Sponsorship & Event Marketing
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Get Going with Green: Closing the Sustainability Gap
OgilvyEarth examines the large sustainability gap in China and takes an in-depth look at the differences between the actual behaviors of people versus their claims about sustainable behavior.
LifeLock, Inc. and the Phoenix Mercury: Leveraging Partnerships to Elevate a Brand
Erick Dickens, director, product marketing, LifeLock, Inc., and Scott Horowitz, vice president, sales and marketing, Navigate Marketing, discussed how LifeLock and Phoenix Mercury created the first ever jersey sponsorship in professional basketball in order to align their missions for the advancement of community, fans, and the WNBA.
LifeLock, Inc. and the Phoenix Mercury: Leveraging Partnerships to Elevate a Brand
Erick Dickens, director, product marketing, LifeLock, Inc., and Scott Horowitz, vice president, sales and marketing, Navigate Marketing, discussed how LifeLock and Phoenix Mercury created the first ever jersey sponsorship in professional basketball in order to align their missions for the advancement of community, fans, and the WNBA.
Mainstream Green: Moving Sustainability from Niche to Normal
This study from OgilvyEarth discusses the importance of closing the Green Gap in order to make a business case for the green movement.
Personal Grooming Category Brushes Up On Sponsorship
According to a recent IEG report, personal grooming brands are now using sponsorships to differentiate themselves from their competitors.
Sponsorship Remains Fertile Ground for Property/Casualty Insurers
A report from IEG indicates that companies such as Allstate, Esurance, and Farmers Group are investing heavily in sports sponsorships.
Shipping Category Delivers New Sponsorship Activity
A recent IEG report indicates that the shipping industry is seeing strong sponsorship growth thanks to the purchase of new international properties by FedEx, UPS, and DHL.
Universal Studios Sees Interest in New Types of Partnerships
In this Q&A with Stephanie Sperber, the president of Universal Studios' partnerships and licensing division, new trends in branded entertainment and sponsorship are discussed.
Chase Bank's Multicultural Event Marketing Program
Gabriela Rodriguez-Niebres, Kellogg Graduate School of Management, MBA and former assistant vice president, National Multicultural Segment Manager, JPMorgan Chase, and Gabriela Neves, co-president, Factory 360, described how the focus on acquisitions paired with a strategy to create and execute culturally relevant activations within Hispanic and other multicultural communities have been key to the success of Chase’s Multicultural Event Marketing Program.
New Balance and Susan G. Komen for the Cure: Making Excellent Happen
Amy Shapiro, cause marketing consultant, New Balance Athletic Shoes, Inc., and Megan S. King, director, sponsorship, Susan G. Komen for the Cure, discussed New Balance's long-term sponsorship of Susan G. Komen for the Cure's events.
New Balance and Susan G. Komen for the Cure: Making Excellent Happen
Amy Shapiro, cause marketing consultant, New Balance Athletic Shoes, Inc., and Megan S. King, director, sponsorship, Susan G. Komen for the Cure, discussed New Balance's long-term sponsorship of Susan G. Komen for the Cure's events.
Decision-Makers Survey: Sponsors Favor Activation Budgets in 2011
The 11th annual IEG/Performance Research Sponsorship Survey reveals that sponsors are optimistic about leveraging their sponsorship platforms in 2011.
eMarketer Case Study: How BlackBerry Used Online Video to Engage Young Men
BlackBerry partnered with the National Hockey League (NHL) to create an online video campaign centered on the 2010 Stanley Cup playoffs.
TD Ameritrade Breaks Ground with USOC Deal
The details of TD Ameritrade's seven figure sponsorship of the U.S. Olympic Committee (USOC) and 2012 U.S. Olympic Team are discussed in this brief from IEG.
IEG: Measuring High Performance Sponsorship Programs
IEG shares 10 tips for successfully measuring sponsorships in this report.
NASCAR Sponsorship Delivers ROI for Sprint
This Q&A from IEG looks at Sprint's title sponsorship of NASCAR's top racing series.
The Hershey Company: Pause to Support a Cause
Ed Martin, director, Marketing Excellence and Corporate Social Responsibility Insights at The Hershey Company, discussed the evolution of the Pause to Support a Cause program and how this innovative method of compensating research participants helps decrease research costs, shorten fielding times, heighten response rates, and encourage more active year-round participation in market feedback, engagement, and listening programs.
The Hershey Company: Pause to Support a Cause
Ed Martin, director, marketing excellence and corporate social responsibility insights at The Hershey Company, discussed the evolution of the Pause to Support a Cause program and how this innovative method of compensating research participants helps decrease research costs, shorten fielding times, heighten response rates, and encourage more active year-round participation in market feedback, engagement, and listening programs.
American Cancer Society: Social Media as a Force Multiplier
Andy Goldsmith, vice president, Creative Brand Strategy, American Cancer Society, and Chris Mumford, senior vice president and account director, The Martin Agency, discussed how the American Cancer Society's digital and social team created a "web-centric" campaign to raise awareness, and money, for a great cause.
American Cancer Society: Social Media as a Force Multiplier
Andy Goldsmith, vice president, Creative Brand Strategy, American Cancer Society, and Chris Mumford, senior vice president and account director, The Martin Agency, discussed how the American Cancer Society's digital and social team created a "web-centric" campaign to raise awareness, and money, for a great cause.
