Latest Thinking from IEG

Louis Vuitton Connects The Dots By Leveraging Artist Collaboration
The partnership between Louis Vuitton and Japanese artist Yayoi Kusama shows that the arts are every bit as exploitable as sport. It just takes creativity.

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Filed under: arts, digital media, fashion, international, museums/zoos/aquariums, retail, activation

A Print Media Sponsorship That Actually Qualifies As A Sponsorship

When I receive word of a “sponsorship” or “marketing partnership” that has at its core a relationship between a corporation and a magazine publisher, I tend to disregard it as nothing more than a media buy that’s been given a gussied up name to try to generate some additional buzz.

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Filed under: assets, automotive, media sponsorship, retail, what is sponsorship, activation

Interesting Developments At Major Sponsors

(This blog post originally appeared as an opinion column in IEG Sponsorship Report on April 19, 2010.)

In recent private conversations with a number of key sponsorship professionals, I picked up the following tidbits that I thought were worth sharing:

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Filed under: beverage, motorsports, NASCAR, retail, social media, soft drink, trends, activation

CSR And Sponsorships Should Be Source Of Innovation

(This blog post originally appeared as an opinion column in IEG Sponsorship Report on March 2, 2010)

Corporate Social Responsibility used to be about managing a few sensitive areas that had the potential to generate positive or negative headlines. But, as companies recognize the direct link between social justice and increased shareholder value, they are abandoning this mandated model and instead embedding sustainability and ethical values into customer loyalty-building, cost reduction, new product creation, sourcing and HR.

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Filed under: international, nonprofit, retail, strategic philanthropy, trends, green

Art Basel Miami Beach, Design Miami And Sponsors Deliver For Audience

Although Audi was not the primary sponsor of either Art Basel Miami Beach or its sister event, Design Miami—roles that belong to UBS and HSBC Private Wealth respectively—it was the most ubiquitous.

Eschewing auto shows in favor of the Miami events for the unveiling of its 2010 A8, Audi of America spent north of $6 million but south of $10 million building out its presence.

The automaker, which has increased its marketing budget by 20 percent this year to seize share from its more distressed competitors in the luxury car segment, did not merely sponsor the Miami happenings. Instead, Audi took on the roles of cultural creator and arts curator. For example, in addition to providing the vehicles for the shuttle service for VIPs attending the events, Audi:

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Filed under: arts, automotive, events, fashion, festivals, financial services, retail, activation

“As Seen On TV:” Sponsorship Lessons From Snuggie and Friends

There’s an aisle in just about every Walgreen’s and CVS in the US that my friends and I like to call the “Cheesy TV Aisle.” It’s that awesome aisle where you can learn everything from how to “set and forget” your way to a perfect roast, “bump it” to give your hair that sexy volume and “sham-wow” yourself out of a mess. To date, I’ve used this aisle primarily for two reasons: to kill time while my prescriptions are being filled and/or as a great place to pick up gag gifts for care packages for friends. Here’s the really funny part about all of this: three of these said, “Cheesy TV Aisle” products either have posted or are on target to rake in sales of $300 million or more. (And that is the sound of my jaw hitting the floor followed by the sound of me slopping down a serving of humble pie). 

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Filed under: branded entertainment, digital media, entertainment, new media, product placement, retail, selling, activation