A holistic approach to measurement
Paul Greenep, Simon Watson and Rachel Mackieiris and Barclays
Admap: Boost the impact of sponsorship
This article is from the November 2014 issue of Admap, which focuses on 'boosting the impact of sponsorship' marketing strategies.
Barclays has adopted a holistic form of sponsorship measurement that demonstrates the value of sponsorship to the business, aligns sponsorship to corporate strategy and identifies optimisation opportunities at a property and portfolio level.
Sponsorship has been too subjective, for too long. There has been no 'best practice'. Just, the same old practice. The challenge in...