Title: exec VP-senior counselor.
Insight: More corporations want to take a scientific approach to sponsoring properties after years of scattershot decisionmaking.
Opinion: Effective sponsorships involve employees at all levels; the sponsorship must mesh with employees' interests as well as corporate goals in order to maximize opportunities.
Tip: Consider sponsorship proposals simply as the outline of what's possible to achieve through sponsorship. The sponsoring company needs to become heavily involved in tailoring the sponsorship to suit its specific needs and goals.
Forecast: New business categories are getting into sponsorship; healthcare marketers are an emerging sponsorship force. The growth of sponsorship is increasing the total marketing pie.
Challenge: Merging the low-tech, grass-roots nature of events with the scientific, high-tech needs of corporations demanding computer-based, measurable