Archive for July, 2017

Sponsorship Around the World: India Edition

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Sponsorship Around the World highlights sponsorship trends and best practices from various global markets. As a global agency with 32 offices across 19 countries, MKTG Canada tapped into the global MKTG network to gain local expertise from brand experience leaders across the world. To further enhance this edition, MKTG Canada spoke with Brian Tellis, Co-Founder and Group CEO of MKTG Fountainhead Promotions & Events in India.

Home to over 1.3 billion people – making it the second most populated country in the world – India is well known for two of its strongest cultural passion points; cricket and the Bollywood film industry. And while these two areas dominate culture in India, the country’s sport and entertainment offering is diversifying, as emerging property types gain momentum with an expanding consumer base.

Marketers are recognizing this and the sponsorship spend in India has grown substantially. Last year alone, sports sponsorship grew by almost 20% reaching over $1 billion CAD (outpacing advertising growth which increased at 12%).

In a very populated country, with a growing middle class that could become the 5th largest consumer economy by 2025, sponsors are presented with an intriguing opportunity to target this emerging middle class. India’s wages have steadily increased with the daily average wage expected to increase 24% by 2020. As India’s economy continues to grow steadily, consumers are beginning to have more spending power in the country, increasing the opportunity and demand for sponsorships.

 

For the rest of the article, click here

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Written by Paige McConney
Paige McConney

July 18th, 2017 at 2:29 pm

Follow the Money: Ads on NBA Jerseys Open the Doors for Other Top Sports

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Five years ago, the NBA hired SRI, a sponsorship research firm, to analyze the possibility of an unprecedented move in major American sports: placing ads on jerseys.

The internal study assessed the value of the ad-on-jersey opportunity, which is widely popular around the world, from the English Premier League to India’s International Cricket League. Where there was money to be had, most major international sports bodies had cashed in. But none of the big four North American sports leagues — the NFL, the NBA, MLB and the NHL — wanted to take the first step.

There was hesitation within the NBA as the study proceeded. The chance for new revenue was clear, but it was harder to anticipate how fans would react. In the NBA, like almost every other pro sports league, the entire experience was already heavily branded: Teams sell rights to stadium names, mid-game entertainment, special seating sections and almost every panel of free space within the arena. TV broadcasts included another layer of advertising and sponsorship, including branded half-time analysis and in-game segments. The jerseys, it seemed, were the final remnant of non-commercialized purity.

For the rest of the article, click here

Article written by Will Jarvis, Advertising Age

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Written by Paige McConney
Paige McConney

July 18th, 2017 at 2:20 pm

Full Moon Music Festival Countdown

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Music has the power to inspire, captivate and create powerful emotional bonds between friends, family, consumers and brands. MKTG is a leader in the Lifestyle and Music Marketing space, having strategized and implemented many successful experiences and partnerships for some of the world’s biggest brands. This weekend in New York City, we will be taking our talents to Governors Island as an official partner of the Full Moon Music Festival on July 8th. If you’re in the area, please join us in enjoying what is sure to be a beautiful summer day in one of New York’s most idyllic settings and secure your tickets at www.fullmoonfest.com! Once you’re there, make sure to visit our client Don Julio and their Airstream truck in the park. In the meantime, our MKTG Entertainment Team has a few music festival tips to help prepare you for this awesome exploration of music:

 

Prep your Ears: Listen to These Songs by featured Artists before the Fest:

1. Almost There (feat. Mr Hudson) – Vic Mensa

2. Escape – Zimmer

3. Hollywood – Pat Lok

4. Fruit – ABRA

5. Hailu Mergia and the Walias – Awesome Tapes From Africa

6. Feelin’ Lovely – Connan Mockasin

 

…and check out the official Full Moon playlist on SoundCloud!

Prep Your Fest Schedule: These are our Must-see Full Moon Fest Artists

1. Vic Mensa – has toured / collaborated with J. Cole, Wale, Chance The Rapper, and Kanye West

2. Zimmer – perfect music for a chill summer day

3. Larry Heard – historic house music producer from Chicago

4. Connan Mockasin – truly unique

5. ABRA – originally from London, this R&B artist offers slow melodic vocals and intriguing beats

6. Axel Boman – groovy house music for some rest and relaxation

 

Come Prepared! Our Music Festival Necessities

1. Positive Attitude

2. Wristband / Ticket

3. Sunscreen

4. Hat

5. Sunglasses

6. Comfortable Shoes

7. Rain Jacket

8. Reusable Water Bottle

9. Portable Phone Charger

From all of us at MKTG, we hope you enjoy Full Moon Music Festival 2017!

