Strategy and serendipity
A brilliant sponsorship program is a mix of careful planning and knowing when to get out of the way

#flickr_badge_source_txt {padding:0; font: 11px Arial, Helvetica, Sans serif; color:#666666;}
#flickr_badge_icon {display:block !important; margin:0 !important; border: 1px solid rgb(0, 0, 0) !important;}
#flickr_icon_td {padding:0 5px 0 0 !important;}
.flickr_badge_image {text-align:center !important;}
.flickr_badge_image img {border: 1px solid black !important;}
#flickr_badge_uber_wrapper {width:150px;}
#flickr_www {display:block; …

There was a full day of presentations during the 2010 SMCC Conference and Awards Conference at CBC’s Glenn Gould Theatre in Toronto. Here is a snapshot of the day’s events.

Changing image. Being more relevant and genuine helped to make State Farm hip with young adults. From initial  rejection (their brand was turning off young adults)  to product placement in programs, State Farm patiently embraced …

Bank of Montreal had a challenge.  They  were  faced with a diverse sponsorship property portfoli0 with a combination of national and regional properties, as well as the need to work with many different lines of business.  They …

Everyone wants to know if they should be using social media to leverage their sponsorships.  But even if you aren’t sure if you will use it, you should be aware of  some general rules about social media.  Marry Hutchings …

Bacardi USA spoke today about the importance of partnerships and finding your dream sponsorship partner date.
Attributes of a great sponsorship partnership include common interests, willingness to try new things, chance to be introduced to the social scene …

Pressure to participate in social media inspired local regional retailer, QuickTrip, to make unique changes to their sponsorship and promotional plans.  Maybe you wouldn’t expect a retailer selling gas and soda and other convenience items …

Capital One reached an agreement earlier this week with CBS Sports to become an NCAA Official Corporate Champion, the highest partnership marketing level offered by the NCAA. The multi-year agreement includes exclusive credit card and …

I recently overheard a conversation from someone from Vancouver, talking about the return to normal in town, now that the Olympics are over.  But really, they aren’t over.  The Paralympics are going to start in …