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WPP Launches Sponsorship Evaluation Tool
WPP has launched a new research tool to evaluate sponsorship within the arts, music, film festivals, entertainment and sports markets.
The new PARNTERZ tool will also enable users to conduct multiple analyses linking different sponsorship properties with a brand, and assign a specific archetype to a property.
Research for the launch was conducted by Millward Brown with support from WPP agencies GroupM, Hill & Knowlton, and recently launched OgilvyAction (www.mrweb.com/drno/news7858.htm ). The system pulls together data on a wide range of arts, entertainment and sporting properties in nine countries: the US, UK, France, Germany, Italy, Spain, Russia, China and India.
Russia's participation will enable sponsorship evaluation at the 2014 Winter Olympics; while India's will bring in the Bollywood film industry.
David Muir, Head of WPP's media and research community, The Channel, explained: 'The reason we're doing this is that we're seeing global sponsorship spend grow at around 20% to 30% per annum. As more and more money is chasing these opportunities, clients are looking for a more scientific evaluation. They want to know the equity of these properties, and to compare their audiences with that of a brand.'
Brand data will be supplied by WPP's proprietary diagnostic and predictive brand measurement tool, BRANDZ. Web sites are at www.wpp.com and www.millwardbrown.com.
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