IEG Sponsorship 2014

Chicago, 23-26 March 2014

The 2014 IEG Conference looks at how new intents, technologies and applications are transforming partnerships.

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Article

This event report discusses how Marks & Spencer, the UK high-street retailer, developed the idea of "shwopping" – where consumers actively trade in previously-purchased items of clothing in exchange for some kind of benefit, from discount vouchers to points on a Facebook league table.

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This event report discusses how Bank of America leverages its partnership with Major League Baseball (MLB).

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This event report discusses how TD Ameritrade, the financial services company, aimed to achieve true brand "fit" to drive the maximum benefit from its sponsorship of the United States Olympic Committee (USOC) during the 2014 Winter Olympics in Sochi, Russia.

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This event report describes how Siemens, the engineering and electronics conglomerate, used a partnership with Disney, the mass media corporation, to enhance its local credentials in America.

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This report describes the sponsorship opportunities that have been undertaken by Coca-Cola, the soft drinks company, around the world.

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This report describes how Johnson & Johnson (J&J), the healthcare company, has modelled its sponsorship approach on the pledge of 4-H, an American youth development organisation.

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This report describes how Ford, the automotive company, promoted its 2013 Fiesta model to millennials in the US.

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This event report discusses how The Milk Processor Education Program in the US turned chocolate milk from solely being seen as a treat for kids to a recovery drink for athletes.

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This event report discusses how Aon – a company specialising in areas including risk management, insurance brokerage and human-resources solutions – adapted its sponsorship of Manchester United after an agreement to feature its logo on the club's famous red shirts came to an end.