Using sponsorships to reach post-recession customers: insights from Bank of America, MasterCard and Capital One
Geoffrey PrecourtWarc
Coming out of economic chaos, American financial institutions have learned to be guarded about the kind of messages they send to consumers. Sponsorship deals and partnerships are proving a good way of sending the right messages, judging by the presentations at the IEG Sponsorship Conference in Chicago.
Although the IEG assembly had a decidedly upbeat tone – with sponsorship investors and rights-holders seeing new prospects with the variety offered by cross-platform engagements – the closer the programs came to Wall Street,...