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The budget is estimated at $13 million through the end of March — a significant commitment for a company that spent only $209,000 to advertise in major media in 2009, according to the Kantar Media unit of WPP, and recorded no ad spending through the first nine months of last year.
And it's a very serious commitment for a company.
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This is a substantial commitment for a small company – it costs Swoon £10,000 per year – but Williamson thinks it's a good investment.
Gina Lubin, founder and creative director of Du Verre hardware, is sponsoring all five tours, which represents a significant financial commitment for a small company (other sponsors include Miele, Poggenphol and Blanco).
Citrix this morning announced an investment in mobile technology company Core Mobile Networks, marking the third funding commitment for the company's Startup Accelerator, its Silicon Valley-based seed investment initiative which debuted in December 2010.
Smartphone makers tend not to go out of their way when it comes to talking up third-party component manufacturers, but name-checking Gorilla Glass has become common practice at product unveils, a sort of shorthand for a company's commitment to making their devices more, well, life-proof.
Building an £18bn nuclear power station such as Hinkley Point C would be a huge financial commitment for any energy company – even one that is mainly state-owned.
Benioff added that it was "an easy commitment" for both companies to make and that there was "no company" he'd rather "partner with to be the heart of Salesforce's database infrastructure".
For a company like Unilever, proud of its reputation, a commitment is a real bottom line.
It brings the bailout commitment for that one company to some $160 billion.
Beyond demonstrating a commitment for self-improvement, individual company initiatives might become a survival strategy in developing multilevel interactions with the state.
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CEO of Professional Science Editing for Scientists @ prosciediting.com