Matthew Leopold

With a background in PR and branding, I have been involved in developing and implementing brand strategies for most of my career.

In particular, I focus on how sponsorships, partnerships and charitable initiatives can transform customer perceptions, having done so at the UK’s largest energy supplier, the fastest growing tech stock on the NYSE, in SME and in professional services.

I have done research into not just HOW these forms of partnerships and marketing work, but WHY. By understanding the bias of the human mind, the power of fanship and the little explored area of connection, the impact of brand building activities can be massively improved. Measurement and evaluation is at the heart of my approach. Measuring to improve not to justify.

I share my first hand experience of how to do this well – and poorly! I am a board director of the European Sponsorship Association, charged with helping the industry better demonstrate the impact of sponsorships on business results.