FULL SERVICE MODELS, WOMEN ARE A MISSED AUDIENCE AND MEASUREMENT FEATURE AS SOME OF KEY FINDINGS
Frontier, The Voice of the Sponsorship, Sport & Entertainment Industry
MKTG and European Sponsorship Association (ESA) have today published the results of Frontier 2016 which is designed to take the temperature of the sponsorship industry and highlight future trends and direction.
The survey took in the views of over 100 industry professionals, with agencies, brand and rights holders all represented. Some of the key findings include:
- Marketplace growing and sport is still dominating
- Agencies claiming return to a full service model – semi-full service being more accurate
- Women need to have an increased positioning as a target audience
- Social is THE dominant activation channel
- Accountability is taking on increased importance
The findings show an interesting take on the industry, something David Peters, MD of MKTG’s Sports & Entertainment division felt is an important reason for carrying out the survey. “We wanted to get the feedback of the industry because it’s essential we understand what’s important and ensure we have the capabilities to help our clients in the areas they value most.”
“The two themes that stood out for me were the pre-eminence of social media as an activation channel and the increasing importance of accountability; two areas MKTG have invested heavily in over the past two years to provide our clients with a significant competitive advantage. The sponsorship industry remains in good health and is evolving at a rapid speed so it is the industry’s collective responsibility to lead, shape and nurture this exciting and dynamic industry.”
Karen Earl, ESA Chairman thought it was a good barometer. “We regularly get feedback from the industry informally through events or see trends emerge via award entries or our Breakfast Briefings, but it’s great to have such detailed feedback from our peers in this survey. As David says, we really hope this is the start of the debate and helps the industry develop.”
To access a full PDF copy of the report, please contact us at hi@mktg.com
–ENDS–
For further information on the report please contact:
David Peters, Managing Director, MKTG UK
David.Peters@MKTG.com / +44 20 7430 6034
Karen Earl, Chairman, ESA
karenearl@sponsorship.org / +44 20 8390 3311
About MKTG
MKTG is a global brand experience, sport & entertainment, lifestyle marketing agency, with 30 offices over 17 countries. Our job is to humanise brands and connect them to passionate communities through experiences and partnerships.
About European Sponsorship Association (ESA)
The European Sponsorship Association (ESA) exists to inspire, educate and raise standards within the sponsorship and wider marketing industry. As a membership association ESA’s vision is to encourage consumer engagement through effective multi-channel marketing. Its many activities, which include policy, governance and corporate responsibility, education and training, information, networking and the ESA Excellence Awards, all have these goals as their core objectives. ESA’s reach encompasses all types of sponsorship activity from sport, broadcast, education, the arts and culture through to environment and the community. Its membership includes sponsors, rights holders, agencies and consultants, professional advisors and suppliers.