Millennium Room

Despite the billions in rights fees spent on sponsorship, the current state of measurement in the discipline continues to fall short. Hoping to finally get rid of the zombie measurement system that is sponsorship media values, AMEC SAREC Scholarship winner Larry DeGaris will provide a path forward. Using an integrated measurement framework, he will show how consumer engagement drives communications effectiveness, and how increased communications efficiency drives both ‘soft’ and ‘hard’ outcomes.