The rapidly evolving world of broadcast and the way consumers engage with the medium is forcing marketers and advertisers to redefine how they talk to their audiences, and what they say.

One of the categories within this mix that has the potential to benefit most from this disruption is sponsorship. However, brand custodians appear to have been caught off guard – either they don’t know how to adapt, or they simply don’t want to. Whatever the reason, they’re missing the boat, says Ryan McFadyen, co-founder and strategic head of HaveYouHeard...

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