EVENT GUIDEBOOK

PRESENTED BY TROJANONE
HOSTED BY RBC
EVENT
GUIDEBOOK
BLUESFEST
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INTRO
IMAGERY
The Canadian Sponsorship Forum
is a conference like no other. Welcome to a
powerful community that gathers together
to share, compare, and promote some truly
incredible experiences. 2014 promises
to be the best Forum yet, and if you’re
reading this, you’re about to find that out.
We’re so glad you could join us.
Print in an Augmented World
3
INTRO
IMAGERY
The tenth CSF has upped the ante. In the last decade,
much has changed across the sponsorship landscape,
but we’ve remained at the forefront of the challenge,
advancing the business from within. This milestone
year provides an opportunity to reflect and use our
gained perspective to take the next step forward.
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INTRO
IMAGERY
5
Sponsorship marketing isn’t the same as it was
ten Forums ago. Providing brand experiences to
customers, wherever they are, has opened possibilities
for authentic interaction, despite the mix of messages
inundating daily life. To illustrate this shift towards
experiential marketing, and celebrate our 10th
anniversary at the same time, CSF is now CSFX. And
‘X’ really does mark the spot: the places and spaces
where people gather to participate in the things that
move them. Live events like RBC Bluesfest connect
people with experiences they’re passionate about, and
offer marketers the unique opportunity to meet the
people that are the energy behind their brands.
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Contents
SEE THE SITES,
SAVOUR THE MOMENT.
11 Message from the Chair
20 Experience Ottawa
40 Speakers
13 Message from RBC Bluesfest
24 Partner Pubs
62 Session Summaries
15 Presenting Partners
26 Networking Events
76 Advisors
16 Sponsors
29 Forum Format
77 Attendees
17 Stay Connected
32 Site Map
18 CSFX eXpo
34 Agenda
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We make it easy to explore the City. The Delegate
Insider Badge program entitles you and a guest to
a discounted visit to attractions, tours, restaurants
and more. Just flash your badge to get special
deals around the city. For more information visit
www.ottawatourism.ca/dib. Enjoy!
WWW.OTTAWATOURISM.CA
1-888-OTTAWA-8
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9
Message from the Chair
We play with technology
and live experiences.
Now, you can too.
It’s finally here! Pulling the Canadian Sponsorship Forum together
year after year has been a source of personal pride. And in 2014,
our tenth year, it’s truly a privilege for myself and my team to host
the Forum in partnership with RBC Bluesfest.
It hasn’t always been easy to build and advance CSF, but the things
we’ve learned and achieved together have tightened our bonds.
MESSAGE
FROM
THE CHAIR
STEP 1
Go to wondermakr.com/play
STEP 2
Peel off this custom 3D-printed
guitar pick. We made it from
conductive plastic to work
on your smartphone.
STEP 3
Place your phone here
and get ready to rock!
When I look around, I see so many familiar faces. I’d like to say
welcome back to the regulars – the people I work with and the
people who have influenced me. You’ve helped grow Forum into a
tradition. One that gets stronger and better every year.
To those first-timers here today I’d like to say, where have you been?
But also that I’m glad you’re here. We always need fresh faces and
new insights to keep this business bold, sharp, and forward thinking.
I’m very excited to share this ten-year milestone with all of you here
in the nation’s capital. We’ve got an exciting lineup of presenters,
workshops, activations, networking opportunities, sessions,
discussions and experiences that will go beyond anything you’ve
witnessed at previous Forums. Believe me.
That brings me to the theme of 2014: Amplifying Experiences.
It’s the defining perspective that takes marketers inside what
consumers want to see, hear, and feel as they interact with brands.
Join some of the best in the experiential industry to share ideas
and build upon the past so that the next time you’re in the spotlight,
you can rock it.
Like the best live performers at RBC Bluesfest, we’ve created an unbelievable experience for CSFX. The hope is that you can
generate the same energy and passion in your activations, on your
own stages, across the country.
On behalf of my team, we’re honoured to have you with us in
Ottawa. Drumroll, please!
