Meet the chief agitators
of sponsorship marketing

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The Conference Speakers & Schedule Location and info

Tuesday, November 7

Wednesday, November 8


Measuring sponsorship

Professor Tony Meenaghan BComm MSC PhD
Michael Smurfit School of Business Blackrock Co Dublin

Tony has been responsible several ground breaking publications in Sponsorship research. He is the author of Commercial Sponsorship, (MCB University Press, 1983), which was the first major international publication in that field and editor of Researching Commercial Sponsorship, published in 1995 by ESOMAR (the Global Representative Body for Marketing Research).

He has worked with the International Advertising Association (IAA) and the World Federation of Advertisers (WFA), the world bodies for advertising agencies and clients respectively, in preparing their position papers on the subject of sponsorship.


How to Create Connections with Consumers Through Sponsorships

Michael Robichaud
SVP, Global Sponsorships at MasterCard

Michael Robichaud is responsible for the development and execution of MasterCard’s global sponsorship strategy. Some of MasterCard’s sports platforms include Major League Baseball (MLB), multiple National Football League (NFL) teams, the US PGA Tour, the Rugby World Cup, and the UEFA Champions League. Over the last few years, Michael has led an expansion of the portfolio into the entertainment space. Entertainment partnerships have included The Recording Academy, with the Grammy Awards, the Brit Awards in the UK, as well as global partnerships with Beyoncé, Gwen Stefani and Justin Timberlake.

Prior to joining MasterCard, Michael spent 9 years working at Nextel and Sprint Nextel, holding a number of marketing positions that included managing new product development, national promotions, the launching of new products, and overseeing Nextel’s corporate account marketing activities.

Risk Management in Sponsorship

Massimo Tammaro
Enterprise Risk Management & Business Continuity Executive Consultant - Ferrari
Former Frecce Tricolori Commander

Whether leading a team of jets through the sky in dazzling aerial maneuvers, assessing enterprise risk for one of the world's most powerful brands, or igniting a TEDX audience, Massimo Tammaro is always inspiring, informative and approachable.

Based in northern Italy, the TRIUM Global Executive MBA grad and international speaker on subjects of leadership, risk, change, and high performance team management, brings a unique take on sponsorship marketing to the Relevent platform.

Massimo is thrilled to be part of the RELEVENT conference, marking his first speaking engagement in North America.


Cause sponsorship: how to create a strong connection

Max Lenderman
Experiential Marketing Expert, Award-Winning Agency Leader, Author, Speaker and Commentator

Max Lenderman is one of the world’s most respected, cited and followed leaders on experience-based advertising, brand activation and emerging marketing trends.

Max has held leadership roles in some of the largest and most-awarded marketing and advertising agencies in the world, guiding his clients to look beyond traditional communication to get customers to authentically engage with their brands. In doing so, he’s helped brands achieve iconic status and superlative growth while winning almost every industry award along the way.

He is currently CEO/CCO of a boutique “human-centric” agency called School, backed by Project:Worldwide – an international network of complementary agencies. As a purpose-led agency, School’s clients include Bacardi, Uber, Microsoft, Beam Suntory, Hershey’s, FoodCorps, Civic Nation, Adobe, Detroit Bikes and TiVo. He is a member of Project: Worldwide’s Strategic Leadership Team, working with the Executive Committee and regional CEOs to craft and execute the network’s strategic vision and integration within the global portfolio of agencies.


The importance of aesthetics on brand equity in sponsorship

How do aesthetic and innovating experiences bring better returns on investment to both properties and sponsors?

Caroline Lacroix, Ph.D.
Professor of Marketing at UQAM’s School of Management (ESG UQAM)

Caroline is a professor of marketing at École des Sciences de la Gestion de l’Université du Québec à Montréal (ESG UQAM). She specializes in brand image, experiential marketing, marketing events, and sponsorship. In parallel, she enjoys coaching individuals and organizations in developing both strategic and creative thinking in the context of brand activation.

Her research mainly focuses on consumer psychology in the context of brand and product management, which has led to publications in top journals such Psychology & Marketing and Advances in Consumer Research. Her latest work pertaining to event sponsorship investigated the impact of experiences, as felt and evaluated by consumers, on brand equity.

Content sponsorship: how to leverage influencers for your brands

Aurélie Sauthier
President at Made in - Content & Influencer Marketing Agency

Aurélie Sauthier is a recognized influencer marketing pioneer. Driven by her passion for Web marketing and the power of influence that recommendations made by consumer and digital influencers have, in 2011, she founded Made in, at a time when nobody was showing any interest in what has now become a major trend for marketers.

