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Key reading

P&G Proud Sponsor of Moms

What we know about sponsorship strategies

This guide summarises the key arguments on Warc around the topic of sponsorship, offering marketers practical advice from industry experts. It includes several case study examples, including the 'Thank You Mom' campaign from Procter & Gamble, which was based around the FMCG giant's Olympic Games sponsorship.
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Activating your sports sponsorship

Six simple guidelines for activating sports sponsorship for brands and advertisers.

How sports sponsorship has become strategic brand marketing

Sponsorship partnerships are moving from a transactional relationship to being value-based.

Sponsorship's influence

Different types of brand sponsorship deals, and the impact of these sponsorships on consumers.

Bring the event to life

Four approaches to events sponsorship for brands, including the pros and cons for each.

Latest case studies

Colgate Palmolive: Mouthguards

This case study shows how Colgate, an oral care brand, increased awareness to the brand and the issue of oral care through a high profile sports team endorsement campaign.

O2: Wear the rose

This case study demonstrates how O2, a leading telecommunications brand in the UK with over 25 million customers, used emotive and behaviour-led marketing techniques to raise the profile of its #Wear the Rose campaign.

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Target: #MoreMusic

This case study describes Target's, the US retailer, national campaign to interact with the Grammys, with live music instead of ads, placing Target at the centre of the evening's buzz.

Latest articles

Adstats: Global sponsorship

This article provides charts and statistics on global sponsorship expenditure, examining variations in channels, countries, years, and category.

What The Next Rembrandt means for the advertising industry

This report chronicles the collaboration between ING, the Dutch bank, and agency JWT who used deep learning to create the 'Next Rembrandt' in a major boost for both company's innovative credentials.

7 routes to more effective sports sponsorship

This article outlines seven strategies by which brands can successfully leverage the power of sport sponsorship.

Fan-first sports platforms

This article describes how most sport fans would be receptive to increased levels of sports sponsorship if the brands were to act more like fans themselves and explores this insight to investigate the five new dynamics of effective sports sponsorship.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
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Asia Pacific

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