Font Size: Increase | Decrease
"Redmandarin really helped us to develop a group wide strategy that can be applied across our diverse international markets and family of brands. By designing tailor-made tools to focus ourselves on our business needs and brand drivers, they not only supported us in making sponsorship decisions on a strategic basis, but lay the groundwork necessary to demonstrate ROI, and improve the efficiency of our sponsorships."
Stephan Althoff, Senior Executive Vice President Corporate Communications & Group Sponsoring
Deutsche Telekom
The whole and the sum of the parts
As sponsorship budgets represent just a small proportion of overall marketing budgets for most brands, it’s easy to lose sight of global sponsorship investment – especially when local markets embrace the practice enthusiastically.
That was the case with Deutsche Telekom.
With a presence in over 20 markets, Deutsche Telekom realised it had no clear picture of its sponsorship portfolio, and less idea of its global investment in rights and activation. More worryingly, there was little internal understanding of how territory sponsorships contributed to the global brand.
For the whole story, click here click here.
