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."
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.
So how then does a guy who's careful not to ruffle anyone's feathers—both by diplomatic protocol as well as by genetic blueprint—get away with delivering a presentation filled with soft-porn GIFs and sexual innuendo?
Within the world of sponsorship marketing, Dr. T. Bettina Cornwell, Professor of Marketing at the University of Oregon’s Lundquist School of Business, is a force of good. A self-professed number cruncher, she applies science and empiricism to keep things real, ensuring objectivity, transparency, and ethics in corporate sponsorship analysis in the areas of sports, arts and charity.
It's only fitting then that someone so principled speak of the ideal of "greatness", as she did in her presentation.
While this magazine can’t possibly do justice to all of the insight and effervescence that speakers and participants alike brought to the three-day event, we hope it will give you a little taste of the amazing discoveries we shared during this first edition. Hopefully it will also whet your appetite to join us next year for the opportunity to get even better at what you already do so well.
The success of a sponsorship depends on a number of key ingredients that unfortunately don’t always make it into the mix. The best sponsorship programs are the ones that manage to achieve clear, pre-set objectives, are capable of measuring results and have a strategic vision that stays in focus over time.
O2’s sponsorship program, though not new, remains one of my all-time favourite examples of how to get it right. As well as being incredibly well designed, the winning program developed by this Telefonica-owned mobile company became a core driver of the firm’s corporate marketing strategy. In this case study, we take a look at the context, the program, the strategy and the performance metrics behind O2’s outside-the-box approach to sponsorship.