What do Epson, Stabilo, The Independent, Oxford University Press, and Adobe have in common? They are all sponsors of the DfES writing competition Write Here Write Now (WHWN). Launched several years ago, WHWN has grown to become the largest school writing award in the UK with over 32,000 individual entries each year.
Originally, sponsors were secured and managed by the DfES’s Business Development Unit whose staff were contractors supplied by EdComs. This year management of WHWN moved to Geronimo Communications part of the Tribal Group. So what is the benefit of sponsoring WHWN? Aside from the indirect benefits of supporting the DfES’s Literacy Strategy there are tangible commercial benefits. Firstly, sponsors get a direct connection and interaction with a large group of key opinion leaders (teachers). Next, they have an activation opportunity for their sales staff/distributors and channel partners that connect their involvement directly back to product with schools. OUP get a major benefit unavailable to other sponsors in that they produce a book based on students’ winning entries. WHWN is one of many DfES projects that in the past involved private sector sponsors.
Before it was closed the DfES Business Development Unit (under EdComs) brought in up to £14m of sponsorship (cash and in-kind) for similar programmes. However, 13 months ago, awarded after a competitive tender, Weber Shandwick took over this role for the DfES. Since then it is unclear just how much sponsorship has been raised but according to our sources
Weber have been less successful and as a result, both their remuneration and contract are subject to an internal review at the DfES. While this may cause a few wry smiles at EdComs it may also be a good opportunity for Geronimo to expand well beyond WHWN. Watch this space.
