Making sponsorship pay - insights and case studies from IEG

Research from IEG, the consultancy and agency owned by WPP Group, found that 87% of marketing executives were keen to more rigorously prove the payback delivered by their sponsorship spending.

Making sponsorship pay - insights and case studies from IEG

Geoffrey PrecourtWarc

While the overwhelming majority of marketers insist they want metrics to support their sponsorship programs, most also don't want to pay for the required research.

In a presentation entitled "Moving Sponsorship Measurement from Lip Service to Full Service" at the 2013 IEG Sponsorship Conference in Chicago, Laren Ukman, the chief executive of IEG, and Jim Andrews, the organization's svp, content strategy, revealed that 87% of participants in its 2013 Sponsorship Decision-Makers Survey desired greater validation for their expenditure.

But the practice of financial commitment seemed to be...

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