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.
In North America, prior to the coronavirus pandemic, consumers were already beginning to show signs of change in how they engage with live events across sports, music, arts, culture and community. The pandemic, with cancelled events, shortened or reconstituted seasons has had a significant impact on the assets that a rights holder has been able to deliver to its sponsors.
Small, local, or regional sponsorships can be an important part of your overall sponsorship portfolio. However local decision-makers don’t always have the expertise to negotiate and secure the best value proposition, and your business risk isn’t always adequately managed…
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…
Whether your brand is looking to add a sponsorship property in a certain market—or divest to be more efficient—it’s important to understand the dynamics between different properties, their partners and the fans. Only after having a clear grasp of the factors at play can you identify the best way to move forward as a sponsor, and make the most of your investments.
With sponsorships, an inconsistent approach is an inefficient approach. A brand may have dozens, hundreds, or thousands of sponsorships in its portfolio, across geographies, business units, brand leads …
The COVID-19 pandemic has turned sponsorship upside down and it may be a very long time before it looks anything like it used to, if ever. With so much uncertainty around the mid to long term impact of the pandemic, sponsors and rightsholders are having to revise their plans almost on a weekly basis…
At Lumency, we are certain that events that succeed over the near term will be smaller scale and locally oriented. And, these events will sustain a greater importance even when larger events return…
