E84: Who’s There? #2 - Lesa Ukman

If your job is to measure the impact of sponsorship, you owe a debt of gratitude to Lesa Ukman.She did the hard miles, doing more than anyone to pioneer and champion the role of sponsorship as a marketing form.So we get in to it all: the problem of trying to measure brand purpose, the rise of blackwashing, to add to sports washing, gaywashing and greenwashing; the ‘horrible’ experience of working for GroupM (Ukman created IEG in 1982 and sold to WPP’s GroupM in 2016), the sexism she encounter...