The worlds of marketing and CR are converging. Citizenship is a key driver of brand in many markets.
Yet too many organisations still have a silo’d and inefficient approach to CR, with CR viewed as a standalone activity, removed from core business objectives.
The sponsorship industry’s response to this trend has in general been to ‘bolt on’ CR programmes to amplify and mitigate traditional sponsorship.
Our approach is smarter.
Firstly, we use sustainability principles to help our clients bring CR closer to brand marketing and organisational goals. And then we apply a sponsorship approach to develop programmes and campaigns which not only meet social policy criteria but deliver the benefits usually associated with sponsorship – building brand equity and relationships with key audiences, internal and external.