Pippa Collett, managing director of Sponsorship Consulting, is heading the ESA project which could see the full framework made available to ESA members for implementation in 2008, a year earlier than planned.
“I have never subscribed to the view that sponsorship is impossible to measure, although I agree that it is a challenge," comments Collett. “The framework we have developed is designed to stimulate sponsors' thinking about their key objectives and what measurement methodologies are appropriate to their specific situation.”
The framework, to be debated at the conference, was developed in consultation with a wide range of ESA members with particular contributions from The Sponsors' Group, chaired by Toby Hester of Castrol BP, and the Information Committee, chaired by Nigel Geach of Sports Marketing Surveys.
