Agency Credentials

We create and manage Sponsorship platforms that are rich in Social Content that consumers and customers want…and want to share.

We give you more reach, richness, longevity, sales and measurement from Sponsorship. 

The  following  credentials  will  give  you  a  good  overview  of  who  we  are,  what  we  do  and  how  we  offer  you  something  smarter  than  the  traditional  Sponsorship  agency.  

If  you  would  like  a  deeper  insight  into  how  we  think,  read  our  blog,  follow  our  tweets  or  give  us  a  call.  

Blog  http://robinsonpincus.blogspot.com/  

Twitter  @robinsonpincus  

Josh  Robinson  josh@robinsonpincus.com  +44  (0)7771  903  889  

Ben  Pincus  ben@robinsonpincus.com  +44  (0)7785  227  215  

A new kind of Sponsorship agency

How  are  we  different?  We  are  a  specialist  Sponsorship  &  Social  Media  agency    built  for  today's  open  and  empowered  social  landscape.  

What  do  we  do?  We  create  Sponsorship  platforms  rich  in  compelling  Social  content  that  consumers  and  customers  want…and  want  to  share.        We  call  it  ‘content  that  carries’.  

Where  did  we  come  from?  Ben  Pincus  and  Josh  Robinson  –  each  with  over  12  years  experience  creating  and  activating  global  Sponsorship  platforms  –  founded  the  agency  with  a  new  approach  that  would  add  a  wealth  of  new  value  to  brands  through  Sponsorship…  

…in  an  era  when  passions  offer  greater  potential  as  brand  communication  platforms  than  ever  before.    

A new social landscape: exciting times for brands

Our  social  landscape  has  changed  radically.    Yet,  what  we  engage  with  and  talk  about  remains  essentially  the  same.      

We  ^ind  it  extremely  encouraging  and  inspiring  that  people’s  passions  are  the  dominant  currency  in  this  socially-­‐ampli^ied  age.  

It  won’t  have  escaped  you  that,  just  like  Sponsorship,  Social  Media  brings  vast  tribes  of  likeminded  communities  together  around  unifying  passions.    

Today,  these  communities  can  connect,  share  and  shape  events  on  an  unprecedented  scale.      

These  are  exciting  times  for  brands  who  might  be  looking  to  build  stronger  relationships  with  their  consumers  and  customers.  

Something funny or interesting that happened today Gossip

What happened at school/college/work

Planning social events

Relationships

Music Sending links for people to

watch or download

Movies

Bitching or moaning

Games

Flirting Things I’m stressed about

Sport

Fashion

Adverts

TV programs

Celebrities

What’s on TV right now

Politics

The news

‘Top 20 Social Currency’ - Source: OTX Research (IPSOS) 2009

A new ‘best of both worlds’ opportunity for brands: Stronger influence and greater scale

Sponsorship  and  Social  Media  are  perfect  partners,  offering  brands  the  opportunity  to  achieve  results  that  have,  up  until  now,  eluded  traditional  Sponsorship  practitioners.      

The  opportunity  to  in^luence  more  people,  more  deeply.  

By  combining  the  two  channels  we  offer  brands…  

Greater  Richness  

Bigger  Reach  Longer  Longevity  

Easier  CRM/Sales  Stronger  Measurement  

…more  cost-­‐effectively  that  ever  before.  

So,  how  do  we  do  it?    Our  new  model  provides  the  blueprint  for  Sponsorship  activation  that  embraces  Social  Media  as  much  more  than  a  ‘broadcast  channel’…  

A new approach to Sponsorship planning, creativity and activation: involving the consumer more

Fig 1. ‘Robinson Pincus Leverage Loop™ Sponsorship Model’ 2010

We  involve  the  consumer  more  in  shaping  what  happens,  where  and  when  through  our  Leverage  Loop™  model.      

By  involving  the  consumer  more,  not  only  at  initial  insight  phase,  but  throughout  the  entire  process,  we  deliver:    

Stronger  Platforms  …that  are  more  relevant  and  meaningful  

Smarter  Rights  negotiation  …that  give  you  more  for  less  

Better  Leverage  …that  in^luences  more  people,  more  deeply,  for  longer  

A new planning process to fuel a new approach: Soapbox™ captures the Wisdom of Fans

What’s  the  value?  Soapbox™  delivers  richer,  faster  fan  insights  that  inspire  more  effective  platform  and  leverage  ideas.  

What’s  the  story?  Soapbox™  is  our  insight  and  planning  process  that  taps  into  targeted,  passion-­‐powered  social  networks  to  capture  their  thoughts,  motivations,  desires  and  ideas.    

Soapbox™  works  because  people  love  to  talk  about  the  things  they  are  passionate  about.  

What’s  the  process?  We  Locate  fans.  We  Listen.  We  Recruit  most  vocal  We  Discuss  We  Create.  We  Activate…  …and  then  we  Listen  again.    

Fig 1. ‘Robinson Pincus Soapbox™ Planning Process’ 2010

A new depth in measuring effectiveness: R.I.C.H.

R.I.C.H.  is  our  way  of  measuring  effectiveness  more  deeply.  

REACH  –  Bigger  reach  across  targeted  communities  through                  ‘content  that  carries’  throughout  social  networks.  

INFLUENCE  –  Greater  in^luence  through  co-­‐created  ideas  that                              are  inspired  by  richer  insights  (Soapbox™).  

COST-­‐EFFECTIVENESS  –    Bigger  reach  +  Greater  in^luence  =  Better  value.  

