The Attention Shift
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Why Most Sponsorships Don't Work (and How the Best Ones Do) | Rory Natkiel

The Attention Shift
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This week Ed sits down with Rory Natkiel, founder of Box Count and Chair of the Sponsorship Effectiveness Forum. They unpack the Sponsorship Effect, the largest analysis of sponsorship effectiveness ever done, with 92 case studies coded to IPA standards. The 3 to 1 gap between the top 30% of sponsorships and the rest. Why the industry has been measuring the wrong things for decades. Why live sport is the last mass moment in fragmented media. And the creativity problem holding sponsorship back from advertising's effectiveness curve.


To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.



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