Thanks to the more than 500 influencer marketing campaigns that were developed at Made in, Aurélie Sauthier has extensive expertise in the influencer marketing ecosystem and its range of possibilities. She was the first person to anticipate the multi-platform delivery of influence marketing, and she developed strategies integrating content, influence and media on blogs, YouTube, Instagram, Pinterest, Facebook, Snapchat and YouNow, among others.

A visionary who is passionate about what she does, Aurélie Sauthier makes it her business to always be ahead of the curve of emerging trends to deliver the best campaigns to Made in’s clients, which include L’Oréal Paris, Danone, Aldo, eOne, Lancôme, Yellow Pages, Maybelline, Air Transat, Telus, Shiseido, Koodo, Estée Lauder, Airheads, Frank & Oak, to name a few, and partner agencies such as GroupM, Dentsu, OMD and Cossette, among others.


A different take on research: how to use field observation to your advantage

How to learn from qualitative research and observation techniques like ethnography to better our understanding of event sponsorships

Sylvain Letellier
Strategic planner, Valtech

Sylvain specialize in innovative marketing research, user experience measurement, qualitative consumer insights generation and strategic planning.

An out-of-the-box thinker and passionate entrepreneur, he completed high-level training programs in anthropology, management and marketing in Europe (Sciences Po Aix) and Canada (HEC Montréal).

His experience confirmed the potential of consolidating these diverse skills to offer clients a creative ethnographic marketing research service that is unique to Montreal. In 2009, he founded the BeSpoke agency, before moving on to work at Wasabi, TP1 and, currently, the digital agency Valtech.

Sponsorship strategies: how to create a platform that generates results

Maryse Sauvé
Strategic Planner at Maryse Sauvé Atelier Stratégique

With more than 20 years of experience in the field of communications and advertising, Maryse Sauvé is highly regarded in the industry for the pragmatic and strategic approach she uses in creating solutions to clients’ challenges.

For more than 15 years, Maryse has worked for such firms as Cossette, BBDO and bleublancrouge. She played a leadership role in delivering consulting and strategic planning services for a range of clients, including The Dairy Farmers of Canada, Campbell’s, Bell, Téléglobe Canada, Elections Canada, École Polytechnique de Montréal, Université de Montréal, La Presse and Labatt, to name a few.

Maryse is the author of several articles that have appeared in industry publications such as Infopresse, Marketing Magazine and Strategy.

Live Concert


Emma Beko and Gab Godon met when they were 9 and have shared their passion for music and dance - especially hip-hop and rap culture - ever since.

Gabrielle's magnificent voice and Emma's recognizable rap skills complement each other beautifully. Their lyrics give a fresh outlook on things, not to mention being relatable and down to earth. Their music definitely sets itself apart as a unique sound for hip-hop. The lethal mix of these two girls has grown into what we know today as Heartstreets.


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Click here for the 2015 Relevent Conference Review

Alumni / participants

Each year, we will celebrate the participation of our graduates on the Alumni board. Be part of the adventure, join the legacy.

2015 Alumni

Julien Aidelbaum, JA Management
Marc-Olivier Archambault, TELUS
Alexandra Bégin, TELUS
Georges-Etienne Bernier, Effix Marketing
Elisa Beselt, T1
Émilie Berthiaume, Elevent
Louis-Felix Binette, F. & CO
Karine Bouchard, Youville
Dominic Bourdages, Youville
Ishita Chadha, T1
Raphaële Charette, Le Groupe Jean Coutu
T. Bettina Cornwell PH. D., University of Oregon
Alexandre Cossette, Youville
Micah Desforges, Tribu Expérientiel
Loretta Di Vita, NEXT Consultations
Francis Dumais, Relevent
Joey Franco, NEXT Consultations
Jay Hébert, Elevent
Sandra Huynh, TELUS
Rick Jones, Fishbait Marketing
Caroline Lacroix, UQAM
Pierre Ladouceur, Turbo
Rachel Laplante, Orchèstre Symphonique de Montréal
Francois Lapointe, Agence QuébéComm
Véronique Larrivee, BDC
Jeff Lee, Tower Trip
Hugues Léger, Impact de Montréal
Nicolas Lesage, Montreal Alouettes
Ian Malcolm, Lumency
Robin Monnière, Belairdirect
Tom Moser, Global Marketing Partners
Éric Noël, French
Anik St-Onge, UQAM
Jeremy Paris, Youville
Claude Savard, Tennis Canada
David Tokarsczyk, Grand Prix du Canada
Caroline Trinel, Agence QuébéComm
Ann-Julie Tremblay, TELUS
Erik De Pokomandy, Grand Prix du Canada
Catherine Plourde, Elevent
Hubert Richard, Effix Marketing
JP Shoiry, Republik
David Skitt, Live Nation
Annie Voyer, Turbo

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The Conference Speakers & Schedule Location and info