Author: Katie Cavanagh

Deloitte Digital Partner with D&AD on their 2013 Award Ceremony 11th April, 2013

Deloitte Digital has been announced as Digital Design sector sponsor for the 2013 D&AD Awards, raising industry awareness of their new digital solutions service.


Globally renowned as the pinnacle of any creative’s career, the annual D&AD Awards celebrate and honour the best work produced from around the world within that year.

The Awards have developed to now stand at over 130 categories spread across 25 diverse disciplines – each rewarding those brave enough to challenge modern creativity.

The Digital Design category recognises groundbreaking work that pushes the limits of what can be digitally developed – from websites to apps, and everything in between, this is one of the most exciting and innovative categories within the awards.

Deloitte Digital expressed that ‘The D&AD Awards set the bar for the industry for the coming years and we are proud to align ourselves with such a well-respected and thought provoking creative body.  At Deloitte Digital, we are truly passionate about all things digital – we seek to offer innovative and unique solutions for our clients and we are proud to do things differently.’

D&AD continues to redefine and challenge the creative community, and every year this is reflected through the awards.  Previous winners including The Guardian, The Wilderness Downtown, Google Chrome, DDB Paris and Dentsu Tokyo.

Amanda Moorby, D&AD Partnerships Director said ‘D&AD are honoured to be joined by Deloitte Digital.  As a company, they represent the future of digital agencies.  We are excited to develop and explore an engaging and value-led partnership with Deloitte Digital for the 2013 D&AD Awards.’

This sponsorship deal was brokered by Slingshot Sponsorship.

Slingshot Sponsorship’s Mark Mylam Highly Commended for Barrie Gill Award for Most Promising Young Executive at Hollis Sponsorship Awards 2013 27th March, 2013

Slingshot’s very own Mark Mylam was Highly Commended last night for the Barrie Gill Award for Most Promising Young Executive at Hollis Sponsorship Awards which were held at the Marriott Hotel in London.

Having only been in the sponsorship industry for two years, Mark’s High Commendation reflects how far he has come in such ashort period of time.  The Barrie Gill Awards for Most Promising Young Executive recognsises young executives working within agencies, client companies or rights-owners who are making a significant impact within their organisation or sector.  The awards seek to honour excellence, recognise effectiveness of campaigns, and in Mark’s case, his High Commendation is testament to his hard work, creativity and driving energy that he has contributed to Slingshot.

Mark stated ‘I am delighted with the High Commendation I received for the Barrie Gill Award.  The Award itself celebrates emerging talent within sponsorship and I am honoured to be recognised as a part of the new generation breaking through.’

Mark’s achievement is not only reflected through his High Commendation but in the work he has done whilst at Slingshot.  Having Account Managed three of Slingshot’s largest clients – British Heart Foundation, Mencap and Outlook Festival; Mark is set for great things in 2013 – Congratulations!

The Big Data Divide 26th March, 2013

Data – the four letter word that has been uttered over and over again in recent years.  Mentioning the word data has the ability to cast confusion, spread fear and ignite inspiration throughout brands and agencies alike, all in two syllables.  Indeed, the influx of data has left marketers confused at the best of times, yet slowly but surely more and more are coming to realise its true potential. Yet despite the many upsides to the use of data, a shadow has been cast over it, flagging debate within the industry over its ‘Orwellian’ nature and its misuse by brands. Indeed, there is no denying that Big Data has become a hotbed of conversation, and in many instances has divided opinion.  But there is one thing that everyone is able to agree upon, the era of Big Data is here.

The prominence of Big Data in our ever more interconnected world is something that retailers and marketers are unable to continue to ignore.   The internet has become a single space through which hundreds of millions of individuals are able to congregate and where their every action is recorded.  The development of social media within this has added another level to this experience.  Communication channels such as Twitter and Facebook allow the consumer to like, share and engage with brands and products on a personal level like never before.

