MEC Access announces ROSE©

MEC Access, a leading partnership marketing agency specialising in sport, entertainment and cause (www.mecaccess.com), today launches ROSE©  – a unique consumer research and modelling tool that maximises the effectiveness of partnership investments. The tool delivers critical analysis for sponsoring brands and right holders to assess the strength of partnerships and related activation.

ROSE©,  the most comprehensive tool of its kind, measures the overall performance of partnerships, isolates the influence of associations on brand buying intention and delivers a roadmap for future improvements in their activation.  The approach can be applied to all platforms including sport, entertainment and cause-related partnerships.

At its core ROSE©  delivers a model that identifies the direction and strength of influences between partnership activity and the way consumers feel, think and act towards the sponsoring brand.  Uniquely, ROSE© makes an explicit and measurable link between partnership activity and the brand.

The core ROSE© model delivers three outputs:

·         KPIs – gauges the overall performance of the partnership activity and the impact on the associated brand’s health

·         Impact – isolates the level of influence the partnership has on brand buying intention

·         Optimiser – identifies areas of improvement for future activation

The ROSE© assessment process is conducted over a six week period, from project set-up through to delivery of presentation, and engages directly with consumers to extract insight. The tool benefits anyone involved in managing and activating partnership investments from a brand perspective, but will also help rights holders to understand the real impact of their properties.

Tove Okunniwa, managing partner, MEC Access, said: “At a time when demonstrating ROI is absolutely critical for brands, and in an industry that has historically suffered from a lack of robust measurement, we have created ROSE© to give all parties an accurate and insightful measure of the performance of a partnership and ensure that the best value is achieved. ROSE©  is completely unique in terms of the depth of insight and complexity of its modelling, we are confident that is a truly groundbreaking measurement tool and one that sets the industry standard for ensuring clients gain the maximum benefit from their partnerships.”