SPA Future Thinking Unveils Sponsorship Suite

UK-based SPA Future Thinking has introduced three tools to help brands and broadcasters measure the impact of sponsorship, product placement and multimedia campaigns.

The company was formed last September by the merger of SPA and Future Thinking (formerly known as TORA). Last month, the firm launched Apollonius, a new sales forecasting model that combines research data, category data and marketing information.

The new 'Communications Suite' comprises:

• Place Max - which measures viewers' brand awareness and depth of feeling following paid-for placement activity.
• Campaign Optimiser - which uses regression analysis to model the relationship between recall of different elements of a multimedia sponsorship campaign, and the effect of each in terms of raising brand awareness, improving brand image, and driving the call to action.
• TV Sponsorship Index - which uses data from the firm's 450-study norms database to identify where sponsorship is performing well or badly and which key measures awareness is driving.

'With a heritage and reputation for sponsorship research which goes back well over a decade, we have developed a thorough understanding and proven approach to provide guidance for sponsorship strategies,' states Director, Suzy Aronstam. 'We've built on this experience to devise an all-encompassing suite of products that can provide insight and clarity to clients' comms strategies.'

Web site: www.spafuturethinking.com .