Establishing an international brand tracker and F1 sponsorship assessment

This presentation covers a multi-prong hands-on approach to creating an international brand tracker. The tracker measures not only brand equity metrics but also the success of major marketing investments including the MoneyGram Haas Formula 1 sponsorship in 2023.

He will discuss the ins, outs and lessons learned of creating a tracker with a short time frame to launch.

Key Takeaways:

1. How MoneyGram’s automated tracker measures the success of their Formula 1 sponsorship.
2. MoneyGram’s creative approach to quickly launching a global brand tracker.
3. How you can easily build your own tracker using a modern consumer research approach.