An introduction to a new kind of Sponsorship agency. We help brands and rights holders get more from sponsorship by embracing the social web. Listen closer. Connect better. Reach further.

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

2. We give you more
reach, richness, longevity, sales
and measurement from Sponsorship.
The
following
credentials
will
give
you
a
good
overview
of
who
we
Blog
are,
what
we
do
and
how
we
offer
you
something
smarter
than
the
http://robinsonpincus.blogspot.com/
traditional
Sponsorship
agency.
Twitter
If
you
would
like
a
deeper
insight
into
how
we
think,
read
our
blog,
@robinsonpincus
follow
our
tweets
or
give
us
a
call.
Josh
Robinson
josh@robinsonpincus.com
+44
(0)7771
903
889
Ben
Pincus
ben@robinsonpincus.com
+44
(0)7785
227
215

3. 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.

4. 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.
The news
Celebrities Planning social events
Sport
We
^ind
it
extremely
encouraging
and
inspiring
that
people’s
passions
Games
are
the
dominant
currency
in
this
socially-­‐ampli^ied
age.
Something funny or interesting
that happened today
Gossip
Music
Politics
It
won’t
have
escaped
you
that,
just
like
Sponsorship,
Social
Media
What happened at
Sending links for people to
watch or download
brings
vast
tribes
of
likeminded
communities
together
around
school/college/work
TV programs
unifying
passions.
Fashion Bitching or moaning
What’s on TV right now
Today,
these
communities
can
connect,
share
and
shape
events
on
an
Flirting
Movies Things I’m stressed about
unprecedented
scale.
Adverts
These
are
exciting
times
for
brands
who
might
be
looking
to
build
Relationships
stronger
relationships
with
their
consumers
and
customers.
‘Top 20 Social Currency’ - Source: OTX Research (IPSOS) 2009

5. 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’…

6. A new approach to Sponsorship planning, creativity and
activation: involving the consumer more
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
Fig 1. ‘Robinson Pincus Leverage Loop™ Sponsorship Model’ 2010

7. 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

8. 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.

9. A new school of thought from experts with over 25 years
in the brands, passions and people business
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.
Over last 5 years in build up to establishment of Robinson Pincus

10. 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.

11. 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.

12. 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.

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