Traffik introduces new sponsorship offering

Paige Murphy
By Paige Murphy | 30 June 2021
Mark Edney

Activation agency Traffik is launching its new sponsorship offering led by head of sponsorship Mark Edney.

The agency has built out its brand-side sponsorship department, working in tandem with the broader Clemenger Group to offer a full-service sponsorship solution including sponsorship strategy, portfolio evaluation, contract negotiation and servicing.

The new offering brings the business, marketing and creative expertise of the Clemenger Group to the sponsorship industry with the belief that sponsorship's value should be determined by what it's worth to your business, not by market-rate valuations.

"Sponsorship is one of the biggest and most powerful decisions the modern-day marketer has to navigate," Edney says.

"Unlike other areas of marketing, sponsorship decisions at times lack strategic rigour and are disconnected from the broader business and marketing objectives.

“Equally, there is a lack of transparency in sponsorship consultancy that's blurring the motivation around recommendations.

"We are a proud, brand-side only sponsorship consultancy product which provides clients with objective, commercial and strategic support, without rights-holder biases."

Traffik CEO James Neale says the move comes at a time where the sponsorship industry is facing a need for change.

“We know that there’s been a real need for a change in the sponsorship industry that is more transparent, more focused on commercial outcomes and ultimately, tied in with recommendations around how to activate that sponsorship across the full gamut of channels, which is what Mark and his team have created," Neale says.

"We’re thrilled to see it come to life and the positive impact it's having with clients already.”

The offer builds on Traffik’s recent repositioning around Everything Activation and adds to its growing capability set.

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