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
Trends In Sponsorship
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
Demonstrating your brand values around DEI and ESG
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
Sponsorship Portfolio Healthcheck™
A brand’s sponsorship portfolio can evolve over time into a collection of disjointed properties that may or may not support current business and brand objectives. A portfolio may include properties that fit past objectives, were pet interests of past executives
Sponsorship Portfolio Healthcheck™
A brand’s sponsorship portfolio can evolve over time into a collection of disjointed properties that may or may not support current business and brand objectives. A portfolio may include properties that fit past objectives, were pet interests of past executives
CARTERA SPONSORSHIP PORTFOLIO HEALTH CHECK™
La cartera de patrocinios de una marca puede evolucionar con el tiempo hasta convertirse en un conjunto de propiedades inconexas que quizás no se alineen con los objetivos comerciales y de marca actuales. Una cartera puede incluir propiedades que encajan
Sponsorship Portfolio Healthcheck™
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.
Managing Sponsorship Initiatives Post-Pandemic
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
Designing Live Consumer Experiences for a New World
As we shift from COVID-19 crisis to a post-COVID-19 reality, the pandemic has reshaped consumer expectations for how they want to interact with the world around them. Some new consumer behaviors, and new expectations, may be short-term and some will be more permanent.
What the Uncertainty Surrounding the 2021 Games Means for Everyone Involved
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…..