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Written by Paige McConney
Paige McConney

July 7th, 2017 at 11:10 am

IBM’s Tony Awards Watch Party

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They say the lights are bright on Broadway and last month, the third annual Official Tony Awards Watch Party presented by IBM was the brightest star.

80 guests joined IBM for this buzz-worthy event, of which 35 were unpaid social influencers from theater, sports, and technology. Influencers included renowned actors and actresses and contributors to Playbill, Teen Vogue, and Essence Magazine. Check out some of their coverage here.

In 2014, MKTG identified a lack of attribution and conversation surrounding IBM’s partnership with the Tony Awards, during a social conversation audit utilizing proprietary listening tools. To combat this, MKTG developed a hosted viewing event for relevant voices in the theater, tech, and sports community to come together on Broadways biggest night. Since debuting in 2015, the IBM Watch Party has seen tremendous growth and fulfilled its goal of creating a common Tony Awards viewing experience and digital space for theatre aficionados to share in the excitement of the Awards while connecting back to IBM.

The event was revamped this year to continue to raise the bar of VIP influencer events and to creatively drive social conversations and real-life interaction between influencers and IBM. MKTG choreographed a series of unique content opportunities that showcased IBM’s Watson technology in relatable ways, from Chef Watson inspired drinks and chocolates to the infamous Watson Beat platform. 2017’s #WATCHPARTYIBM saw a 38% increase in social conversations and over 34 million potential impressions – this is doubled from 2016. Bravo team!

Take a sneak peek at the crowd-sourced Cinebody sizzle reel here and the photo gallery below!

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Written by Paige McConney
Paige McConney

July 6th, 2017 at 3:00 pm

SBJ: Raptors Latest Team To Land Jersey Sponsor, Signing Sun Life To Agreement

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Sun Life’s Raptors patch sponsorship is reportedly worth more than C$5M annually. MKTG negotiated the deal for Sun Life.

The Raptors are the ninth NBA team to sell a jersey ad patch, having signed a three-year deal that will put Toronto-based Sun Life’s logo on the jerseys beginning next season. Sun Life’s jersey patch will be the anchor of a CSR program promoting diabetes awareness and prevention.

Sun Life has run a similar program through a Celtics sponsorship which supports a regional “Dunk 4 Diabetes” program since ‘14. The Raptors’ patch sponsorship, which TSN is reporting is worth more than C$5M annually, will support a similar program across Canada.

“For a corporate responsibility program, we explained that the way to really authenticate was showing what the pinnacle of a healthy body can look like, with this sort of intimate association,” said MLSE Chief Commercial Officer David Hopkinson.

The deal includes rights with the group benefits, life insurance and retirement planning portions of the insurance/financial services categories, along with courtside signage, along with digital and social ad inventory for Sun Life.

The company has been a Raptors sponsor for four years and a sponsor of MLSE for seven years. “Our key insight here is that it’s not about the real estate,” said Hopkinson, adding that the deal took around six months to complete. “If you want to just buy impressions, there’s nothing like outdoor (advertising). If you want to stand for something, there’s nothing better than having a presence on the athlete.”

Sun Life’s other Canadian sports sponsorships include the Canadiens, Maple Leafs and the CFL. MKTG Canada negotiated the deal for Sun Life.

source: Sports Business Daily

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Written by Stephanie Rudnick
Stephanie Rudnick

July 6th, 2017 at 2:16 pm

Posted in Experience

Kati on the Croisette at Cannes Lion

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It’s taken a whole week to rest my body, mind and spirit after the Cannes Lions International Festival of Creativity. During what turned out to be one of the most inspirational events of my professional career, I forged lifelong friendships with colleagues, was exposed to transformative work from all across the globe and was forced to evaluate my impact on my business and the world at-large.

A jam-packed schedule left little time for notes and barely enough brain space to remember everything; however, here are my key takeaways from my first ever Cannes Lions International Festival of Creativity:

1. Be the change you want to see in the world:

At a time where the world is experiencing unprecedented turmoil, Cannes Lions shined a light on the positive campaigns being used to generate awareness for and combat these social injustices. While the topics ranged from the refugee crisis to voter rights to gender inequality, the campaigns were all grounded in an authentic desire to make a difference.

