Lesa Ukman Feb 6
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.
More >
Filed under: cause marketing, endorsements, IEG conference, international, motorsports, sports, activation
Lesa Ukman Jan 30
Sponsorship and Return on Innovation
Speakers at IEG’s 2012 Sponsorship Conference are bringing unprecedented levels of innovation to the sponsorship space.
More >
Filed under: arts, events, festivals, IEG conference, non-traditional categories, activation
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 >
Filed under: IEG conference, trends, cause marketing
Lesa Ukman Dec 9
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.
More >
Filed under: beer, branded content, digital media, events, festivals, IEG conference, international, music, new media, research, sponsored content, sponsorship measurement, sponsorship ROI, activation
Lesa Ukman Dec 2
Sponsorship Makes The Cut
Observations, learnings and provocations from October’s ANA Masters of Marketing conference.
More >
Filed under: research, sponsorship measurement, sponsorship ROI, telecommunications, trends, endorsements
Lesa Ukman Dec 1
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:
More >
Filed under: arts, international, olympics, activation
Lesa Ukman Nov 16
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.”
More >
Filed under: government/municipal, guidelines, how to get sponsorship, local, what is sponsorship, assets
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 >
Filed under: IEG conference, trends, activation
Lesa Ukman Nov 8
New Ticketmaster Book a Scintillating Read for Sponsorship Buyers and Sellers
Just finished a must-read for anyone in sports, event or entertainment marketing: Ticket Masters: The Rise of the Concert Industry and How the Public Got Scalped by Dean Budnick and Josh Baron.
More >
Filed under: events, music, venues, entertainment
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 >
Filed under: branded content, digital media, new media, social media, sponsored content, trends, activation