Conference Content

Event Introduction: Catherine Hawkins, Founder, Think!Sponsorship

Topic One: Collaborative Trends

Our opening session set the tone for Collaborate: Digital and reviewed and reflected on the trend findings from the Frontier20 industry report—conducted pre and during CV-19.  Think!Sponsorship attendees heard exclusive findings from the 2020 survey.

Sandra Greer, Director of Insight, MKTG (pre-recorded in the studio followed by a live link Q&A)

Topic Two: Selling Collaboratively - Panel Discussion

As sponsorship has become more integrated so objectives have become more sophisticated and wide-reaching, calling for sellers to create bespoke solutions with creative activation plans. In the advent of CV-19 dynamism, flexibility and collaboration have become central pillars that underpin enduring and successful partnerships.  In this session we explored how the marketplace has and is evolving at rapid pace and the changing nature of sponsorship rights and assets. This session was run as a live panel discussion in the studio with sponsorship buyers and sponsorship sellers representing both ends of this spectrum.

Tom Whiteside, Manager—Sponsorship, Toyota UK
Stacey Bowles, Head of Development, Victoria & Albert Museum (V&A)
Tony Singh, Chief Commercial Officer, England & Wales Cricket Board (ECB)

The panel were broadcast live from the studio.

Topic Three: Sustainable Collaboration  ‘Give Nature a Break’ Campaign.

In sustainable collaboration we explored another of sponsorship’s hottest trends. As the market evolves and consumers show an increasing desire to purchase and support ethical, sustainably focussed businesses we examined how a nature-based partnership with an identified collaborative cause delivered impressive outtakes and inspired consumer loyalty.

Naomi Conway, Director of Development, National Parks

Gemma Chance, Head of Partnership & Purpose, Forest Holidays

Naomi & Gemma pre-recorded their presentation which was broadcast on the day, followed by a live Q&A conducted through the live link.

Topic Four: Community Collaboration

Substantial shifts in education sponsorship from the last decade to this have been dramatically compounded by the Covid-19 crisis.  In this session we explored how a revolution in education & community sponsorship have taken supportive brands from the classroom to the family home, and consider what long-term impact this may have on their brand perception in an era where consumers seek to engage with businesses with demonstrable social purpose (Frontier20 outtake). This session reviewed the NatWest MoneySense programme.

Mark Fawcett, Chief Executive, We Are Futures

Caroline Edwards, Sustainable Banking Lead, Financial Capability, NatWest (RBS)

Mark broadcast live from the studio on the day and was joined by Caroline on the live link for the Q&A.