rEvolution Hires Sponsorship Research Pioneer

In Chicago, sports, marketing and media services agency rEvolution has hired former Knowledge Networks (KN) sponsorship specialist Darren Marshall to guide its new Sponsorship Research Group as Senior Vice President.

Earlier in the year, rEvolution formed a partnership with KN and a joint venture with software solutions firm Alphacution to develop sponsorship research and consulting services (www.mrweb.com/drno/news6988.htm ). The resulting KN ROI (return on investment) model, developed by Marshall and other KN team members, isolates and quantifies the additional sales generated by a sponsorship.

Marshall explains: 'I've spent nearly 20 years in this business searching for better ways to hold the millions of dollars spent on sponsorships truly measurable and accountable. The model helps us understand why certain sponsorship strategies do and/or don't work, and makes us better equipped to advise clients on how to maximise spending in order to achieve real results.'

For the last four years, Marshall has been VP and Group Account Director at KN. Prior to this he co-founded SRi (Sponsorship Research International) and then became Senior VP of the firm's then parent ISL Worldwide.

KN CEO Simon Kooyman comments: 'We are glad to have an expert of Darren's insight and experience to help guide our work with rEvolution. We know he will continue to deepen the influence of our model and our partnership with his new employer.'

Web sites: www.revolutionworld.com, www.knowledgenetworks.com and http://alphacution.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.