Agency: BDH\TBWA and Mediaedge:cia | Authors: Jacqui Wall and Lorna Hawtin |
Imperial Leather
Imperial Leather sponsorship wins the 2002 Commonwealth Games
INTRODUCTION
In the Summer of 2002 Manchester hosted the Commonwealth Games and PZ Cussons' Imperial Leather was one of the major corporate sponsors.
This is the story of how Imperial Leather was able to win the sponsorship game for PZ Cussons by looking beyond the obvious. By being true to its own unique perspective rather than to corporate sponsorship norms, it was able to dominate and put...