Helping Sponsors Win the Long Game
Synopsis:
We’ll hear from Gary Knight on the long term versus short term. Sandy McDougall provides us with research insight, plus a Q&A panel including Isabelle Huet talking on behalf of Volvo, and Kristin Sonfield from the Compare the Meerkat brand discussing its partnership with Pearl and Dean.
Speakers:
Gary Knight – CEO and Founder at Flippin’Eck
Gary Knight has over 40 years of experience in the Commercial Television & Mainstream Digital industries. He has a unique set of skills, working across Broadcast/Vod spot airtime, Sponsorship, Digital, Branded Content, Product Placement & Talent Endorsement activities.
Although highly commercially focused he is also passionate about all aspects of Creative Content.
Gary has been responsible for some of the UK’s biggest & most enduring commercial deals including Compare the Market’s Partnership with Coronation Street & Talk Talk’s 10 year relationship with The X Factor. He led the UK’s deregulation of the Paid Product Placement industry and is the co-creator of ITV’s FUSION tool-a Multi-platform activation model which maximises commercial return across high end Brand franchises. Gary was also instrumental in developing ITV’s Primal Screen model – where data & human emotional experiences meet & are bound together by potent Storytelling.
Gary has a wealth of experience across all aspects of Intellectual Property Activation, enhanced by launching a version of Coronation St into the Chinese market & having been the commercial agent for Arsenal & Liverpool Football clubs. Across the past decade he has been immersed in deep relationships with Producers, Content Commissioners, Rights Holders & Content Creators, allowing him to have a deep knowledge base of the Production & associated distribution business. He was part of the ITV team that successfully won the Broadcast rights to both British Horse Racing & to the Rugby Union Six Nations Championship. Gary also has a deep fascination with the whole field of Leadership. What makes a Team excel & constantly outperform their industry peers? Gary has firsthand & robust experience in how you can really lead these Super teams.
He recently set up his own company, Flippin’Eck Ltd. which offers expertadvice & hands on activation management for all aspects of the Premium Content eco-system. This unique & in-depth knowledge of the Commercial & Creative ecosystem surrounding all forms of Content makes Gary a valuable partner & active guide for brands, agencies, producers, commissioners, media owners, & rights holders alike.
Sandy McDougall – Controller of Sponsorship & Partnership Insight at Sky Media
Sandy McDougall is Controller of Sponsorship & Partnership Insight for Sky Media. She has been in strategy and media research for over 16 years – eight years at Sky across a range of flagship clients including Volvo, Unilever, Qatar Airways & HSBC.
Prior to Sky, she worked for UKTV, Discovery Channel and The Daily Mirror in strategy and insight roles focused on media engagement from both a commercial and editorial stance. Sandy has led a number of studies incorporating neuroscience into her research projects and is passionate about its increasing relevance and application in sponsorship research.
Isabelle Huet – Business Director at Mindshare
Isabelle has nearly 13 years’ experience in media and marketing, including ATL and BTL strategy, experiential, branded content, partnerships, sponsorships, digital, client service and campaign management.
She has worked with global brands such as P&G, Reckitt Benckiser, Unilever, Nestlé, Volvo, Dyson and British Airways, across the UK and Australia, in both media agencies, experiential agencies and creative agencies. Isabelle joined Mindshare Invention in February 2016 and has worked on Volvo’s sponsorship of Sky Atlantic since.
Kristen Sonfield – Associate Director of Planning at Compare the Market
Kristin Sonfield is Associate Director of Marketing Planning at comparethemarket.com, having worked at BGL Group for the past 10 years, she has helped the comparethemarket.com brand grow from category challenger to category leader, as well as launching other BGL insurance and comparison brands in UK, French and Dutch markets.
Kristin’s current remit is to drive top line growth of the business through marketing communications and advertising with overall responsibility of the media strategy at comparethemarket.com.
Event Timings
08:30 am – Registration, networking and light refreshments
09:00 am – Speaker presentations, followed by Q&A session
10:30 am – Close
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