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Portfolio Optimization

Where Do Sponsors Go From Here?

Where Do Sponsors Go From Here?

The current Covid-19 crisis has put so many aspects of the sports and entertainment industry into a state of uncertainty. The trickledown effect will last for quite some time. At Lumency, how we approach our business and how we advise clients hasn’t changed…

Jeff Rothlein May 12, 2020July 10, 2020 Evaluation, Insights & Intel, Philosophies, Portfolio Optimization, Strategy, Tools Read more

Measuring Sponsorship Impact

Measuring Sponsorship Impact

There are two widely held yet opposing myths about sponsorship measurement. One is that sponsorship isn’t measurable.  The second is that effective sponsorship measurement should provide a single data point output; i.e., for every dollar I spend on a sponsorship

Ian Malcolm April 9, 2020April 30, 2020 Evaluation, Philosophies, Portfolio Optimization, Tools Read more

Instituting Governance for a Global, Decentralized House of Brands

Instituting Governance for a Global, Decentralized House of Brands

CASE STUDY: Beer Client | Sponsorship Governance & Portfolio Audit | Global ASSIGNMENT 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

Kirby Zdrill April 2, 2020September 24, 2020 Case Studies, Evaluation, Governance, Portfolio Optimization, Strategy Read more

Sponsorship Portfolio Healthcheck™

Sponsorship Portfolio Healthcheck™

A brand’s sponsorship portfolio can evolve over time into a collection of disjointed properties that may or may not support current business and brand objectives. A portfolio may include properties that fit past objectives, were pet interests of past executives

Ian Malcolm March 14, 2019July 22, 2020 Evaluation, Portfolio Optimization, Strategy, Tools Read more

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Lumency House | NEW YORK

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4th Floor
New York, NY, 10017
U.S.A.

+1 (646) 880-9750

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Suite 300
Toronto, ON, M5A 4N3
Canada

+1 (416) 481-3920

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Suite 600
Chicago, IL, 60611
U.S.A.

+1 (312) 464-7786

 

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