

Posts Tagged “Trends”
 

Jim Andrews Mar 19

The Time to Adopt a New Approach to Sponsorship Measurement Is Now

IEG has done a lot of comparing and contrasting of sponsorship to advertising in our 30 year history. And most often sponsorship came out as the more engaging, more relevant, more meaningful way of connecting with audiences. more

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Jim Andrews Feb 27

Sponsorship Issues: Are Recent Government Moves Protection Or Interference?

Two developments within the last month raise some fascinating questions over the involvement of government in the affairs of private rightsholders and their partnerships. more

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Lesa Ukman Jan 9

Procter & Gamble Understands The Value Of Cause Marketing Better Than Anyone

Jerry Welsh introduced the term cause related marketing—a strategy he created while EVP of worldwide marketing at American Express—at the second annual IEG Sponsorship Conference in 1985. more

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Lesa Ukman Dec 2

Sponsorship Makes The Cut

Observations, learnings and provocations from October’s ANA Masters of Marketing conference.  more

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Lesa Ukman Nov 14

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.” more

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Lesa Ukman Nov 2

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. more

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Lesa Ukman Sep 27

Sponsors Activate Nonprofit Partnerships With Social Games

I’ve delivered several presentations recently at sponsor summits and international conferences on using social media to increase the value of nonprofit and cause-related sponsorships.  more

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Jim Andrews Sep 6

Big Shift: IEG Paper Explores New and Better Way to Think About Sponsorship

Looking across all of the brands that IEG would define as “leaders” in sponsorship—companies such as IBM, Gatorade, Aon, Xerox, GE and others—we see a major trend: an alignment of  sponsorships and partnerships with the larger goals of the business, to ensure they are driving growth and having an impact across the entire enterprise.  more

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Lesa Ukman Aug 22

Sponsorship Activation Meets Gamification

Combine geolocation, image recognition and augmented reality technologies with smartphone adoption—31 percent of mobile users have one, according to eMarketer—add in massive gaming participation (183 million Americans report playing a game for an hour per day, according to author Jane McGonigal), and it is no surprise that we are seeing more sponsors use games to activate their sponsorships.  more

digital media new media sponsored content trends activation

 
 
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