Indeed Big Data and social CRM provide brands and agencies with bountiful information about the consumer allowing them to direct campaigns, communicate messages and market new products to consumers that really want to engage with them.  In many cases, the use of data and CRM has allowed brands that have the ability to react fast and use Big Data intelligently to create some truly creative content.  Take for example, Samsung and their ‘The Next Big Thing is Already Here’ campaign which saw the brand use real time social listening software.  This enabled Samsung to track consumer reaction to the unveiling of the iPhone 5 as it happened which led them to create a campaign based upon the comments it was seeing.  The campaign featured adverts mocking Apple customers queuing outside the iStore – an advert that was viewed more than 70 million times online.

However, the use of data sets such as these has led to a considerable debate within the industry.  Speaking at Advertising Week Europe this month, Sir John Hegarty, founder of BBH warned brands over their reliance upon collecting data and basing campaigns around it.  Hegarty explains that brand use of personal behaviour data in some instances, verges on the inappropriate.  Taking example from tools such as Nike Fuelband, a devise which tracks and stores individuals running patterns which Nike in turn uses, Hegerty continues, could be viewed as taking away from our personal freedom and too much of an intrusion into our daily lives.

Indeed, it is not only the data itself that has been criticised, but the means through which brands are choosing to use this data.  Speaking at the DataIQ Conference, Jon Cano-Lopez expressed that if brands choose to use Big Data, they must be able to decipher what is useful, what is accurate and most importantly what is acceptable.  Furthermore, the means through which brands choose to transfer this data and communicate it back to the consumer is also critical. It may also be said that brands that have an abundance of data sets lose site of their overall brand picture whilst trying too hard to react to the data at hand and predict behavioural patterns.

It is becoming ever more apparent that Big Data is playing a critical role in marketing and sponsorship industries alike.  Despite the aforementioned pit falls, the benefits that can be gained through the correct use of data are endless.  Big Data allows marketers to identify, measure and manage what is impacting their brand in a way that has never been previously been possible.  However, no matter how much data is available, the overwhelming factor resides upon how a brand chooses to use and communicate it.

Slingshot Sponsorship’s Mark Mylam Shortlisted for Barrie Gill Award for Most Promising Young Executive at Hollis Sponsorship Awards 2013 22nd March, 2013

Slingshot’s very own Mark Mylam has been shortlisted for the prestigious Barrie Gill Award for Most Promising Young Executive at the Hollis Sponsorship Awards 2013.  The awards will be held at the Marriott Hotel in London on 26th March, 2013.

The Hollis Sponsorship Awards represent the pinnacle of any Sponsorship Executive’s career.  Honouring the very best in the sponsorship industry for 19 years, the Hollis Awards have become a highlight in the sponsorship calendar.  Throughout its lifetime, the ceremony has awarded some of the most memorable and innovative campaigns in sponsorship history.  Furthermore, no other award rewards effectiveness and excellence across all sectors of the sponsorship industry like the Hollis Sponsorship Awards; emphasising the feat of Mark’s achievement.

Mark stated ‘It is a real honour to be nominated for the Barrie Gill Award, alongside a host of young talent within the industry.  Hollis Sponsorship celebrates the increasingly diverse and innovative nature of sponsorship, and I am flattered to be recognised as a part of it.’

The Barrie Gill Award for Most Promising Young Executive, sponsored by the European Sponsorship Association, recognises young executives (27 or under) working within agencies, client companies or rights holders who are making a significant impact within their organisation or sector at large.  The awards seeks to honour excellence, recognise effectiveness of campaigns and in Mark’s case, his nomination is a testament to the hard work, creativity and driving energy that he has contributed to Slingshot Sponsorship as an agency.  We wish him so much luck for the ceremony this Tuesday!

D&AD on the Hunt for Innovative Brands to Support the Annual Awards Ceremony 14th March, 2013

As the backbone organisation to a trailblazing and innovative industry, D&AD is looking for like-minded brands to join them supporting their prestigious Awards Ceremony in June.

