How 4-H inspired Johnson & Johnson's sponsorship model
Stephen WhitesideWarc
"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...