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
As part of our semi-annual Lumency team off-site this past week, we had the pleasure of hosting an engaging panel discussion featuring four sponsorship industry experts, representing some of Canada’s most iconic properties: Dana Gladstone, Vice President, Partnership Strategy & Licensing at Hockey Canada; Mark Ditmars, Vice President, Corporate Partnerships at Toronto Blue Jays; Patrick O’Brien, Manager,
We are together once again, at festivals, at sporting events, at community events. As marketers in these spaces, we recognize the continued priority that must be placed on health and safety. In fact, since March 2020 we have continuously invested
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
As Olympic organizers, athletes, sponsors, and fans prepare for an unprecedented Games’ cycle, Lumency has taken a closer examination of the pandemic’s impact on each of these groups, and how COVID may affect both this and future Games…..
Sponsorship can be an important way for brands to create emotional connections with consumers and to demonstrate a brand’s values. Sound strategy lies at the heart of a brand’s ability to achieve this successfully. Implementing that strategy though effectively and efficiently requires the ability to measure and understand the value a particular sponsorship (assets, entitlements, associative benefits) can deliver to a sponsoring brand.