HUNGER  –  A  new  dimension:  Consumers  become  accustomed  to  shaping  Sponsorship  activation,  increasing  ‘hunger  for  more’                            from  the  brand.      

A new school of thought from experts with over 25 years in the brands, passions and people business

Over last 5 years in build up to establishment of Robinson Pincus

Over  recent  years  we  have  become  increasingly  intrigued,  excited  and  convinced  by  the  opportunity  presented  by  Sponsorship  &  Social  Media    as  a  combined  force.  

Much  of  the  work  we  have  done  for  clients  put  this  strategic  thinking  into  practice,  to  great  effect.  

Not  only  did  we  achieve  great  results  with  consumers  and  customers,  but  we  elevated  Sponsorship  as  a  content  platform  within  our  clients’  marketing  and  communications  teams.  

Sponsorship  increasingly  became  the  channel  that  fuelled  and  enabled  other  channels,  particularly  Digital,  to  be  more  integrated  and  more  engaging  in  the  longer  term.  

The  following  four  case  studies  have  been  chosen  because  they  are  the  best  examples  of  Sponsorship  &  Social  Media  concept  and  activation.    

Inspiring infectious creativity across 7,000,000 pan-European fashion fans

Brief  Canon  had  BIG  awareness  through  Champion’s  League,  but  relevance  was  low.    The  brand  wanted  the  world  to  think  of  their  products  as  tools  that  would  ‘unlock  creativity’.    Emotional  stuff.  

Platform  Sponsorship  of  London,  Paris  and  Milan  Fashion  Weeks  provided  the  glamorous  backbone  for  ‘We  Speak  Image’  –  a  creative  community  project  where  Europe’s  style-­‐junky  public  and  14  of  the  world’s  leading  designers  worked  together  to  create  exciting  new  collections.      

Socially-­‐supercharged  Leverage  The  public  uploaded  imagery  to  wespeakimage.com.    Other  community  members  commented  and  voted.  Inspired  designers  posted  early  sketches.  Collaborative  creativity  was  real  and  exciting.    Finally,  each  of  the  14  designers  chose  their  ultimate  mood  board  and  produced  collections  that  were  shown  live,  used  as  iconic  POS,  shot  for  fashion  press  and  spread  across  the  web  like  wild^ire.  

Reach  &  In^luence  wespeakimage.com  attracted  over  250,000  unique  users.    Local  market  leverage  reached  500,000  on  average.    Brand  relevance  increased  from  37%  to  69%  post-­‐campaign.  

Establishing a passionate tribe of ‘Progressive Entrepreneurs’ around a new challenger brand

Brief  In^initi  were  launching  in  Europe  as  a  premium  luxury  challenger  brand  to  BMW,  Audi  and  Mercedes.    The  brand  wanted  to  build  relationships  with  ‘Progressive  Entrepreneurs’  –    premium    consumers  who  are  intrigued  by  the  unusual  and  want  stories  to  tell  that  prove  they  know  what’s  fresh  and  hot.    

Platform  The  ‘Af^inity  Partner  Programme’  gave  In^initi  working  partnerships  with  10  likeminded  premium  luxury  challenger  brands  across  key  lifestyle  categories.        

Socially-­‐supercharged  Leverage  These  projects,  including  a  valet-­‐partnership  with  Belvedere  Vodka,  an  off-­‐road  partnership  with  Volant  skis  and  a  design  partnership  with  Bell&Ross,  provided  an  arsenal  of  image,  video  and  editorial  content  that  drove  word  of  mouth  and  and  instantly  positioned  In^initi  as  a  premium  luxury  lifestyle  brand  with  something  different  to  offer.      

Reach  &  In^luence  Just  type  ‘In^initi  Bell&Ross’  into  Google  to  see  the  wealth  of  coverage  achieved  from  just  one  of  the  10  active  partnerships.    Hundreds  of  thousands  were  reached  in  each  wave,  driving  awareness  and  building  brand  equity  for  months  after  launch.  

Feeding the global dance music community with irresistible, live event-driven social currency

Brief  Heineken  wanted  to  reassert  it’s  credentials  amongst  18-­‐24s  across  45  markets  as  ‘the  world’s  most  progressive  premium  beer  brand’.      

Platform  Global  research  revealed  dance  music  as  the  most  powerfully  unifying  passion  for  this  hedonistic  demographic.    Heineken  Thirst  was  born  –  the  world’s  ^irst  truly  global  dance  music  competition,  uniting  superstar  DJs  including  Tiesto  and  Eric  Morillo  and  local  competition–winning  talent  in  big  event  venues  from  Madrid  to  Miami.  

Socially-­‐supercharged  Leverage  Live  events  drove  word  of  mouth  and  provided  epic  branded  content  for  broadcast  and  editorial  across  music  and  lifestyle  channels.    YouTube  ran  Thirst  Studio  workshops  enabling  budding  global  DJs  to  learn  the  tricks  of  the  trade  from  top  talent.    Heineken.com  kept  fans  up  to  date  with  competition  status,  all  in  the  build  up  to  one  big  pool-­‐party  ^inale  in  Vegas  headlined  by  none  other  than  Kanye  West.  

Reach  &  In^luence  Frankly,  too  big  to  measure  accurately.    45  markets  activated  Thirst  Studio  over  3  years  across  every  leverage  channel.    The  markets  were  most  impressed  by  the  wild^ire  spread  of  branded  social  media  content.  

Sponsorship just got bigger, richer and more cost-effective.