Many of the sessions at Cannes spoke to corporate responsibility but one breakout, hosted by Edelman, was particularly memorable. In the opening remarks, Mark Renshaw, Edelman’s global chair of its brand practice, talked about how a brand can and should be providing leadership on social issues in a polarizing world. In order to educate brands on how to do so, they first conducted a study about consumers’ expectations in this time of upheaval. Some interesting findings included that 67% of US consumers are buying a brand for the first time based on a shared belief. That’s over 2/3 of consumers! They also found that 65% of consumers are saying that silence is not an option; consumers will stop buying if they don’t understand your brand’s stance. Most surprising to me was that half of consumers believe that brands can do more than governments or other institutions to drive change in the world.

With trust at an all-time low, it is more important than ever for brands to participate in the betterment of our society. Here’s how:

Find your calling – Don’t simply tap into what’s trending, but instead, find a movement that speaks to your mission and brand purpose.

Talk less, act more

Invite Action – If done appropriately, aligning with these missions should also invite consumers to help your brand reach your business goals (buying your product, service, etc.)

2. Show me your friends and I’ll show you your future:

At MKTG, we have always taken great pride in the company we keep, that is, the clients we are lucky enough to work with. As I wandered the Awards Hall in the Palais that displays all short list nominees and the eventual winners, I was excited to see many of our legacy clients up for the coveted Cannes Lions Awards. Proctor & Gamble brands Gillette and Tide walked away with Gold, as did Gatorade and Skittles; and Nike won awards for their Unlimited Stadium and their Unlimited Greatness campaign. These awards are true testaments to the innovative and creative brands we are fortunate enough to work with.

3. Creativity knows no borders:

Walking Le Croisette during the Cannes Lions Festival quickly turns into a life-size version of the guessing game – “What accent is that? What language do you think they’re speaking? I wonder what country they’re representing!”

I consider myself to be a well-traveled and cultured individual, lucky enough to have studied and vacationed abroad for years, but to be immersed in such cultural diversity from a professional perspective was something quite new. I found myself having conversations with everyone I met about their political climate, trending topics or brands, and cultural norms that affect the way people consume or create media. Their answers were as varied as their accents.

At times I was actually uncomfortable to say that I was from the United States, a country with a leader preaching nationalization and religiously bigoted rhetoric. But found solace in the fact that I, as a representative of that same country, was letting them know that not of all us share those ideals.

Let’s be honest, globalization is winning and will continue to lead the way into a greater tomorrow. And as brands begin to capitalize on that intercontinental growth, we as agencies must be ready and able to provide strategies and solutions for a connected world.

I can proudly say that the congregation of Dentsu Aegis employees that were sent to Cannes as part of the Route 500 program, was an accurate representation of the global atmosphere of the entire festival. Employees from Mumbai to Shanghai connected with colleagues from Toronto to Tel Aviv, forging relationships and fostering conversation about the future of the global industry. I am so thankful to be a part of such a progressive organization.

Above all, I was impressed by the cognizant efforts of Cannes Lions to make the festival diverse and inclusive. Instead of simply including sessions about the benefits of a varied workplace or why we should market to women, they practiced what they preached by having equal representation on juries and showcasing speakers of all races, religions and gender. I feel extremely honored to have taken part in such an important week in media/marketing and I’m already planning my return – because there’s no way I’m missing out next year!

 

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Written by Stephanie Rudnick
Stephanie Rudnick

July 5th, 2017 at 1:50 pm

Posted in Experience

Liberty Stands With You

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June was Pride Month, and MKTG has been leading client Liberty Mutual in their sponsorship and support of the LGBTQ community. As part of a year-long platform based on the strategy of Liberty Mutual’s core brand positioning of “Liberty Stands With You”, MKTG secured a partnership with LGBTQ support organization GLAAD to kick-off the brand’s messaging platform at their annual Media Awards in NY & LA in April and May respectively. In June, Liberty Mutual continued to stand with the LGBTQ community through on-site activations and employee participation at Pride Parade events in key consumer markets of Boston, Chicago and New York. Check out a few photos and gifs below!

 

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Written by Paige McConney
Paige McConney

July 5th, 2017 at 12:26 pm