Welcome to the second edition of The Synopsis, a collection of bite-sized sponsorship insights from Synergy: our view on the latest trends, a bit of what we've been up to and we share of some work that we love.

In this month's issue you'll find Liz Brown's view on what sponsorship can learn from the rapidly growing world of social gaming.  We also cover some breaking sponsorship news including the quite brilliant adidas 'all in' campaign and what happened at the launch of the newly devised Ballantine’s Art of BEYOND bar at the Nettie Horn Art Gallery in East London to name but a few.

Enjoy!

To outsiders, the exponentially growing world of social gaming may seem an alien concept, but as a brand owner, it is rapidly becoming a crucial platform for consumer engagement. Just ask one of the 80million users who joined Cityville last month. What can sponsorship learn from these platforms? Liz Brown, inspired by a first look at Zynga’s world of social gaming, explores how the best sponsorships of recent times have delivered value that goes beyond their brand.  Learn how your brand could benefit from some fun on the Farm(ville).

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