PerforMind To Offer Services To Agencies, Rob Mitchell Joins Sponsorium

PerforMind™, previously licensed directly to brands, is now making its services available to agencies to service or monitor their customers’ activities. The purpose is to help deliver strategic value to brands and improve administrative efficiency.

Brands worldwide have used PerforMind™ to streamline proposals, centralise current projects, evaluate against specific criteria and simplify reporting. 

After spending the last ten years installing PerforMind™ brand side, Mark Cornish will now use his experience developing the global agency market.

More than 60,000 projects are evaluated every year through PerforMind™ and as vice president of Alliances and Educational Services, Cornish will also take on the responsibility of developing benchmarking data, together with trends and statistics that will complement agencies’ skills sets.

According to Paul Pednault, founder of PerforMind™:”Sponsorship has been undersold at board level” and that in the hands of a wider group of experts, PerforMind™ could provide the platform and sophistication to “increase budgets rather than fight to retain them.”

Meanwhile Sponsorium, the company behind PerforMind™, has appointed Rob Mitchell,  former Head of Sponsorship at the Leo Burnett Group, as Vice President, Sales & Partnerships, EMEA.

Mitchell joins Sponsorium after a period of consultancy, and he retains his roles as a Board Director of the European Sponsorship Association and Brand Activation council member of the Direct Marketing Association. Mitchell has held Head of Sponsorship roles at the Leo Burnett Group, 888.com and AB InBev, and has worked with brands such as McDonald's, Nestlé, Heineken, Stella Artois, 888.com, Fiat, Scottish Widows and Baltika Breweries in Russia working on sport, film, music and community projects.

Talking about his new appointment, he said: "This is a really exciting time for brands investing in sponsorship, partnerships and CSR, but making the right selection can be difficult, not to mention the complexity of harnessing all the different measurement techniques and methodologies derived through multi-discipline campaigns.  Sponsorium offers a flexible software solution to help brands and the overall reporting of their activities.”