London, 29.01.16 – Leading long-term investments savings business, Standard Life has chosen Repucom to provide them with critical insights to enable them to optimise their sponsorship of UK tennis number one, Andy Murray.
As part of the new partnership, Repucom will deliver insights to Standard Life throughout Murray’s 2016 season as he looks to challenge once again for tennis’s biggest titles.
Core to the work Repucom will deliver Standard Life will be holistic consulting support to help the brand evaluate its partnership and better understand its contribution to brand awareness and understanding. This will consist of monitoring the exposure and returns through Murray’s media coverage as well as providing comprehensive market research to help form a clearer understanding of the awareness and overall impact of their sponsorship.
“We’re delighted to be continuing our relationship with Standard Life in 2016. In Andy Murray they have partnered with one of the most marketable athletes in the UK. Not only does our Celebrity DBI analysis rank Murray highly in terms of public awareness, likeability and influence, the two-times Grand Slam champion has a great opportunity to collect more silverware in 2016 which will again boost his profile amongst the business and sports communities.
“Repucom will deliver a holistic evaluation framework to track, measure and evaluate the performance of Standard Life’s partnership as well as providing digital analysis to assess the impact of current activation which can then inform future plans.
“Standard Life’s activation with Murray centres on the #withAndy hashtag on Twitter and Facebook and plays strongly to the alignment with their own brand values of advancing ambition and commitment to excellence. This should resonate well with their clients, customers and employees.”
Laura Laidlaw, Senior Manager, Brand and Sponsorship at Standard Life, said:
“Repucom provide us with the insight and evidence that allow us to clearly see how our association with Andy is performing as well as the practical and strategic solutions which help influence our activity going forward.”