Procurement and Sponsorship : Survey
Marketing Procurement continues to move beyond cost savings and avoidance, to adding value to internal clients. According to WBR Insights 2018, priority KPIs were improvements in marketing ROI, agency performance, brand consistency and innovation ahead of cost savings. Meanwhile, while investment in sponsorship continues to grow, governance of sponsorship continues to challenge. WBR 2017 Marketing […]
Would you buy this?
Although our soon-to-be-published survey into the relationship between Procurement Teams and Sponsorship Practice suggests that Procurement is not heavily involved with sponsorship measurement, this post is aimed primarily at marketing procurement. The biggest con in sponsorship evaluation Despite the pandemic, many sponsorship research agencies are still doing a roaring trade in nonsense. For many years, […]
Sponsorship rights valuation – and cabbage
Many years ago now we wrote a blog post called Media. Value. Cabbage – on the subject of post event sponsorship valuation. (We use the term valuation to refer to the commercial value assigned to a sponsorship contract – and evaluation to refer to measurement of a sponsorship’s success). The tone of the title reflected […]