Sincerely,
We’re experts at turning “what if”, “if only” and “I wish” into custom event technologies, new
platforms and live experiences. Fueled by 20 years in the experiential and event marketing industry,
insatiable curiosity and the digital that’s in our DNA, we bring technologies together in ways the
world hasn’t even realized it’s craving yet. Digital. Physical. And totally sharable.
When you let yourself wonder, the sky’s the limit.
Let’s Play
Mark Harrison
Chair, CSFX
President, TrojanOne
Social Vending • Interactive Games • Robotics • Ardunio / Micro-controllers • RFID/NFC/BLE • Internet of Things
Smart Recognition • Applications
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Message from RBC Bluesfest
MESSAGE FROM
RBC BLUESFEST
Welcome Delegates,
On behalf of our sponsors, staff, volunteers and board of directors, it is with great pleasure
that I welcome you to the 20th anniversary edition of the RBC Bluesfest, here in Ottawa.
We feel privileged to have been asked to host this year’s conference for the Canadian
Sponsorship Forum. In fact, it seems doubly fitting since we are both celebrating a special
occasion, this being the tenth annual CSF, aptly branded as CSFX.
We hope you are ready to experience a wide range of sights and sounds. RBC Bluesfest is
a multi-staged music extravaganza that features blues, R&B, gospel, world, rock, pop, and
more. We’re confident that you will see and hear performances that suit your musical tastes
and discover some new acts as well.
While in town, please enjoy all that the nation’s capital has to offer and, above all, enjoy
some magic musical moments, here at the RBC Bluesfest.
All the best,
Mark Monahan
Executive Director
RBC Bluesfest
13
Presenting Partners
PRESENTING
PARTNERS
Hosted by RBC Bluesfest
Presented by TrojanOne Ltd.
Launched in 1994, the RBC Bluesfest is ranked by
Billboard Magazine as one of the top-10 outdoor
music festivals in the world. People travel from all
over to attend, and Ottawa music fans eagerly
anticipate opening night, year after year.
TrojanOne’s mission is to get its clients promoted.
Originally founded as Trojan Sports Marketing
in 1994, the agency began with a focus on
grassroots and community.
More than 300,000 visitors attended the
RBC Bluesfest on Lebreton Flats in 2013.
It’s become one of North America’s most highly
regarded tourist events..
In 2003, the company expanded its services to
include new offerings for clients in marketing
communications, sponsorship consulting, brand
activation, consumer-based event management
and experiential marketing.
Programming features blues, R&B, gospel, world
music, rock, pop, and more, from local, regional,
national and international musicians. The festival
draws some of the biggest names in music from
around the world.
TrojanOne works with blue chip corporations to
create and deliver immersive brand experiences
for clients whose marketing objectives cannot
be met with advertising alone. By working with
sport, cause and entertainment properties we
identify their value proposition and maximize
their business potential. TrojanOne also owns
and executes proprietary events.
Join RBC Bluesfest in a celebration of their own
milestone as 2014 marks their 20th anniversary.
No matter where you are in North America…and
no matter what stage you’re at in the marketing
cycle, TrojanOne is ready to help – from strategy
through creative and execution to fulfillment.
Past headliners include:
Al Green, Ben Harper, B.B. King, Blue Rodeo,
Bonnie Raitt, Bryan Adams, Dan Aykroyd, Feist,
James Brown, James Taylor, Jeff Beck, Kanye
West, Kid Rock, KISS, Lauryn Hill, Dixie Chicks,
Metric, The Black Keys, Fun., Ray Charles, Sheryl
Crow, Sting, The Tragically Hip, Van Morrison,
The Flaming Lips, Bob Dylan, Snoop Dogg,
Skrillex, and ZZ Top, among others.
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Sponsors
EVENT PARTNERS
OFFICIAL SPONSORS
STAY
CONNECTED
Connect and network with other delegates
during the conference by engaging in the
Canadian Sponsorship Forum’s social media
platforms. Participating in conversations
through Twitter, Facebook and LinkedIn builds
a community, encourages participation, and
extends the Canadian Sponsorship Forum
to wherever you are.
TWITTER
Follow the Canadian Sponsorship Forum @CdnSponsorForum, and use
hashtag #CSFX2014 to join the conversation and stay on top of conference
happenings in real time.
