February 25, 2012

Last Thursday, the Sponsorship Summit 2012 was held in Croke Park. A series of talks and discussions took place around why sponsorship works, and how to execute it properly. There were a number of key lessons. The audience was told that there has to be a good cultural fit between the brand and sponsorship asset. Think Guinness and Irish Rugby . It’s not enough anymore to badge an asset with a logo. A good plan should make the most of the sponsorship, and consumers’ should be excited and involved. Musgraves brought to life it’s partnership of the GAA with ticket sales at local stores, the use of characters from their TV ads in store to entertain young fans and buses organised to bring supporters to games.

Perhaps the greatest lesson of the day was integration. A fantastic case study, which I would urge anyone to investigate further, is P&G’s sponsorship of the 2012 London Olympics. Stemming from a key insight that consumers are in fact aware that brands such as Olay, Gillette and Ariel are part of a larger group; a decision was made to promote the P&G brand itself. Giving access to billions, the sponsorship of the Olympics is one with huge potential. P&G is highlighting its association with a number of moving ads, incorporating the ‘Proud Sponsor of Mums’ tagline. Ticket giveaways and the use of the P&G/Olympics logo on products are aimed at driving consumer loyalty and sales.


P&G and the Olympics brings to mind OMD’s own strategy of insights, ideas and results. With all three interdependent, it’s a useful reminder that although an idea may seem ‘nice’ and may even be something that a client has ‘liked’ in the past, it needs to be grounded in insight and driving results for the business in the form of sales, market share or stakeholder value. With many brands proud to showcase success achieved with best practice, others need to make sure that they don’t get left behind.



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