TYPE OF ENGAGEMENT:

Selection Criteria, Cost rationalization and strategic alignment

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INDUSTRY/COMPANY TYPE:

Marketing Sponsorship

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'KNOT':

• Large and diverse sponsorship portfolio

• $280M investment with undetermined value ad

• No noticeable brand impact

• Inconsistent selection criteria and investment

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THE UNTWINE APPROACH:

• Analysis of full global sponsorship portfolio

• Identification of underpinning causal issues

• Propose a global solution

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UNRAVELING OUTCOME:

• Sponsorship Selection Methodology developed and implemented globally

  • Reduced Current Sponsorship portfolio Investment by $800K

  • Improved investment

  • Streamlined portfolio in line with brand aspirations

  • Included significant sponsorships to portfolio

• Global Sponsorship Implementation Approach developed

  • Consistent approach to implementation

  • Creation of a common language for reviewing and assessing sponsorship viability.

• Created Global sponsorship Governance board for peer challenge and review of global portfolio.

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