Alastair Macdonald, Head of Insight
With almost 20 years’ experience, Alastair is one of the sponsorship industry’s leading experts in analysing the value and effectiveness of sponsorships. Alastair set up our Research & Strategy division in January 2013, following five years as Head of Sponsorship Insights at Havas Sports & Entertainment. Previously Alastair ran his own agency for nine years, Connexus, which he sold to Havas in 2008. A regular speaker at conferences, Alastair’s expertise is in devising strategic frameworks for brands and rights owners, and designing and managing research programmes which identify how effectively sponsorships work at delivering marketing communications objectives.
Since 1999 Alastair has worked for a wide range of blue-chip sponsors and rights holders including: Aintree Grand National; AXA; British Airways; Chelsea FC; Lawn Tennis Association; London City Airport; Lucozade; Manchester City FC; Mercedes Grand Prix; Nokia; O2; Ryder Cup; The Football Association; The Premier League; Volvo Ocean Race; Zurich.