The Challenge (Sector: Health and well-being): Improve sponsorship performance
The underlying business issue: How can a world-famous brand maintain a competitive advantage with its sponsorships and optimise its return on investment?
The Project: The secret to securing competitive advantage is to understand what peers are doing right, and what the client has been doing wrong. So the first stage was a deep immersion in past performance and best practice, complemented by some educated trend-gazing. A definitive report was produced as the main input to a facilitated brainstorm. Its critical section – a comprehensive review of the available options – fed an idea-generation process to stress-test their respective potential. The client elected to control its own destiny by adopting a strategy to create – and thus own – its own sponsorship properties. The decision was supported by an internal branding and communications process to introduce the change and two management tools to evaluate ideas and ensure a viable business case for sponsorship investments.