unilever
What
we did
Outcome
Need
Undertook audit of use and understanding of sponsorship to date Developed global strategy to deliver
Global roll out in Q3 2002
Redmandarin retained to facilitate 'Introduction to Sponsorship' workshops as required for Unilever Brand teams around the world
Need for sponsorship to be considered with same rigour as other communication channels, as effectiveness of advertising continues to decline
Integrated best practice understanding into Unilever's Advanced Brand Communication programme, and Communication Channel Planning model
Consistent sponsorship process for roll-out across all brands, categories and markets world-wide
Created 8-step sponsorship process to ensure memorable, effective sponsorship every time
Supported launch to 5,000 global brand directors and brand marketers world-wide
Consistent sponsorship process for roll-out across all brands, categories and markets world-wide
Created 'Introduction to Sponsorship' workshop for internal use
Unilever
say: " We have appointed Redmandarin because of
their skills and experience in strategic planning in sponsorship and their
clear understanding of the need for our activities to be brand-led not
property-led."
-Michael Brockbank, Vice President, Brand Communications
