Sponsorship delivers a powerful way for brands to connect with consumers through passion points (arts, sports, culture, cause, music) in ways that create emotional resonance and imagery transfer.

For most brands, sponsorship represents the second largest marcom investment by spend (media being first). Sponsorship often accounts for between 10% and as much as 30% of the total marcom budget. In many organizations, the sponsorship spend is largely uncontrolled and lacks process. A change in how you manage your sponsorships will be particularly important coming out of the COVID-19 crisis.

Led by Ian Malcolm, President and CEO at Lumency, this webinar will focus on process and tools for better sponsorship investment management, highlighting governance, evaluation and measurement. The approach enables procurement, marketers and stakeholders across the organization to work together to build value, optimize investments and deliver better return on investment.

Content will cover:

  • How to manage a dynamic sponsorship portfolio consistently and how to ensure each asset (sponsored property) is effectively evaluated when renewing or acquiring
  • How to measure the impact of sponsorship on measurable brand and commercial objectives effectively and efficiently
  • Illustrative case studies that show the approach in action

Presenters: Ian Malcolm, President and CEO, Lumency
Date: Tuesday, July 7, 2020
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

Presentation slides

Video recording

If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007

Ian Malcolm, Lumency
Ian Malcolm, President and CEO, Lumency

Ian has more than 30 years of experience in brand marketing, with special focus in sponsorship marketing.

He has been a contributing writer and has provided commentary for Strategy and Marketing Magazine and has been called upon by other media for comment on issues around sponsorship and experiential marketing including the Globe and Mail, Toronto Star, National Post, Canadian Business and the CBC.

Ian is a past speaker at SponsorshipX, presenter at the IEG Sponsorship Conference, keynote at the Irish Sponsorship Summit, a three-time Sponsorship Marketing Council of Canada (SMCC) Sponsorship Marketing Awards judge, a Globe & Mail 5-to-Watch judge, a presenter for the World Federation of Advertisers and instructor in the SMCC’s Fundamentals of Sponsorship professional development program.