Championing creativity and originality within design and creative communication for over five decades, the annual Awards celebrate the very best work produced from around the world within that year.

Last year saw some of the world’s greatest creative minds such as Sir Jonny Ive, Tony Kaye and Sir John Hegarty gather to celebrate these accomplishments, and to receive their prestigious Pencil’s – still widely regarded as the award to win.

Educating and supporting creatives at every stage of their career is at the heart of D&AD, as well as celebrating their achievements. This year, the sponsorship fees raised around the awards will go directly into the recently launched D&AD Foundation – a fund created to safeguard the future of creativity.

Looking for more than just a logo, D&AD and Slingshot Sponsorship are seeking forward thinking brands to partner on this year’s ceremony, ensuring it remains as the career defining moment for creatives around the world.

Working with Unilever on last year’s White Pencil Award exemplified the success of meaningful and engaging partnerships for D&AD. The Award crowd sourced live campaigns focussing on the promotion of Peace One Day. This resulted in the execution of ground-breaking, and life changing, concepts. The winning entry from Leo Burnett, entitled ‘Recipeace’, is now being rolled out globally in a hope to end violence for a single day – www.recipeace.org.

Building upon this existing value-led partnership with Unilever, D&AD are looking for new partners who share this passion for creativity. Brands who are looking for unique opportunities to engage with global tastemakers, to actively support the creative community, and to celebrate them at the most prestigious industry event of the year.
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At D&AD we like to embrace the new and the intriguing. The sponsorship landscape is changing, and we want our partnering brands to create engaging ideas and a meaningful dialogue with our audience. Our support of Doritos ‘King of Ads” and our on-going partnership with Unilever on ‘Creativity For Good’ are both great examples of projects that we’ve loved. We believe in creating significant and stimulating partnerships, not just simply adding a logo onto a poster.

Amanda Moorby, Partnerships Team Director

The Art of Brand Storytelling 26th February, 2013

In a recent article, Rebecca Walton, the newly appointed head of brand for UNICEF expressed the need for the charity to develop a central brand narrative.  The reasoning behind such a claim is in sight of two main aims – firstly, to better integrate its marketing and secondly, to boost its appeal to supporters within the UK.

Reading the article triggered an initial thought in my mind, which traced back to a piece I read at the end of last year in Direct Marketing News – which stated 2012 to be ‘the year of the story.’  Indeed, 2012 exemplified the notion that brands and charities alike have to utilise upon their brand narrative, and storytelling in order to deliver their message and increase their level of engagement with the consumer.  In an age where anything is available at the touch of a button – the importance of delivering the right message or story is critical.

Of course, the relationship between the brand and the art of storytelling has been around for years – you only have to look at some of worlds most loved brands and you will know and understand their brand story, take for example, Ben & Jerry’s.  Yet what distinguishes these brands from most others is that their narrative truly engages with the consumer.  Not only do Ben & Jerry’s promote their own story, it seeks to integrate the consumer’s story within it, see for example, their ‘Capture Euphoria’ campaign which encouraged Ben & Jerry’s fans to upload photos of themselves in situations where they felt Euphoric onto Instagram.

Unlike Ben & Jerry’s, UNICEF believes that it has not created enough of a brand narrative through which to engage with the public.  However, Watson expresses, ‘UNICEF is very trusted, it’s very rational and intelligent’ yet she feels that as a charity, it is sometimes overlooked.  UNICEF’s decision to develop its brand narrative highlights so significantly that yes, content is key, but what has developed to become equally as important is how the brand story and its content is delivered.  Walton explains that the internal shift within UNICEF is designed to make its communications and brand marketing ‘more strategic, more integrated and more effective.’  As witnessed throughout the industry, brand narrative can be used as a powerful marketing tool, but if they are not communicated in the right way, the connection between charity/brand and consumer can be tainted and sometimes even disengaged.