Copy:
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Orange: Pan 021 Process Orange, 0C 75M 100Y 0K
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LINKEDIN
With almost 300 members, the Canadian Sponsorship Forum LinkedIn page
is the best way to connect with other delegates long before the conference
begins. Search for “Canadian Sponsorship Forum” to join the discussion.
FACEBOOK
The Canadian Sponsorship Forum Facebook page is where we share photos,
videos and stories from our conference. During this year’s event, you might
even make an appearance! Search for “Canadian Sponsorship Forum” to see more.
CSFX NEWSLETTER
Distributed weekly, the CSFX e-newsletter goes out to a database of
4,000 people, typically containing 3–4 articles including relevant industry
news, CSFX updates, CSFX sponsor/speaker highlights and a blog from
the CSFX Chair. Register at www.csfx.ca.
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CSF eXpo
CSF eXpo
AD
The CSF eXpo gives delegates the opportunity to get up-to-date on what industry suppliers
are currently offering, and what new products are in development. Spend quality, oneon-one time with industry suppliers to understand how they might be able to meet your
business needs, whether you’re looking to create a visual impact at your next event or you
are looking for information on how to strengthen your sponsorship marketing offerings.
You are invited to network with suppliers in between sessions, mingle at Daly’s Café,
and enter a prize draw for a chance to win Canadian Sponsorship Forum prizes. Visit the
CSF eXpo, located on the 4th Floor Confederation foyer, to speak to and learn about the
suppliers and companies participating.
Copy:
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Orange: Pan 021 Process Orange, 0C 75M 100Y 0K
Red: Pan 485 Process Red, 0C 100M 100Y 0K
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EXPERIENCE
OTTAWA
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Parliament Hill along the Rideau Canal
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Experience Ottawa
Experience Ottawa
SIGHTS TO SEE
IN OTTAWA
Tour Parliament Hill
The seat of Canada’s federal government
and the setting for national celebrations year
round, Parliament Hill is the most visited Ottawa
attraction. There’s something for everybody day
and night. Each morning at 9:45 am, you can
see the daily Changing the Guard ceremony.
Each evening at 10 pm, people gather on the
front lawn to witness the spectacular sound and
light show Mosaika. Walk past the world-famous
Rideau Canal and roam the parliamentary
grounds at any time to experience Ottawa’s
must-see landmark.
Stroll the Byward Market
At the core of downtown Ottawa, find a selection
of specialty shops, bars, restaurants, and vendors
all within a few blocks. It’s a neighbourhood
where you can shop and eat during the day,
that then transforms into a live social scene
every evening. From Beavertails to Zaphod
Beeblebrox, find it all in the Market.
B
Shop the Rideau Centre
Rideau Centre is a three-level shopping centre on
Rideau Street in the heart of downtown Ottawa,
connected to the Westin hotel. With 180 stores,
Rideau Centre has the latest in fashion, beauty,
accessories, and electronics under one roof.
Explore the Canadian Museum of Nature
Collections, which were started by the Geological
Survey of Canada in 1856, include all aspects of
the relationship between humans and nature.
Come see the National Herbarium of Canada,
fossils, mammals, birds, rocks and minerals,
dinosaurs, animals, and the RBC Blue Water
Gallery. Special exhibits include Wildlife Photos
of the Year, and Creations of Light:
Nature’s Bioluminescence.
C
E
Study the Masters at the National Gallery
Seated overlooking the Ottawa river between
Parliament and the Byward Market, the National
Gallery houses the greatest collection of art in
Canada. Paintings, drawings, sculptures and
photos celebrate Canadian artists but extend to
American and European content. See special
exhibits of photos from early Arctic voyages and
explore persuasive ways wartime photography
was used.
F
Show remembrance at the
Canadian War Museum
Canada’s military past is beautifully remembered
in the War Museum building that opened on
LeBreton Flats in 2005. The collection includes
uniforms, medals, weapons, war art, aircraft,
military vehicles and artillery from centuries of
service and protection.
Take in a live show at the National Arts Centre
Between Elgin Street and the Rideau Canal, the
NAC is the national centre for performing arts
and one of the largest centres in Canada.
