Welcome to the third edition of Synopsis, your monthly round up from the ‘Bleeding Edge’ of sponsorship from Synergy. In this issue, Ben Wilkinson takes an in-depth look at how brands use sponsorship to create great content. We also bring you a selection of campaigns that we love and share some of the things that have been going on at Synergy Towers. Enjoy, forward to your friends and get in touch if you have any comments or thoughts to add.

Content is a fascinating area of sponsorship and is crucial to successful execution of nearly every strategy. But what makes it fly and who’s doing it well? This month Ben Wilkinson takes a deeper look, taking inspiration from the Royal Wedding and several brilliant examples of content in action, to give his view on the key principals that guide the engagement. Is your content King and have you built it’s castle?

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