Why you should sponsor FinLit – with MAIA
(Especially if you’re in FS) In 2015, we received an amazing brief from a UK High Street bank. It was to find or develop a platform capable of delivering social impact and building community engagement. With reach, relevance and salience. For a retail bank, that means community with a small c, ie communities the length […]
Sponsorship, impact and ESG
Sponsorship, impact and ESG used to be very remote companions – but now there’s a large role for sponsorship in both communicating and delivering impact. Humans are creatures of habit. As a rule, we avoid change, anything which destabilises our existence – until the need becomes overwhelming. Burning platforms can be financial, existential, psychological but […]
Sponsorship measurement and logic models
We won’t pretend : this article on sponsorship measurement and logic models fails every element of originality except one. It’s 99% based on a great article from Financier Worldwide by Paula Papp, Laura Petschnig and Kalina Kasprzyk from Frontier Economics on measuring innovation. The parallels are overwhelming so we’ve wholeheartedly plagiarised their article, with great […]
Alfred Kelly’s big decision
McDonald’s exit from sponsorship at the TOP echelon of Olympic partnership created a media opening for anti-IOC narrative. But the sponsorship issue that McDonald’s exit raises is not about the travails of the IOC, it’s about whether or not the sponsorship of both the FIFA World Cup and the Olympic Games can be justified – […]
McDonalds and the IOC: fake news from the FT
McDonald’s departure from the IOC TOP programme has provoked much commentary. Of course, big sponsorship news always attracts its fair share of clichéd reflection and the departure of McDonald’s from TOP is very big news in the sponsorship industry. But it’s been particularly interesting to observe, especially in the context of fake news. The worst […]
Conjoined twins?
Sponsorship and philanthropy – conjoined twins? There’s an industry mantra dating back to the 80s, that sponsorship is a commercial means to a commercial end. In the 80s, of course, it was a useful line to avoid approaches being routed to ‘community giving’; nowadays, it’s the logical defence against accusations of profligacy. But like any […]
In search of community
Community as a marketing term really started buzzing back in the 90s. It was .com days, the world was alight with online content propositions and ‘building community’ was all anyone had to do. Building community was a great phrase for that era, because it had an optimistic ring and easy promise which ‘building a customer-base’ […]
working the Olympics
Redmandarin believe the Olympics represent a transformational business opportunity, but most businesses, faced with a proposal to partner an Olympic Games, don’t have a clue where to start. Why would they? Most businesses’ understanding of sponsorship is a combination of logo exposure and hospitality. But the Olympics – broadcast globally, without media exposure for the […]