innovation, impartiality, insight, integrity
I've worked in sponsorship for more years than I would care to remember, for clients large and small, multi-national and local. But as the market has matured, it's become more apparent that there are two major issues holding back the development of sponsorship. How will it ever be a truly credible marketing function if it's not planned and developed strategically and accountably? How objective is sponsorship advice that comes from so-called consultancies who are rights holders too?
Our challenge was to create an organisation that would tackle these issues head on. A means of providing brands with the strategic advice and processes necessary to maximise real sponsorship value, and create lasting connections with consumers and customers.
That organisation is Redmandarin, and
our values are central to how we think
and act:
An impartial, objective
perspective lies
at the
heart of everything we do. We
will never
sell rights or act on behalf of
rights
holders since this compromises
the validity
of the strategic advice we
give. We
also will not take commission
on sponsorship
deals we negotiate
either.
We'll work to secure the best
price for
our clients, and the
commission
that is often paid by rights
holders
to agencies is passed on to our client.
Effective sponsorship
strategies have
to be rooted
in insight. We are firm
believers in
using research, efficiently
and effectively,
and are also firm non-believers
in the value of media
measurement
as any indicator of
success. There's
not a one-size-fits-all
approach to
evaluation, and there are
as many different
ways to evaluate
sponsorship
as there are things to
sponsor.
Integrity is pivotal
to the way we
think and act.
We are open, honest
and transparent.
If we don't think
sponsorship
will work for you, we will
tell you.
Thank you for visiting our site, I hope
you enjoy the information you find
here, and if you'd like to pass on any
feedback or need to know more,
please feel free to let me know.
Sally Hancock
Chief Executive Officer
