Posts Tagged “Research”

Lesa Ukman Jun 15

What’s Your Story?

Watching the German telecast of the French Open here in Italy, ads for Longines watches touted the amazing work of the Andre Agassi Foundation. A revealing twist to standard endorsements, Longines creative saluted the accomplishments of Andre’s foundation rather than Andre singing the praises of Longines. Tying to substance rather than pure celebrity hits the spot in these more modest times (see my previous post on The New Modesty). And in a world of product parity in most every category—plus rampant commercialization—the most valuable assets of sponsorships and endorsements are morphing. For example, the implied endorsement of official product status used to have far more value than it does now. Directionally, the value’s in the audience affinity and the story that can be told.  more

international research activation

Daniel I. Dorfman Mar 9

Monday Session Recap from the 2009 IEG Sponsorship Conference

On the first full day of the 2009 IEG Sponsorship Conference, the presentations came out in full force as representatives of sponsors and properties exchanged ideas on how to go about meeting their needs today.  more

how to get sponsorship IEG conference research activation


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