How do you market your business when consumers pay not to see your ads? How do you make your name stand out when the internet is overrun with marketing? And how do you build trust and make your name sticks when everything’s moving so fast?   Dee Madigan is an advertising expert, a founding panelist on ABC’s The Gruen Transfer and the creative director and owner of ad agency Campaign Edge. Dee breaks down one of branding’s most powerful tools – sponsorship.   She explains to host Dr Juliet Bourke how sponsorships work in today’s digital marketing landscape, why they’re so effective when done right, and warns about the most common pitfalls and mistakes in sponsorship branding.   Professor Frederik Anseel, Interim Dean at UNSW Business School, goes even deeper, explaining how the right sponsorship deal can lend a sense of humanity and personality to an otherwise ‘faceless’ organisation.   +++  The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios.   The transcript and show notes can be found on our website here.  Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn.   We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.