Sponsorship & Event Marketing
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Accenture: Sponsor Confidential: The Evolving and Challenging Role of Sponsorship Decision-MakingEvent Recaps
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NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)
I. MAKING RETAIL ACTIVATION WORK FOR YOUR BRAND (9:45 - 10:35)
The Westfield Group will discuss recent and ongoing partnerships that demonstrate how brands can use in-mall activation to build their business. This session will cover both local and national companies activating on a variety of programs such as automobile displays, new product showcases, seasonal promotions and special events.
Erik Carlson, VP of Partnership Marketing, The Westfield Group
BREAK (11:40 - 12:30)
II. HOW TO MAKE THE TV REMOTE CONTROL WORK FOR YOUR BRAND (10:50 - 11:40)
4 Things Every Marketer Should Know to Reach TV Viewers More Effectively
TV has been in the midst of a gradual, but dramatic, transformation to an interactive medium that allows programmers and advertisers to have a significantly more in-depth, 2-way dialogue with consumers. Not only are viewers today choosing to interact with brands, but they're opting-in to these branded experiences on their TV at levels far exceeding the :30 spot. Experience how marketers across categories are utilizing advanced TV and find out why iTV is an incredibly effective way to reach your core consumers. Plus, up your sponsorships and event marketing investments, leverage your exclusive content, provide deeper information to the TV viewer, educate your target audience, drive retail sales- get a glimpse of the audiences engaging with your brand beyond your .30 second commercial. All with national scale and national engagement, making your media dollar accountable and measurable.
Meg Brossy, Senior Vice President, Head of Business Development, BrightLine
LUNCH (11:40 - 12:30)
III. SPONSOR CONFIDENTIAL: THE EVOLVING AND CHALLENGING ROLE OF SPONSORSHIP DECISION-MAKING (12:30 - 1:20)
Steve and Emily will have a candid discussion of the challenges faced by today's sponsorship professionals, both in working externally with partners as well as internally in making sure that the organization from senior management to field staff is on board. Included in the conversation will be an exploration of the difference between simply buying sponsorship benefits-which typically fails to meet strategic objectives and doesn't deliver return-and investing in corporate partnerships that integrate into the larger business and drive growth-and what that means for selection, activation and measurement of sponsorship investment
Steve Leland, Manager, Marketing and Communications, Accenture
Emily Rogers, President, IEG Consulting Group
IV. BEYOND THE LOGO: INVESTING IN A CAUSE, INVESTING IN A BRAND (1:20 - 2:10)
As consumers become more savvy, so do cause marketing partnerships. City of Hope will share best practices and recent examples of corporate partnerships that go beyond the logo transaction.
Aline Loustaunau, Director, Marketing, City of Hope
Amanda Schrier, Director, Marketing, City of Hope
NETWORKING COCKTAIL RECEPTION (2:30)
Please join us for a complimentary drink and appetizers courtesy of the ANA and Westfield Properties. The reception will take place immediately following the formal meeting agenda at Westfield Century City's Pink Taco Restaurant.