Marketing Effectiveness Showcase: Close Brothers

Presented by

Piers Pollock, CEO, Executive Director, Strategy & Planning, The Gate London

About this talk

This webinar will look at the detail behind some of the winning entries from our 2019 Marketing Effectiveness Awards; a great opportunity to learn about one of the most compelling financial services campaigns of the past 12 months, and understand what’s behind its outstanding effectiveness. Case Study: Close Brothers Close Brothers created a national horse racing partnership with The Jockey Club to build brand profile and provide year-round client entertainment opportunities for its diverse range of clients spread across the UK. The sponsorship was selected for its audience fit and alignment with the Close Brothers values. It was activated and energised by partnering with champion jockey and sporting legend Sir AP McCoy. Analysis has shown that the value of the exposure alone achieved through the sponsorship massively outstripped the cost of the investment and the extra exposure has helped drive up favourability and sales. Winner of the Sponsorship category.

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