UNRAVEL 03

TYPE OF ENGAGEMENT:

Selection Criteria, Cost rationalization and strategic alignment

INDUSTRY/COMPANY TYPE:

Marketing Sponsorship

'KNOT':

  • Large and diverse sponsorship portfolio

  • $280M investment with undetermined value ad

  • No noticeable brand impact

  • Inconsistent selection criteria and investment

THE UNTWINE APPROACH:

  • Analysis of full global sponsorship portfolio

  • Identification of underpinning causal issues

  • Propose a global solution

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.