“The process with PerforMind™ really helped us figure out what was most important. Having the tool in place has given us a benchmark with our existing partnerships as well as with any new proposals. We now have actual rationale.”
The implementation of PerforMind ™ allows for greater transparency of Sponsorship actions and thus ensures good governance for the senior management of Toyota. The tool greatly facilitates the daily life of Saatchi & Saatchi, Toyota's long-time agency, which participates in the overall management of sponsorship and manages internal collaboration.
“Decision making process with the PerforMind ™ allowed us to grow and add resources to the team. Today we manage with transparency and our projects are aligned with our brand positioning strategy.”
The issue was how to shift some public and very sport-focused sponsorships into partnerships that better reflected the more socially responsible and financial entrepreneurship minded values that the bank felt it truly stood for. This is the story of the changes made and the tools used to find success.
“PerforMind™ has truly been a game-changer. Our entire company, which ranges from local retail bankers to wealth management specialists across the globe, has been able to shift procedures and create measurable results because of this tool.”
Over the last few years, RBC has integrated the PerforMind™ tool to aid with decision making. This has allowed the Global Marketing Team, all of the Regional Marketing Managers, as well as their agency partners to collaborate seamlessly when evaluating sponsorships. This is the story of a major brand taking control and improving performance.