Latest Thinking from IEG

Sponsorship’s Gap Is Not Between The Big And The Small
Thanks mostly to Twitter, many of you who were not in attendance at IEG’s annual sponsorship conference last week were able to keep up with some of the main themes and ideas explored by speakers and other participants.

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Filed under: IEG conference, trends, IEG

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.

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Filed under: Canada, government/municipal, IEG conference, legislation, pro sports, sports, telecommunications, trends, ambush marketing

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.

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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.

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Filed under: arts, events, festivals, IEG conference, non-traditional categories, activation

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.

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Filed under: IEG conference, trends, cause marketing

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.

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Filed under: beer, branded content, digital media, events, festivals, IEG conference, international, music, new media, research, sponsored content, sponsorship measurement, sponsorship ROI, 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.”

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Filed under: IEG conference, trends, activation

What Rightsholders Should Do Right Now

Among the many great ideas that were shared at IEG’s Return on Engagement conference, one theme that was struck repeatedly was how properties must go beyond the direct benefits they offer corporate partners if they want to truly build value for themselves and their sponsors.

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Filed under: how to get sponsorship, IEG conference, servicing, trends, assets

The Importance of Authenticity: Key Learnings from IEG’s Return on Engagement

After taking a few days to digest all of the presentations at our annual sponsorship conference, it dawned on me that the key buzzword and theme for this year’s conference was “authenticity.” Nearly all sessions that I attended made at least some reference to the importance of a partnership being genuine. This extends to how a company showcases its core business attributes, as well as its CSR efforts, which are highly valued by an organization and its employees and a core aspect of the company’s culture.

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Filed under: guidelines, IEG conference, telecommunications, trends, cause marketing

Owner’s Manual: Assemble Your IEG 2011 Conference

You’ve likely been to quite a few conferences before. And our database tells us that a large number of you have been to the IEG conference before. Yet change is blowing in our refreshing Chicago breeze, so here are some items worth note to ensure you get the most from your time with us.

Programming

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Filed under: IEG conference, IEG