How 4-H inspired Johnson & Johnson's sponsorship model

This report describes how Johnson & Johnson (J&J), the healthcare company, has modelled its sponsorship approach on the pledge of 4-H, an American youth development organisation.

How 4-H inspired Johnson & Johnson's sponsorship model

Stephen WhitesideWarc

"In the old days, sponsorships were simply brand logos lashed together through a cash exchange," Lisa Dreeke, director/integrated marketing at Johnson & Johnson's global marketing group, reminded delegates at the IEG 2014 Sponsorship Conference. "Today's partnerships extend well beyond dollars and eyeballs. Today's partnerships are smart and strategic."

Lisa Dreeke from Johnson & Johnson

But in a manner that befits a company tracing its history back to 1886, Johnson & Johnson believes "old principles can be tethered to the new" to create meaningful partnerships between brands and their sponsorship...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands