UP574 Vibes vs Effectiveness: 'Cultural relevance is this generation's brand purpose'

A conversation about sponsorship effectiveness, creativity and the price of chasing vibes.

Richard is joined by Mike Grumbridge and Peter Wilson of Sid Lee Sport to talk about Mike's recent Marketing Week piece: "Stop confusing vibes with sponsorship effectiveness" which took the Levi's Stadium ambush at this summer's FIFA World Cup as a starting point in to an argument about the value of official and unofficial sponsorship.

From there the conversation widens: why sponsorship still can't prove impact the way advertising can, why media value remains such a slippery number, why "cultural relevance" has become this generation's brand purpose, what happens to a brand when you hand it over to creators, and why so much sports marketing now looks identical.

Summary: The long and short of sponsor effectiveness, with a hat tip to Binet and Field.

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