SPONSORSHIP!

AM | @MackinlayEuruni


[1] Baillie Gifford. Indispensable WHO WE ARE page. Note the use of the most elementary branding technique: differentiation. Brand image promoted by the company: Nerdy. VIDEO (to 1:40 only): “The Genetic Understanding of Disease”. Art Fashion Show VIDEO (to 0.40). Cause Sponsorship: Habitat for Humanity.



[2] KBC. KBC sponsors the Rock Werchter Festival [see]. Watch the VIDEO.



[3] Deutsche Bank USA 2012 Sponsorships (click on this one). Another page: Fostering Creativity see. DB Art Collection see. Community Arts Grants see. Artist of the Year. Yto Barrada, 2011 [VIDEO to 1:26]. Roman Ondák, 2012 [VIDEO]. Main Sponsor: Frieze Art Fair [see]. 



[4] Pictet see.



[5] ING USA. Sponsorship: New York City Marathon [see]. The analogy between retirement planning and running.



[6] UBS. The Who we are page. Sponsorship policy see. Sponsorship:Yo-Yo Ma / Stott [VIDEO]. (A note on sponsorship eligibility at Royal Bank of Canada).


[7]  Carmignac Gestion Art Collection see. 



[8] VTB. The WE page see.  


[9] Credit Suisse Sponsorship. The WHO WE ARE statement see. Roger Federer see. See FLASH BANNER, Online advertisement. VIDEO: STUDIO SESSION WITH RACKET STAR ROGER FEDERER.



[10] Barclays current account customers get 2 chances to win Barclays Premier League tickets see


[11] Man Booker Prize [see]. VIDEO Man Group (see). "Community", "innovative", "corporate responsibility", etc.


[12] DnB VIDEO see

[13] ASB Bank VIDEO see. More ads here


[14] Twitter @ArtMag_DB. Interesting idea, but little investment. Very few interactive elements: no RTs, no FF, no hashtags, no conversations, follows only 5 accounts. The result: only 720 followers; @ManBookerPrize. Already tweeting today. Lots of interactive elements: 16,324 follower! @INGRunnerNation. Lots of nutrition and training tips for runners. Also in FB. Very few RTs, but lots of hashtags and conversation. Links to videos as well. 10.785 followers! @PrixPictet. Already tweeting today. Some RT, hashtags and conversation. Engages with the twitter audience: if follows 930 people. 2,295 followers

@MorganStanley. Look at the account: only 5,742 followers! They do not follow anyone; there are no RTs and no conversations. @GoldmanSachs. Although it has more followers than rivals Morgan Stanley, Goldman Sachs uses the Twitter account mostly as a tool for brand repair (see Session 4).

@JimCramer. A former hedge fund manager turned TV commentator, Jim Cramer is the main shareholder of the internet market advisory firm TheStreet.com. His Twitter account has 559,361 followers! @DougKass. A hedge fund manager (Seabreeze Partners), Doug Kass is also a market advisor. 45,179 followers. Almost 8 times as much followers as Morgan Stanley. Kass does not need to worry about conflicts of interest; on Twitter, he publishes his views on markets and he often informs followers about his positions in real-time — which would be unthinkable at regulated investment banks. @economistmeg. Megan Green, a very successful adviser.


@KeithMcCullough. Founder of Hedgeye, a market advisory services company. Aims at a clear differentiation with traditional Wall Street firms (the “Old Wall”). Services offered to investors and market professionals interested in an active –very active– management style. 17,565 followers. No Twitter, no Hedgeye.
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