The agency says the launch follows its success in the Australian market.
“Traditionally, sponsorship’s effectiveness has been hard to measure simply because most sponsors have used methodologies more suited to advertising research than the dynamics of sponsorship”, said Nicholas Cameron, managing director of Starfish.
“Traditional approaches tend to focus on awareness thereby overlooking what makes sponsorship such a powerful tool, that is the transfer of passion from a property to a sponsor” he added.
“SponsorMap uses metrics that are unique to sponsorship such as passion and gratitude thereby enabling us to better isolate the role that sponsorship is having on a brand.”
The tool caters for all categories of sponsorship from broadcast, sport, event, cause and personalities. There are various modules of SponsorMap ranging from sponsorship tracking, pre-testing and event research.
