Think!Sponsorship Conference Programme: The Digital Revolution
09.00: Registration
09.30: Opening Remarks
09.45: Group Session One: The Digital Revolution
What happens when you put digital assets and 'content' at the heart of your strategy? Our opening case study examines brand marketing strategies from a new perspective - where content and digitalisation is king, and where the traditional exchange of 'rights' takes the backstage in a new digital era where traditional boundaries have collapsed. The explosion of opportunity within the digital sector has seen a growing trend amongst brands to put ‘content’ at the forefront of their partnership strategies. The expansion of possibility and potential unlocked by the emergence of new platforms has created a unique position for brands - where does that leave rights-holders, the 'rights' market and sponsorship's future?
Lesa Ukman, Chairman, IEG
10.30 -11.15: Speed!Sponsorship:
Our first structured networking session of the day sees delegates network with their sponsorship counterparts in a vibrant and interactive session that runs into the coffee break. Coffee served during Speed!Sponsorship.
11.15: Breakouts One, Two & Three run simultaneously & are part presentation, part discussion with an emphasis on delegates contributing to the debates.
Breakout 1 – Qualifying and Valuing Digital Assets:
How can you evaluate digital assets & audiences (online, social media, etc.)? What techniques can both sponsors & rights-owners deploy to evaluate the potential reach and value of their digital communities & how can that value be communicated to key stakeholders? How can you rigorously assess the robustness of the potential digital offer prior to signing on the dotted line?
Suzanne Moorey-Denham, Global Commercial Director - Digital, TNS (tbc)
Breakout Two: Deriving value through long term associations
Long term partnerships are hard to come by, but provide a unique opportunity for organizations to create meaningful associations that benefit far beyond just ‘the bottom line’. In this interactive workshop, we share best practice examples from BP’s long term associations with different cultural organisations. The session considers how these partnerships have evolved, how to manage and sustain relationships through diversification and delivery and the benefits that long-term associations bring to not just the profit and loss of an organization, but to the audiences and communities it represents.
Des Violaris, Director, UK Arts & Culture, BP
Jenny Suggitt, Head of Corporate Relations, British Museum
Pim Baxter, Communications and Development Director & Deputy Director, National Portrait Gallery, Jane Storie, Head of Business Development, Royal Opera House
Breakout 3 – Building Communities
How can sponsors engage audiences through digital platforms? Can brands have authentic voices? Do rights-owners know enough about their digital communities to be able to both sell, and then activate them? How do you find out more, and what do audiences want from their media owners? This vibrant and interactive discussion assesses the feasibility of building digital assets and communities.
Stuart Bartram, Senior Manager, Global Brand – Digital, Aviva (tbc)
Kelly Russell, Account Director, Synergy Sponsorship (tbc)
12.15: Lunch
13.00: The Lunchtime Discussions (interactive smaller sessions that take place throughout the lunch period and are optional to attend)
13.45: Group Session Two: The Role of 'Rights' in the Current Sponsorship Economy - Panel Discussion.
Effective digital strategies see a true partnership between sponsor & rights-owner, and the creation and delivery of co-created content. Brands are showing a greater propensity to involve themselves in opportunities that provide integration, creativity and ownership. Sponsors want bespoke opportunities to engage with audiences & communities & properties like sponsorship packages so where does that leave ‘rights’ in the current sponsorship economy?
Kevin Peake, Marketing Director, npower
Becky Morgan, COO, All The Worlds
David Pinnington, Managing Director, OMD Fuse
Jonathan Lee, Head of Music Sponsorship, Virgin Media
14.15: Breakouts Four, Five, Six run simultaneously
Breakout Four: Building & Presenting a Digital Sponsorship Proposition:
Two rights-holders present their digital sponsorship propositions to our brand panel for feedback and critique – in our legendary ‘Dragon’s Den’ style session. The attending audience will also have the opportunity to contribute to the session providing a robust and lively session.
Pamela Brown, Sponsorship Manager, British Gas
Liz Matkin, Sponsorship Manager, The Co-operative Group
Hetty Sowerby, Sponsorship & Events Manager, J.P Morgan Asset Management UK
Jenny Smith, Brand Partnerships Manager, Jaguar Cars
Breakout Five: It's all about reputation...
Bad news travels fast...and never more so than in an age where consumers can receive immediate news through a multitude of platforms and devices. How - or even can sponsors protect themselves against the ‘wrong’ messages getting out there ? This specialist brand workshop debates how best to manage digital sponsorship campaigns, where opportunity becomes ‘cost’ & whether the potential benefits of digital communities outweigh the ‘uncontrollable’ factor.
Julian Pike, Partner, Farrer & Co
Rupert Pratt, Managing Director, Generate Sponsorship
Breakout Six: The role of Value in Kind in today's sponsorship marketplace
The current economic climate has paved the way for enhanced negotiation opportunities for sponsors - and we are seeing an emerging - or perhaps just more reported trend of more value in kind deals; the exchange of services or skills for profile & partnership. This interactive workshop looks at the upsides and downsides of this for both sponsors & rights-owners. Will this shift in trading culture catch on, and how can both rights-holders & sponsors value the exchange internally? Can a value in kind deal have greater potential value than a straight comercial transaction? Is this the future?
Pippa Collett, Managing Director, Sponsorship Consulting
15.15: Tea Break
15.45: Group Session Three: Sponsorship’s Digital Future: Panel Discussion
Our final group session of the day looks at digital trends and takes a look at how sponsorship – and those working within the sponsorship industry - can capitalise on the opportunity, whilst also protecting their assets. The session opens with an indepth analysis of global digital consumption trends before the panel will debates how the digital landscape is changing , where opportunity lies, what constitutes creativity, delivery , evaluation & ownership
Matt Simpson, Head of Digital, OMD Group
Elton Ollerhead, Digital Sales Director, dunhumby (Tesco Direct, Tesco.com)
Robin Hamman, Head of Digital, Edelman
Robert Bassett, Head of Partnerships, Ebay UK
16.30: Closing Remarks
16.45: Drinks & Networking
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