P&G's sponsorship formula: Pampers' 3-to-1 payout on partnership investment
Geoffrey PrecourtWarc
How does Procter & Gamble find the right kind of sponsorship partner?
According to Marc Pritchard, Global Marketing and Brand-Building Officer, there are two considerations, one financially pragmatic and the second more focused on brand DNA.
In a keynote address at the 2012 IEG Annual Sponsorship Conference in Chicago, Pritchard explained, "We look for partnerships in almost everything we do because it's a critical part of our business strategy. We evaluate what we do best, what someone else can do better and how we can join...