The Marketing Arm: Fans, brands, and properties - Finding the perfect match

This describes the development of the marketing industry's first independent index that determines a sponsorship property’s ability to influence brand affinity and consumer purchase intent.

The Marketing Arm: Fans, brands, and properties - Finding the perfect match

Summary

Leading brands are investing millions in sponsorships, yet the process of selection lacked scientific backing. Without a means to vet sponsorship opportunities in line with specified brand objectives, how could they be certain, especially in tough economic times, that they were aware of the opportunities, making the right choices given their brand direction, and getting the most bang for their buck? Industry icons like AT&T, PepsiCo, State Farm, and HP needed deeper insight.

We decided to lead clients in a better and smarter direction and took action....

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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

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