Our President and CEO, Ian Malcolm recently published a guest blog post with the Association of Canadian Advertisers (ACA) looking at what sponsors are, or should be, considering as they move deeper into 2022. See the original post here. There
Our President and CEO, Ian Malcolm recently published a guest blog for the World Federation of Advertisers (WFA) to discuss the key sponsorship trends brands should be focusing on heading into 2022. The global COVID-19 pandemic will have a lasting
Athlete partnerships bring degrees of risk for brands. The risk for the brand comes in two forms: reputational risk, and performance risk. Reputational risk can have real downside impact on your brand when an athlete you’re partnered with has a
Our President and CEO, Ian Malcolm recently published a guest blog post for the World Federation of Advertisers (WFA) to discuss key trends in sponsorship that have become more prominent due to the COVID-19 pandemic. In the blog post below (originally posted on the
Consumer and employee expectations for how brands behave, not just what brands say, continue to rise. People want to have relationships with brands and organizations that share their values. The killing of George Floyd in 2020 started a long overdue
NOT EVERY SPONSORSHIP PORTFOLIO IS HEALTHY. Over time, sponsorship portfolios can become a collection of disparate properties that may or may not support current business and brand objectives.
Our President and CEO, Ian Malcolm recently led a webinar for the Association of Canadian Advertisers (ACA) to discuss sponsorship post-Pandemic. In the webinar he provided guidance on what marketing and marketing procurement professionals should be focusing on and aware of as we move
Assessing and validating activation of rights on a key property by key property basis is important for ensuring your brand is leveraging the full value from these sponsorships. This practice also enables your brand to better optimize and refine future activations, including the extrapolation of learnings across properties or property types.
If you are a brand side marketer or marketing procurement professional, maybe your organization’s management of its sponsorship investments hasn’t pressure-tested very well during the coronavirus pandemic…
There are two widely held yet opposing myths about sponsorship measurement. One is that sponsorship isn’t measurable. The second is that effective sponsorship measurement should provide a single data point output…