Barclays sponsorship evaluation framework
Rachel Mackie and Simon WatsonBarclays Group and iris worldwide
Summary
Barclays engaged iris Worldwide to develop a process and methodology for evaluating their sponsorship portfolio in December 2013.
The scope of the project was to:
- Deliver a framework that was consistent across the organisation and enable the output to be comparable.
- Make transparent how the sponsorship contributes to the organisation's balanced scorecard of "5Cs".
- Barclays already worked with a raft of research agencies to collect information, but the challenge was to present this back to the business in an engaging manner.
iris Worldwide developed a...