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"Working with Redmandarin was a real pleasure – they felt very much like part of our team. There was great satisfaction in seeing our different markets slowly come into alignment with an intelligent corporate strategy, and even more at seeing the enthusiasm which they were able to bring to applying it locally. Three years on, the work that Redmandarin did is still having an impact."
Orange
Reducing investment, increasing brand differentiation
Back in 2001, Orange estimated they were investing €130 million annually on rights - without achieving the critical mass this level of spend should deliver.
Our challenge was not only to reduce annual investment to €60 million, with increased brand impact and differentiation, but also to manage a complex project across 15 key markets, bringing individual units and sponsorship teams in line with a global strategy. And finally, we had to introduce a sponsorship culture of accountability and clearly demonstrable ROI.
We did it, of course.
For the bigger picture, click here.
