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The traditional advertiser / media agency relationship has been the subject of much discussion and questioning. Taking stock of the current situation means taking into consideration a number of the following issues: a loss of trust in agencies, the survival of the local media ecosystem, the increased sophistication of campaigns, and a growing need to use advertisers’ data despite its sensitive nature. No matter how we look at it, one thing is certain: many brands are looking to play a bigger role in their media activities.

There is light at the end of the long COVID-19 pandemic tunnel.

Heading into 2022, brands are more optimistic than ever of what sponsorship can do in support of their measurable business and brand objectives.

As we look forward, with COVID-19 transitioning to endemic, sports, arts, culture, community, and music properties offer Canadians the opportunity to come together for human-scale experiences, leaving public health restrictions behind them.

Latent Demand for Live

IMI, the Canada-born global consumer research firm, has been tracking consumer sentiment related to the pandemic across thirty-nine country markets since early 2020. During that time, latent demand for live experiences has steadily grown.

As of December 2021, Canadians’ intent to attend live festivals was 43% higher than it was pre-pandemic, intent to attend community events was 48% higher, and live concerts 32% higher.