How 4-H inspired Johnson & Johnson's sponsorship model

Stephen Whiteside

"In the old days, sponsorships were simply brand logos lashed together through a cash exchange," Lisa Dreeke, director/integrated marketing at Johnson & Johnson's global marketing group, reminded delegates at the IEG 2014 Sponsorship Conference. "Today's partnerships extend well beyond dollars and eyeballs. Today's partnerships are smart and strategic."

Lisa Dreeke from Johnson & Johnson

But in a manner that befits a company tracing its history back to 1886, Johnson & Johnson believes "old principles can be tethered to the new" to create meaningful partnerships between brands and their sponsorship properties. The goals underpinning these efforts have not changed, either, as marketers still need to "change behaviour, build brands and even improve lives."