So your sponsorship evaluation budget is tiny…
Why are sponsorship evaluation budgets so tight? There’s not an agency that doesn’t subscribe in principle to the importance of sponsorship evaluation – but relatively few brands that set sponsorship evaluation budgets commensurate with investment. Of the brands which evaluate, the majority rely either on syndicated rightsholder research or run moronic surveys of the kind […]
The two tropes of sponsorship measurement
Sponsorship measurement has always been a strangely mute discussion area within the world of sponsorship – which has been largely dominated by two tropes. It’s not helped of course that the larger agencies productize their services into standard formats – syndicated reports, global panels and dashboards such as Nielsen Fan Insights – because their business […]