Trend 4: Focus

Because anything can be sponsored—or almost anything—you’d think that companies would be busy transforming their sponsorship portfolio every time a new trend hit the market. Instead, they tend to focus on their existing partnerships because long-term relationships have a way of paying off.

We are seeing a stabilization of partnerships in the major sponsorship categories, which suggests that brands are adopting a more strategic approach. The average duration of a partnership has also gone up. There is less movement in the marketplace overall, with the exception of brands pulling out during more difficult economic periods.

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Relevent15 conference review

By Joey Franco

The terms “pioneer” and “trailblazer” come to mind when describing Tom Moser’s career in the entertainment/sports sponsorship marketing field. Moser, a mastermind marketer for British American Tobacco, including its Canadian subsidiary Imperial Tobacco Company Canada has run the gamut in high profile tobacco sponsorships; from IndyCar racing to jazz festivals and of course, Formula One. 

Due to tobacco legislation restricting more traditional forms of advertising and promotion; sponsorships became one of the only communications vehicles for marketers at tobacco companies. “It was actually a benefit in some ways,” says Moser as he describes those transformative years.

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Relevent15 conference review

by Loretta Di Vita

He may exhibit a direct manner and the super-charged energy of the Tasmanian Devil on a sugar rush, but Pierre Ladouceur also has a sensitive side that doesn't take long to surface. Beneath the callous of drive and experience, he is somewhat of a—softie. 

Hearing him speak easily of "emotional resonance," "a better world for all," and "developing sustainable environments," it quickly becomes apparent that he truly cares about everything that is worth caring about these days. So it's no surprise that even his marketing company has—as he puts it—"heart."

Indeed it was this social conscience, coupled with entrepreneurial flair that led him ten years ago to set up Turbo Marketing to "help companies define and communicate their social and environmental commitments."

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Relevent15 conference review

by Loretta Di Vita

Louis-Félix Binette, President and Co-Founder of f. & co, a Montreal-based creative agency, is a diplomat—not only of the capital "D" variety, having had a career in politics and the Canadian foreign service, but also a self-described natural-born diplomat.

Binette is what we call by popular vernacular, a “people person.” "I have a strong innate political sense, allowing me to bring people together, and manage expectations and sensibilities," he reveals. 

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