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Arts, cause and community sponsorship agency, the Fit Sponsorship Group has changed its name to Good Company Brand Partnerships and has a new focus on helping sponsors build trust through selected corporate partnerships.
Agency director, Bruce McKaskill said that Fit Sponsorship had specialised in building relationships with rights holders, mainly in the creative and cause sector where trust, integrity and purpose were crucial to their fund-raising success.
He said he hoped to apply some of the experience gathered over the past 20 years in that sector to help sponsors increase their stakeholder trust.
He said that the Harvard Business Review recently reported that “high trust” companies are 2.5 times more likely to be high performing revenue organisations than low trust companies and that growing trust from consumers was challenging for companies.
“They may enjoy trust with an existing audience, but then struggle to transfer that trust into new growth segments. We believe the quickest way for a corporate brand to grow is through trusted, values based, partnerships,” McKaskill said.
