The future of sponsorship: Six ideas from the IEG 2012 conference

Geoffrey Precourt

This report summarises six themes from the 2012 IEG Sponsorship Conference. These include the trend towards sponsors adopting more emotional messaging techniques, telling stories via sponsorships, embracing the real-time opportunities provided by mobile apps, and integrating sponsorship activity with other marketing communications.

The Future of Sponsorship: Six Ideas from the IEG 2012 Conference

Geoffrey PrecourtWarc

In a marketing ecosystem where "the next bright shiny object is gone before you have a chance to talk about it," Lisa Ukman has grown wary of providing guidelines for sponsorship programs. Allowing that, at times, "We're like deer in the headlights," the Co-founder/Chief Insights Officer of IEG instead prefers to talk about "guiding principles that we can use to make partnerships more robust and more valuable."

And, in her opening address at the 2012 IEG Sponsorship Conference conference – the 29th such gathering for IEG,...

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