siemens
Need
Complex global
entity with multiple
divisions
across 190 markets
Target audiences
in B2B and B2C
Different views
on sponsorship and the
way
it is used across the business
No clear role
for sponsorship
No coherent
global sponsorship strategy
In consistent
messages delivered to
overlapping
target audiences
Poor return
on sponsorship investment
Need for greater
consistency and
accountability
What
we did
Developed global
role of sponsorship for
Siemens
specifically in B2B
Process included
interviewing 50+ senior
executives
worldwide
Benchmarked
use of sponsorship against
competitors
globally
Identified
role for sponsorship in four key
areas
for the business, but the team also
identified
key organisational challenges
that
had to be overcome to realise the
potential
for sponsorship
Developed guidelines
for best practice
use
of sponsorship and associated tools
Outcome
Consistent
basis for use of sponsorship
across
the business
Educational
materials available through
global
intranet
Investigation
of potential for a global
sponsorship
programme to meet a
specific
objective for the business
Improved level
of understanding about
sponsorship
across Siemens
Siemens
say: "Redmandarin brought the intellectual rigour
and commercial perspective necessary to address the complex sponsorship
issues facing Siemens, particularly across our B2B divisions, to develop
a global role of sponsorship for the business and the foundation for a
consistent approach to our activity worldwide."
Adam Cockill, Consultant Sponsoring, Siemens
