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.
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.
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.
Cornwell believes that many marketers are shooting themselves in the foot—sacrificing greatness—by amassing too many messages and losing focus. "Often times brands have several ideas and audiences and attempt to accomplish too much at the same time. In sponsorship, this can lead to a thin treatment of each component message or worse, confusion," she explains.
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.