Jamie Macken
ESA Board Director and Deputy Managing Director at Core Sponsorship
I believe the biggest threat to the sponsorship industry is the industry itself, as we are often guilty of looking inwards, while trying to justify our role across the wider marketing communications industry. We need to work closely with our peers across the marketing industry to ensure they understand the tenets of this fantastic medium. We must translate sponsorship effectiveness into a common language for the entire marketing industry and provide the best training and education for those starting their careers and those willing to learn more.
- Plan with rigor. It is impossible to imagine a media agency investing their client’s money without first conducting extensive due diligence as to why and how the investment will work. We need to insist on this level of rigor when planning sponsorships.
- Take more risk and be nimble. Too often sponsors and rights holders play it safe and limit the potential of sponsorship to the status quo. This mindset does not benefit anyone: sponsors, rights holders or fans. Those that are brave, reap the rewards. I think the tech industry is a clear leader in this space.
- Price on value. Agencies must stop underestimating the value of their service and price accordingly on the value it delivers to clients, not on the time it takes. I think the professional services and other industries are way ahead in this regard.