Performances promote Canadian artists both
emerging and established, including live music,
plays, and speeches. If the theatre calls you, also
check out the Great Canadian Theatre Company,
Ottawa Little Theatre, or The Gladstone.
Venture to nearby Gatineau, QC
Just across the Ottawa river is a whole other
culture. Experience different shops and
restaurants in Quebec’s Gatineau region. From
slot machines to craps keno, poker, blackjack,
baccarat and roulette, the Casino du Lac-Leamy
provides an extensive range of games that will
entertain risk-takers. Gatineau is also home to the
Canadian Museum of History, Canada’s national
museum of human history and the nation’s mostvisited museum. View special exhibits on Snow
and Canada’s Titanic – The Empress of Ireland.
A Parliament Building
B The Rideau Canal
C Canadian Museum
of Nature
A
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Byward Market
Canadian War Museum
National Arts Centre
Casino du Lac-Leamy
* Photos courtesy of Ottawa Tourism
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Partner Pubs
PARTNER PUBS
Each evening, explore all the fun that Ottawa has to offer with three venues, all located within the downtown area. Whether you’re
in the mood to relax or you want to hit the town, you’ll be in the heart of the city, in the middle of the excitement. Simply present your
CSFX 2014 delegate badge at any of the venues below and you’ll be given the VIP treatment – no line, no cover, just fun.
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Leading activation strategies | Measuring roi
rights fees | the growing power of digitaL Media
Motivating your brand aMbassadors through internaL Marketing
earning Media through strategic partnerships | chaLLenges of grassroots Marketing
naMing rights | cause Marketing | product integration
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1 The Heart & Crown
67 Clarence St.
for more than 29 years, sponsorship professionals have relied on the sponsorship report for
solid, authoritative insights into the canadian sponsorship industry. can you count yourself among them?
AU
DE
I
R
ST
Join us for
SPONSORSHIP WEEK
Sponsorship Boot Camp November 3, Toronto
Sponsorship Toronto November 4-5, Toronto
Municipal Forum on Sponsorship November 6, Toronto
2 The Clocktower Pub
89 Clarence St.
3 The Shore Club
11 Colonel By Drive
(Westin Hotel)
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Everything you need to know about
sponsorship marketing in Canada
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[
for more information: tsr@sponsorship.ca 705-653-1112
www.sponsorship.ca
www.sponsorshiptoronto.com
]
Networking Events
NETWORKING EVENTS
In addition to its speakers, presentations and professional development opportunities, the
Canadian Sponsorship Forum is also renowned for its memorable networking events.
Our networking events will give delegates opportunities to forge valuable connections with
fellow marketers and business prospects while experiencing one of Canada’s most powerful
properties firsthand.
At CSFX 2014, delegates will get an exclusive VIP look at the RBC Bluesfest that can only
be experienced by attending CSFX. Welcome to the club!
Networking Events
Wednesday, July 9
Rock the Road Ball Hockey Tournament & Awards
5:00 PM – 6:30 PM, Sparks Street (between Bank and O’Connor Streets)
Take to the cobblestone streets of old downtown Ottawa in our second annual Rock the Road Ball
Hockey Tournament, in partnership with Five Hole For Food. Following a ball hockey draft held
earlier in the day, delegates will get a chance to team up, enjoy some refreshments, and form bonds
strengthened by teamwork and a quest for a common goal. These relationships will last for years!
The Killers Live at RBC Bluesfest
9:00 PM – 11:00 PM, LeBreton Flats
Get a taste of musical artists in action at the RBC Bluesfest with a headlining performance by
The Killers. Other acts will take place throughout the night on multiple stages in an unbelievable
open-air music festival extravaganza. You’ll catch the show from inside the VIP Metropolitain
“Gold Circle” section, stage-side at LeBreton Flats in the heart of Ottawa. Don’t miss this amazing
opportunity to be completely immersed in the RBC Bluesfest experience and rock out with fellow
CSFX delegates.
