How Barclays evaluates its sponsorships to make better investment decisions

British financial services firm Barclays has built a framework for evaluating sponsorships capable of evolving over time that uses clear inputs to understand each investment’s business impact.

Short-termism is a common disease with multiple causes. In the marketing sphere, says Barclays' Aled Richards, an insight manager, it’s not necessarily of a lack of money so much as the short-term nature of the top marketing role. Among the top 100 t according to the executive search firm Spencer Stuart: three and a half years.

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