"Sponsorship and Content: a brand's best friend” was held on Wednesday 25 June 2008 at the Soho Hotel, London. This half-day event featured fresh research from Duckfoot which builds on our understanding of how sponsorship works and also provided industry recommendations about how the impact of sponsorship can be best evaluated and measured.

Here you can watch a short film summarizing the event and have a closer look at the presentations.

A stellar cast of respected industry experts were on hand to unlock the hidden value of editorial, and they spoke on the following subjects:

 

Speakers' presentations

  • Sponsorship and content: the research findings
    David Brennan, Director of Research and Strategy, Thinkbox and Dr Ali Goode, Cognitive Brand Psychologist, Duckfoot Research launched the findings from Thinkbox’s innovative research looking at how and why sponsorship and branded content affect the audience, and how advertisers and agencies can optimise their use of these opportunities in future.
  • The power of strand sponsorship
    David Grainger, Business Director, ZenithOptimedia took us through the journey for how Toyota Aygo achieved their goal through using strand sponsorship of T4 as a highly effective way to reach its target audience of young people.
  • Broadcasters and branded content
    Nick Smith, Client Development Director, ITV (at the time of this event). Nick gave the audience a whistle-stop perspective on what branded content actually is, how broadcasters are seeing the role and benefits of it, and where this area is likely to go in the coming months. This also included some thoughts from the broadcasting side of the table on how to do it well.

Sponsorship and Content: a brand's best friend

Editorial marketing is incredibly valuable, but it works differently from spot advertising; differences which make it even more difficult to research using conventional methods This event got right to the heart of great TV sponsorships and revealed how communication by association works for a range of brand objectives.

Viewing of the slides that were presented on the day are completely unrestricted.

Just click on the speaker below to have a look at their slides.

However, you will need to log in to download them.

Login