Thursday, July 10
IMI International Happy Hour
5:00 PM – 7:00 PM, Westin Ottawa (Governor General)
What’s a conference without happy hour? Join us as we celebrate the end of our sessions with
an exclusive cocktail reception at the Westin Ottawa. Wrap up the day with drinks and appetizers
amongst new and old friends before we head out in the evening.
“Night at the Museum” Dinner Reception, Sponsored by Ottawa Tourism
8:00 PM – 11:00 PM, Canadian Museum of Nature
Get ready to experience a taste of Ottawa with an evening of dinner and drinks at one of the city’s
landmark museums. Held at the prestigious Canadian Museum of Nature, this evening is all about
soaking up the cultural atmosphere and taking in the sounds of live music amidst the flare of one of
Ottawa’s most recognizable buildings, combining classic and modern architecture.
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Forum Format
FORUM FORMAT
The Headliners: Keynote Presentations
CSFX headliners take centre stage to share their ideas and passions in big-picture presentations
about how we Amplify Experiences. If you’re looking for inspiration and motivation, and to be highly
engaged with the major sponsorship and marketing issues we all grapple with, this will be music to
your ears.
We'd tell you what we do.
But that isn't what we do.
For almost 20 years,TrojanOne
has been telling brand stories with
sporting events, vending machines
and parades, not words.That’s what
makes us a top-tier experiential
agency, with a history of creating truly
immersive experiences that don’t
belong in a 7x10 inch space.
To learn more about how we turn an
immediate attraction into a lasting
impression, visit trojanone.com.
Workshops Unplugged
The best results often come from small groups working in concert. You’ll share insights and tactics
with industry maestros and learn about best practices in sponsorship and experiential marketing.
Delegates will come away from these breakout sessions with expert tips on how to best approach
today’s hottest topics, and more ways to make their programs sing.
Seven-Minute Medleys
Like a smartly arranged pop hit, these seven-minute presentations are designed to keep things
moving and pump up the impact. Speakers present 20 slides that automatically advance every
20 seconds, compelling them to create a concise and tightly choreographed presentation. These
sessions will move with an urgent rhythm!
Turntable Sessions
Like speed dating, only business style. Presenters are stationed around a large room. A facilitator
(“the Conductor”) plays a note, and the participants split into groups. Each goes to a presenter, who
has five minutes to deliver their topic and answer questions. When time is up, the Conductor plays a
note again, and each presenter rotates to the next group.
Jam Session: Panel Discussion
Expert panelists from the music world will explore the key elements that lead to “chart-topping”
campaigns. By lending an ear to key learnings and applying the knowledge and experience shared,
your future projects and partnerships will be on target and in tune.
29
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Because at TrojanOne Consulting,
we’re passionate about results.
So passionate that we don’t just
determine our clients’ unique value
proposition, and develop actionable
sponsorship strategies. We also help
shape where the industry as a whole
is headed, with valuable resources
like the Canadian Sponsorship
Landscape Study (CSLS) which
provides the most comprehensive look
at the annual scope, scale and trends
of Canada’s sponsorship industry.
And there’s plenty more where that
came from.To get started,
visit trojanone.com/consulting.
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Site Map
Site Map
SITE MAP
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Agenda
Agenda
AGENDA
2:15 PM - 3:00 PM
Seven-Minute
Medleys
Tuesday, July 8, 2014
2:00 PM - 10:00 PM
Transportation
3:00 PM - 10:00 PM
Doors Open
Shuttle vehicles to/from YOW Airport
and train station to Westin Ottawa.
Ground transportation driven by
Port Metro Vancouver and Canada Place
YOW Airport
Sprite’s Refreshing Perspective on Partnerships
Jennifer DelVecchio, The Coca-Cola Company
Ottawa
Train Station
Generating Return on Inspiration
Nancy Marcus, Kruger Products
Registration, sponsored by
3M Graphic Solutions
Green Room
(4th Floor Foyer)
Wednesday, July 9, 2014
8:00 AM - 12:00 PM
Transportation
Shuttle vehicles to/from YOW Airport and train
station to Westin Ottawa.
