The sponsorship industry can be guilty, sometimes, of just rolling out the same old properties activated in the same old ways. We all cringe at the thought of logo slapping and chairman's choice sponsorships, yet it still happens.
Innovation is what can give a sponsorship a competitive advantage. Whether that is better awareness and positioning for brands versus their competitors, access to target audiences, better ROI/ROO, or whether it is just a stronger overall relationship.
In the end, innovative sponsorships become a very attractive commodity. Of course, creativity is synonymous with innovation and while many people working in sponsorship are good at their jobs, they don't often describe themselves as ‘creative’.
So, if we know innovation drives better outcomes, and we need to be creative to be innovative, how do we help ensure that happens on a consistent basis in our sponsorships?
It's a question for all three sides: rights holders, brands, and agencies.
To help answer that question, one of Australia's most recognised innovators, Adam Ferrier, Founder and Consumer Psychologist at Thinkerbell, joins us.
You can connect with Adam on LinkedIn and follow him on Twitter.
I highly recommend checking out his Black T-shirts Podcast, I'm a listener myself. Adam also has two books - Stop Listening to the Consumer: Try Hearing Your Brand Instead as well as The Advertising Effect: How to Change Behaviour.
Enjoy.
See omnystudio.com/listener for privacy information.
14 Hand Picked Pieces of Sponsorship Advice and Insights Re-run - Host's Choice- Ep 129
Inside Burger King's Sponsorship of Stevenage FC Re-run - Alex Tunbridge - Chief Executive of Stevenage FC - Ep 128
Inside Creativity in Sponsorship Re-run - Misha Sher - MediaCom - Ep 127
Inside Sponsorship at UFC – Nick Smith - Ep 126
Inside Sponsorship at UBS – Anneliese Mesilati - Ep 125
Inside Sponsorship at Shell V-Power Racing Team – Nigel Calder - Ep 124
Inside Sponsorship at Miami HEAT – Jessica Geymayr - Ep 123
Inside Sponsorship at Las Vegas Raiders – Howard Christian - Ep 122
Inside Sponsorship at San Francisco 49ers - Cameron O'Toole - Ep 121
Inside Sponsorship at New York Red Bulls - Jordan Iannuzzi - Ep 120
Inside Sponsorship at Toyota - Dedra DeLilli - Ep 119
Inside Sponsorship at Heineken - Thomas Mulders - Ep 118
Inside Sponsorship - Best Bits of 2022 - Ep 117
Inside the Sponsorship Employment Market - Jonathan Harris - SRI - Ep 116
How Brands Can Optimize Their Sponsorship Portfolio - Scott Tilton - KORE Software - Ep 114
2023 Planning Considerations - Dan Collier-Hill - MediaCom - Ep 113
Inside Disabled Athlete Sponsorship - Ryan Neiswender - Paralympian - Ep 112
Inside Rugby Australia - James Durbin - Chief Commercial Officer - Ep 111
14 Hand Picked Pieces of Sponsorship Advice and Insights - Host's Choice- Ep 110
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