CASE STUDY: Beer Client | Sponsorship Governance & Portfolio Audit | Global
The beer client’s sponsorship portfolio was segmented geographically, which resulted in varying data systems, approaches, decision makers and priorities. Formalizing a Global Sponsorship Governance was imperative to ensure business objectives were being met, efficiencies were found and strategic alignment of the category was achieved.
Lumency formalized and implemented a standardized process in which sponsorship properties are planned, negotiated, signed, tracked and measured. The governance model needed to be consistent across the organization but flexible enough to adapt to changing business needs and regional differences.
APPROACH & EXECUTION
LINE OF SIGHT
Working with regional stakeholders and senior leadership, Lumency developed a governance model that delivered on company-wide objectives, standardized measurement and provided visibility throughout the organization.
Stakeholders are provided consistent analysis and insights without sacrificing local experience and relationships.
Anchoring negotiations to data, insights and timelines allows for local teams to strategically sign properties and consistently communicate with senior leadership.
DELIVERING EXPERTISE AT LOCAL LEVEL
Engagement at the local and global levels of the client’s organization provides Lumency the ability to serve as the conduit among zones and senior leadership. This strategically designed governance process allows senior leadership to focus on larger horizon strategy without losing sight of short-term objectives.
Through the implementation of a customized-to-client Lumency governance model, Lumency assisted the client in delivering 25% in aggregate rights fee savings and over 65% average increase in value per property renewed or acquired in 2018, across 11 global and regional brands.
Value increases were realized through both a reduction in fees and net new value via new assets and realignment of asset packages to better achieve business objectives.
We built and implemented a sponsorship database of properties and assets to ensure portfolio information is organized, up to date, and easily accessible.
Lumency also identified strategies to further optimize the portfolio and provide the through line for best practice sharing among regional stakeholders to continually improve our client’s approach to global sponsorship management and execution.