Ground transportation driven by
Port Metro Vancouver and Canada Place
YOW Airport
8:00 AM - 9:00 AM
eXperience Ottawa
Morning run, sponsored by Run Ottawa
Downtown Ottawa
8:00 AM - 5:00 PM
Doors Open
Registration, sponsored by
3M Graphic Solutions
Green Room
(4th Floor Foyer)
11:15 AM - 12:15 PM
Lunch Reception
Governor General
12:15 PM - 1:00 PM
Headliner
Ready to Rock
Mark Harrison, TrojanOne &
Mark Monahan, RBC Bluesfest
Confederation I-II
1:00 PM - 1:45 PM
Headliner
Building the Ultimate Consumer Experience
Dana White, UFC
1:45 PM - 2:15 PM
Break & Photo Opportunity
34
TD Place: Building Ottawa’s Sports and
Entertainment Destination
Jeff Hunt, Ottawa Sports and
Entertainment Group
Ottawa
Train Station
Confederation I-II
Green Room
(4th Floor Foyer)
Confederation I-II
Amplifying the B2B Experience
Stephen Ilkiw, PwC Canada
3:00 PM - 3:45 PM
Headliner
Context is King:
The Value of a Curated Experience
Vanessa Thomas, Songza
Confederation I-II
3:45 PM - 4:00 PM
Announcement
Rock the Road Ball Hockey Tournament
Presentation and Draft
Confederation I-II
4:00 PM - 5:00 PM
Intermission /
Transition Time
Delegates escorted to Rock the Road Ball
Hockey Tournament
5:00 PM - 6:30 PM
Networking Event
Rock the Road Ball Hockey
Tournament & Awards
We’ll be “takin’ it to the streets” of Ottawa for our
second annual ball hockey tournament, in partnership
with Five Hole For Food. Team up with fellow
delegates, get some fresh air and exercise, enjoy some
refreshments, and share in the camaraderie as we
“Rock the Road”!
Sparks Street
(between Bank
and O’Connor
Street)
6:30 PM - 7:00 PM
Intermission
Break
7:00 PM - 8:30 PM
Transportation
Transportation to RBC Bluesfest.
Ground transportation driven by
Port Metro Vancouver and Canada Place
Westin Ottawa
9:00 PM - 11:00 PM
Networking Event
The Killers Live at RBC Bluesfest
LeBreton Flats
Get a taste of musical artists in action at the RBC
Bluesfest with a headlining performance by The Killers.
Catch the show from inside the VIP Metropolitain
“Gold Circle” section close to the stage, and be
completely immersed in the RBC Bluesfest experience!
35
Agenda
Agenda
Thursday, July 10, 2014
7:00 AM - 8:00 AM
eXperience Ottawa
Morning Run, sponsored by Run Ottawa
Downtown Ottawa
8:00 AM - 5:00 PM
Doors Open
Registration, sponsored by
3M Graphic Solutions
Green Room
(4th Floor Foyer)
8:30 AM - 9:40 AM
Breakfast Reception
Governor General
9:00 AM - 9:40 AM
Turntable Sessions
The Power of Live Events:
Connecting Brands, Fans and Bands
Brenden Mallette, Maple Leaf Sports
& Entertainment
Governor General
Creating Brand and Business Impact
Through Citizen Philanthropy
Bryan de Lottinville, Benevity
Experiential Marketing & Millennials:
Where Social Media is Actually Social
Luca del Rosso, The Gentlemen’s Expo
Where Live Meets Digital:
The Power of Connectivity
Aaron Silverberg, TimePlay
Breadth and Depth:
Key Lessons from the Workplace Model
Michael Allen, United Way Ottawa
Marketing as Storytelling:
What Makes an Ad Newsworthy
Susan Krashinsky, The Globe and Mail
9:40 AM - 9:45 AM
Transition Time
9:45 AM - 10:30 AM
Headliner
Sponsorship: Marketing’s Swear Word
Andy Shibata, RBC
10:30 AM - 11:00 AM
Break & Tradeshow
Activations
Coffee and snacks served
11:00 AM - 11:45 AM
Workshops
Unplugged
Creative Experiential Technologies:
Building The Future of Activations
Mark Stewart, TrojanOne
