Mark Bogaerts is the Director of Brand & Sponsorship for Tata Consultancy Services. TCS is part of the Tata group, India's largest multinational business group. 

Mark is responsible for driving the TCS brand & sponsorship strategy across the UK & Europe and applying a consistent, integrated brand strategy. 

He was also global sponsorship manager for Heineken for over ten years, where he led rugby partnerships for the Rugby World Cup and Heineken Champions Cup, among others. 

We talk about:

1. What it means to be 'A bit more Don Draper'
2. What he learned from 10 years at Heineken that he now uses to build brand at TCS
3. Why TCS sponsors sporting events
4. The hidden risks involved with sponsorships
5. Harnessing the power of emotional messaging
6. How TCS use Purpose to build their brand

We hope you enjoy our insightful conversation.