Sponsorship

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Who Does What: Auto and Home Insurers

Sponsorship activity in the auto and home insurance category will continue to accelerate, according to IEG.

Who Does What: Energy Drinks

According to IEG, sponsorship activity in the energy drink category is expected to maintain its forward momentum over the foreseeable future.

Onsite Insight: Pantone's Ron Potesky on the Secret to Creativity

In the video below, Ron Potesky, senior vice president and general manager at Pantone, explains why making mistakes and taking risks is the key to building a creative culture. Potesky was among the featured speakers at the 2012 ANA Creativity Conference, presented by Ogilvy.

Pantone's Colorful Approach to Creative Partnerships

Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.

Pantone’s Colorful Approach to Creative Partnerships

Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.

Airlines Maintain Course Amid Industry Consolidation

While consolidation has taken some brands off the table, the airline category’s remaining players remain active sponsors, according to IEG.

Keeping it Fresh: New Inventory Key to Budweiser/MLB Renewal

Budweiser and Major League Baseball (MLB) kept their long-term relationship exciting by adding two new elements to their sponsorship arrangement, according to this report from IEG.

Nigeria Ford Focus Challenge

Ford developed a multimedia campaign to promote the launch of the Ford Focus in Nigeria.

Taco Bell’s “Unlock the Box” Campaign

Taco Bell placed QR codes on some of its most popular products to help promote its sponsorship of the 2011 MTV Video Music Awards.

Following the Money: Sponsorship’s Top Spenders of 2011

According to IEG, although the same companies comprised the top 10 sponsors in 2011 as in 2010, there was significant movement within those ranks, as number three Anheuser-Busch InBev closed in on The Coca-Cola Co. at number two, thanks to the brewer’s blockbuster NFL deal.

United Airlines: Team USA Sponsorship Case Study

Samantha Petti, senior manager of global advertising, United Airlines, Inc., discussed the “Fly Me to London” sweepstakes promotion that supported the company’s sponsorship of the US Olympic Committee.

IEG: Transforming Sponsorships into Value-Creating Partnerships

Lauren Ukman, chief executive officer, IEG, LLC, and Jim Andrews, senior vice president, content strategy, IEG, LLC, discussed the key value drivers that leading brands are leveraging to turn sponsorship and event marketing from an expense into an investment which can deliver real returns.

IEG: Transforming Sponsorships into Value-Creating Partnerships

Lauren Ukman, chief executive officer, IEG, LLC, and Jim Andrews, senior vice president, content strategy, IEG, LLC, discussed the key value drivers that leading brands are leveraging to turn sponsorship and event marketing from an expense into an investment which can deliver real returns.

Priceless: MasterCard’s Strategic Approach and Activation of Sponsorship

Alison Giordano, vice president, U.S. sponsorships, MasterCard Worldwide, discussed how MasterCard earned a return-on-investment (ROI) for its brand, its business partners, and its cardholders.

The Evolution of Mars’ Partnership with NASCAR

William Clements, vice president, sponsorships, Mars Incorporated, and Norris Scott, vice president, partnership marketing and business solutions, NASCAR, provided insights on the successful long term partnership between Mars, Inc. and NASCAR.

State Farm Takes Music to a Better State

State Farm has long used music as a platform to build loyalty among the next generation of insurance buyers.

Dr Pepper Snapple Group Partners with the Chicago Bears

In order to strengthen its presence in Chicago, the Dr Pepper Snapple Group has inked a seven-year, estimated multi-million dollar partnership with the NFL Chicago Bears.

A Foundation for Life

By repositioning Permanent Life Insurance from a death benefit to a life benefitNorthwestern Mutual exceeded its sales goal by 100 percent, outperforming policy sales for the entire insurance industry. The astonishing results convinced a previously skeptical field force of the power of advertising.

Creating Credibility for RIFT, a New Video Game, Against a Dominant Market Leader

In the seven years since World of Warcraft (WoW) launched, no challenger had launched a game to successfully stem the category leader's continued increase in players. Our premise was to confront WoW players head on and position RIFT as a credible alternative that demanded their attention.

Just the Right Amount of Wrong

Tasked with building the brand of this unknown, independent hotel, we isolated a new segment of luxury travelers that we named the Curious Class, and connected with them using the line Just the Right Amount of Wrong.

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