MEC, MindShare Create Tool For Sponsorships
Adweek, Friday, June 20, 2008 2:45 PM
As media strategists forecast that sponsorships will grow as a valued, non-intrusive form of marketing, MEC Access and MindShare Performance have jointly created a research tool that helps clients evaluate consumer affinity for sponsored events. Called PartnerZ, the tool allows a client to identify the sponsorships that best fit its brand and target audience.
Read the whole story at Adweek »
The tool depends on data collected by Millward Brown on the arts, music, film, festivals, entertainment and sports in the U.S., U.K., France, Germany, Italy, Spain, Russia, China and India.
The WPP-owned agencies decided to conduct the research because sponsorship investments have grown to represent more than 10% of global marketing budgets, says Jon Levine, MEC Access executive. Previous studies examined one sector at a time and could not offer comparisons, between a sport event and a music concert.
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