Sponsorship can be made more effective by embracing the principles of creative effectiveness, notably the use of characters, telling a story and the role of humour, but it could also benefit from being more scientifically led in its strategy and execution.

In order to harness the power of a well-chosen partnership and shared equity, a brand’s creative strategy needs to be rooted in the science of what people’s brains will actually pay attention to, argues a new WARC Exclusive.

Why creative effectiveness in sponsorship matters

As a brand-building, long-term focused discipline, sponsorship marketing has the potential to help companies drive...