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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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.
Filed under: IEG conference, trends, cause marketing
Will Short-term And Shared Deals Be The Death Of Sponsorship?
In the beginning, stadium naming rights agreements were largely 20-year commitments, with a few 10-year exceptions. The bulk of NASCAR team sponsorships were for a full season, and marketers signed on to sponsor every stop of a concert tour.
Filed under: what is sponsorship, sponsorship measurement
Measuring TV Exposure Does Not Capture Sponsorship ROI
There is much more to measuring the ROI of a sponsorship than accounting for the value of brand exposure during TV broadcasts, yet I continue to hear stories of sponsors that put nearly all of their measurement emphasis on that
Filed under: sponsorship measurement, sponsorship ROI, international
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
What Does Pujols Deal Mean For L.A. Angels’ Sponsorship Revenue?
While Angels fans start planning World Series celebrations and Cardinals fans assess their club’s fortunes in the wake of Albert Pujols’ departing St. Louis for Anaheim, others are looking at the impact the slugger’s arrival will have on his new team’s bottom line.
Filed under: pro sports, selling, endorsements
Sponsorship Makes The Cut
Observations, learnings and provocations from October’s ANA Masters of Marketing conference.
Filed under: research, sponsorship measurement, sponsorship ROI, telecommunications, trends, endorsements
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
With Forstmann Gone, IMG Unlikely to Stay Intact
The passing of IMG chairman and CEO Ted Forstmann throws into question the company’s future in much the same way that the death of its founder Mark McCormack did seven-plus years ago.
Filed under: college sports, agency
Time For Municipal Marketing To Realize Its Potential
“Make no little plans. They have no magic to stir men's blood and probably themselves will not be realized.”
Filed under: government/municipal, guidelines, how to get sponsorship, local, what is sponsorship, assets
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