Double-Dipping: How HP gets maximum value from its sponsorships
Geoffrey Precourt Warc
Can a company be too big for sponsorship programs? Not according to Karen Cage, who heads up alliances and sponsorships at Hewlett-Packard (HP). "We're constantly leveraging business-to-business sponsorships to achieve multiple objects" - a reasonable enough goal for most marketers. But Cage has a challenge: "The Hewlett-Packard reach and customer span is huge. One of the few - if not the only - technology companies that goes all the way through from consumer to enterprise businesses," she told an audience at the 2011 IEG Return on Engagement...