What is most fascinating about brand storytelling and engagement is the avenues that can be explored through the development of technology.  Technological innovations in relation to communication channels have seen the development of Pinterest, Tumblr and Instagram to become part of the overall brand narrative.  Such communication tools allow the consumer to engage with the brand whenever and wherever they so wish.  Encouraging the consumer to immerse and engage themselves with the brand’s story – in the hope that the targeted audience will have a life-long affinity to the brand which in UNICEF’s case, should lead to support and donations.

As another element to UNICEF’s new brand strategy, the charity has decided to focus on partnerships and public engagement.  The charity wishes to build on its existing partnerships with the International Cricket Council and will seek to explore additional avenues into sports.  What is becoming ever more apparent is the use of partnerships as a means to target the audiences charities/brands wish to engage with.  Partnerships allow charities/brands to engage in activities which in many cases lead to progress and an expansion of the overall brand narrative.

If we relate back to UNICEF’s two main aims to develop their brand narrative: to integrate its marketing and boost its appeal to UK supporters.  What we are able to learn from this decision is the importance of not only the brand story itself, but the means through which it is communicated.  Technological advancement and the inter-connectivity that has escalated from it, alongside strategic partnerships can help develop and expand a brand’s story into avenues towards audiences that previously may never have been reached.

Slingshot Sponsorship Announced as Exclusive Sponsorship Agency for Children's Charity Rays of Sunshine 22nd February, 2013

Slingshot Sponsorship has been announced as the exclusive sponsorship agency for Rays of Sunshine Children’s Charity’s 10th Anniversary Concert, which will be held at London’s prestigious Royal Albert Hall 6 July 2013.

Set in one of London’s most beautiful and exclusive venues, the Rays of Sunshine Concert promises to be a night of unprecedented music and entertainment.  With past line-ups featuring a host of Britain’s most treasured pop stars ranging from JLS to Pixie Lott, Rays of Sunshine’s Concert is shaping up to be as unique as the children themselves.

Granting its first wish in 2003, Rays of Sunshine Children’s Charity was formed with the aim of granting wishes to children with serious and terminal illnesses.  The charity’s promise is to grant wishes however impossible it may seem.  Ranging from hospital ward wishes, to organising events and outings for large groups, Rays of Sunshine has granted trips to Disney World and even meetings with superstars like Beyonce and One Direction.  What is more, Rays of Sunshine will be celebrating its 3,000 wish in line with its 10th Anniversary.

Jackie Fast, Managing Director of Slingshot Sponsorship stated:

Slingshot is delighted to be working alongside Rays of Sunshine for their annual Concert.  As a charity, Rays of Sunshine changes lives, and it is a privilege for our agency to be working with this highly unique organisation.  We are excited to explore the prospect of delivering partnerships that will enhance this special night for the children.

Rays of Sunshine’s Concert is one of many wonderful events the charity organises throughout the year, to raise money for children at their time of need.  One mother stated after attending the event, “I have never seen Ria like this before, she has so much energy and charisma, I cannot thank Rays of Sunshine enough for granting her the opportunity to attend a once in a lifetime event.”

Jane Sharpe, CEO, Rays of Sunshine commented:

We are proud to be working with Slingshot Sponsorship.  The expertise that Slingshot has crafted around events similar to Rays of Sunshine’s Concert will help us to deliver an event that will stay with these children forever.  The concert has become an integral part of our calendar and we have every confidence that alongside Slingshot, we will deliver the best concert in its history.

Sponsorship opportunities for the Rays of Sunshine Concert are currently available.

Slingshot Sponsorship Appointed As Exclusive Sponsorship Agency for D&AD Awards 10th January, 2013

The world’s leading creative industry body, the D&AD, have appointed Slingshot Sponsorship as their exclusive sponsorship agency for the prestigious D&AD Awards. The awards will be held in June at the Roundhouse and are attended by the leaders in advertising and design from around the world.

Fifty-one years ago this inspiring community developed the event to recognise creative achievement and it continues to drive the industry forward today. Honouring the very best in advertising and design, the awards now include 130 categories spread across 25 disciplines ranging from Direct Integrated Campaigns to E-Book Design Front Covers.  The diversity of the awards emphasise the D&AD redefining traditional awards, recognising and challenging the creative community.

