Why you need a sponsorship policy. (Especially now.)
September 30th, 2020 | Francis Dumais, Associate, Elevent
While past financial crises barely made a dent in sponsorship expenditures (chiefly due to ongoing agreements), this pandemic has impacted the sports and entertainment industry like no other calamity in recent times. As shows, festivals and sports ground to a halt, many brands were obliged to axe activation and slash their budgets, ending decades of growth for the communication medium.Read More
Pivoting Advertising Production in the Age of COVID
September 22nd, 2020 | Roma Ahi, Vice President of Production, Diamond Marketing Group
Is it just me or has life felt a smidge different lately?
Yes, no matter the industry, everybody has had to adapt to a world dealing with the chaos, confusion and all-around challenges that have come with COVID-19. That’s been particularly true in our industry, where current events have transformed the way we approach production at every single stage.
At first blush, it might seem like COVID safety restrictions might automatically lead to serious budget savings…Read More
Get Re-Acquainted with Your Customers’ Needs Post-COVID-19
August 6th, 2020 | Gregor Barry, Managing Director, Accenture Interactive Lead – Canada, Accenture
The COVID-19 pandemic has been a disruptive force like no other, fundamentally changing the world as we know it – and how we interact with it. People are living, thinking and buying differently. Brand marketers must recognize that consumers’ new habits will endure beyond the crisis and permanently reshape their behaviours, values and confidence levels.
Considering the effects of the virus, some people feel anxious and worried – contributing to panic-buying of household staples – while others remain indifferent and even resistant to new health and safety requirements, especially those now mandated by certain cities and shops. Targeting the “consumer in crisis” requires moving from the days of one-size-fits-all marketing to customized and personalized messaging strategies. Brands need to know their customers better than ever before, and how their priorities may shift in the long term.Read More
Will Canadians Ever Return to Live Events?
July 28th, 2020 | Adam Mitchell, Global Lead, SponsorPulse & Digital Products, IMI International
Over 135 days have passed since the declaration of the global coronavirus pandemic. It was just a few days earlier that the NBA took swift action suspending its season indefinitely due to safety concerns when a player tested positive for COVID-19 – how quickly things evolved from there. Since that time, we’ve witnessed thousands of live entertainment events around the world, and here at home, having no choice other than to postpone, cancel or shut-down permanently, leaving many questioning the future of live entertainment.
As the situation has evolved, discussion in the media around the industry and future fan and consumer behaviour has heated up…Read More
Finding Your Way In A New World of Challenges – and Opportunities
July 21st, 2020 | Jo-Ann McArthur, Founding Partner & President, Nourish Food Marketing
Every year since 2016, we’ve released the Nourish Trend Report. It’s our look ahead at the significant trends we predict will change the landscape of the food and agriculture industries. We’re happy to say that, almost without exception, every trend we’ve identified is either still going strong, or has undergone its natural evolution to a new phase. You can view some of our previous years’ Trend Reports here:Read More
The Promise of Content Personalization: Best Practices and Cautionary Tales
July 7th, 2020 | Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail
Let’s start with the bad news. According to a survey by McKinsey & Co., very few businesses are satisfied with their marketing efforts around personalization, which involves applying data and artificial intelligence on individual users to deliver them relevant offers and information.
The good news is that there’s lots of room for improvement, and therefore plenty of opportunity.Read More