Amanda Moorby, D&AD Partnerships Director said: “D&AD are proud to be joining forces with Slingshot Sponsorship.  The specific expertise that Slingshot provides will help us deliver a truly memorable event – ensuring that our awards are as creatively challenging as the campaigns that enter.”

Integrated and tailored in its approach, Slingshot Sponsorship has evolved as an agency to develop and deliver inspired partnership opportunities for high profile awards and events.  The award winning, London based agency, will be working with D&AD to extend the commercial viability of the annual awards; adding value to brand partnerships across the world and creating access to the most creative minds in the industry.

Jackie Fast, Managing Director of Slingshot Sponsorship commented: “We are thrilled to be working with the D&AD Awards.  The D&AD Awards set the standard for creative excellence around the world, pushing boundaries and spurring ingenuity in all avenues; and as an agency this is what Slingshot strives for.  Working with the D&AD is a very exciting opportunity for us to showcase how truly creative partnerships can amplify events.”

Sponsorship opportunities for the D&AD Awards will be available in January 2013.

Corporate Sponsorship Of The Arts: Double-Double Oil Is Trouble 10th December, 2012

Following my recent visit to the Tate Britain, sponsored by BP, I wanted to delve further into the energy giant’s return to the media spotlight after outlining its controversial plans to continue funding the arts.  The company has reiterated that it wishes to use sponsorship, alongside advertising, as a tool to improve brand reputation.  Since 2010, BP have been haunted with repercussions within the media, being named, shamed and fined ($4.5bn to be exact). Now, almost 3 years later, the company has emphasised that after its hiatus from the media, it wishes to increase its social responsibility initiatives, returning with a campaign showcasing contributions the company makes to society; all in the hope that it will ‘make people feel more positive’ about the brand.

To do this, BP intends to build upon its long-standing cultural sponsorships that were renewed last December with the Royal Opera House, British Museum, The National Portrait Gallery and the Tate. Yet one year on, despite BP’s hopes, protests are still occurring across the Capital.  

Only a few weeks ago, the ‘Reclaim Shakespeare Company,’ protested outside the British Museum to intervene in the BP-sponsored exhibition ‘Shakespeare: Staging the World.’  Indeed, BP is not the only oil giant receiving criticism; Shell’s sponsorship of London’s South Bank Centre, and Lundin Petroleum’s sponsorship of the Astrup Fearnley Museum in Oslo have both been under media fire.  In light of these protests, I want to raise the question, will there always be cynicism attached to sponsorships of this nature or can brands such as BP do more to demonstrate the benefits of their funding?

The rationale behind the cynicism shown by protestors is by no means unreasonable.  BP caused a disaster, and the damage that was created is irreparable but should this still be associated with their philanthropic initiatives? The brand is coming into its 21st year sponsoring the Tate and 11th year sponsoring some of the other most treasured cultural landmarks in the UK.  Through their continued funding, the British Museum is able to further cultural programmes, and the Tate Britain, for example, is able to extend it’s access to wider audiences (the Tate alone attracts 5 million visitors each year).

There is no doubt that BP’s decision to continue its various cultural sponsorships is driven by the motive of improving brand perception via ‘contributions to society’. Whilst this could be, and is by many, perceived as a way of averting attention from BP’s previous mistakes, there is no denying that the money donated through these cultural sponsorships supports the sustainability of British cultural heritage.  Indeed, the arts have endured serious government funding cuts over recent years, with a call from many, including the National’s Nicholas Hytner, for the government to reconsider its decisions.  Only last week, it was announced that the Newcastle City Council plans to cut its entire arts budget, with landmarks such as The Sage and Baltic Gallery wondering what to do next.  So long as this continues to be the case, cultural institutions such as these will have to consider alternative sources for revenue, Corporate sponsorship being one of them, and I’m all for it.

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