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Green Room
(4th Floor Foyer)
11:00 AM - 11:45 AM
Workshops
Unplugged
Insights from Sponsors: The Power of Analytics
Kelly Fawcett, TELUS
Scott Johnson, MBNA Canada
Hari Sihvo, Molson Coors Canada
Anthony Lipschitz, StubHub
Confederation I-II
11:45 AM - 1:00 PM
Lunch Reception
Governor General
1:00 PM - 1:45 PM
Headliner
The Power of Content Creation
Stéphane Bérubé, L’Oréal Canada
Confederation I-II
1:45 PM - 2:30 PM
Headliner
Driving XM/Sponsorship Success:
Case Study Exploration of Successes/Pitfalls
Don Mayo, IMI International
Confederation I-II
2:30 PM - 3:00 PM
Break & Tradeshow
Activations
Coffee & snacks served
Green Room
(4th Floor Foyer)
3:00 PM - 3:45 PM
Workshops
Unplugged
8th Annual Canadian Sponsorship
Landscape Study
Elisa Beselt, TrojanOne
Provinces I-II
3:00 PM - 3:45 PM
Workshops
Unplugged
Harnessing the Power of an Emotionally
Invested Audience
Ben Moorsom, Debut Group
Confederation I-II
3:45 PM - 4:00 PM
Transition Time
Green Room
(4th Floor Foyer)
4:00 PM - 5:00 PM
Jam Session:
Panel Discussion
Bringing Brands to Life Through Music
Martin Spalding, Bell Media Quebec
Andréanne Sasseville, SiriusXM Canada
Neill Dixon, Canadian Music Week
Jack Ross, The Agency Group
Jeff Craib, The Feldman Agency
Confederation I-II
5:00 PM - 7:00 PM
Networking Event
IMI International Happy Hour
Governor General
Confederation I-II
Green Room
(4th Floor Foyer)
Provinces I-II
Celebrate the end of sessions with a cocktail
reception to wrap up the day. Enjoy drinks and
appetizers with friends, colleagues and new
connections before we head out for the evening.
37
Agenda
Agenda
7:00 PM - 8:00 PM
Transportation
Transportation to Dinner Reception.
Ground transportation driven by
Port Metro Vancouver and Canada Place
Westin Ottawa
11:00 AM - 12:00 PM
Headliner
Canada’s Most Valuable Property
Jordan Levitin, Ipsos Reid
Norm O’Reilly, Ohio University & TrojanOne
Confederation I-II
8:00 PM - 11:00 PM
Networking Event
“Night at the Museum” Dinner Reception,
sponsored by Ottawa Tourism
Canadian Museum
of Nature
12:00 PM - 12:45 PM
Headliner
We Are Winter:
The Power of Amplified Partnerships
Christopher Overholt, Canadian
Olympic Committee
Confederation I-II
12:45 PM - 1:00 PM
Announcement
CSFX 2015 Announcement
Mark Harrison, TrojanOne &
CSFX 2015 Host Partner
Confederation I-II
1:00 PM - 8:00 PM
Transportation
Transportation to YOW Airport/VIA
Rail Train Station.
Ground transportation driven by
Port Metro Vancouver and Canada Place
Westin Ottawa
Experience a taste of capital culture with an evening
of dinner and drinks within the setting of one
of Ottawa’s landmark museums. Drink in the
atmosphere and take in the sounds of top-notch live
music amidst the flare of Ottawa’s cultural landscape.
Friday, July 11, 2014
7:00 AM - 8:00 AM
eXperience Ottawa
Morning Run, sponsored by Run Ottawa
Downtown Ottawa
8:00 AM - 12:00 PM
Doors Open
Registration, sponsored by
3M Graphic Solutions
Green Room
(4th Floor Foyer)
8:00 AM - 9:00 AM
Breakfast Reception
Governor General
9:00 AM - 9:45 AM
Headliner
The Power of Partnerships:
Bringing Consumer Experiences to Life
Giovanni Tomaselli, iON America LLC
Confederation I-II
9:45 AM - 10:00 AM
Transition Time
10:00 AM - 10:45 AM
Workshops
Unplugged
The Contagious Experience:
Creating Activations that Spread
Graham Lee, TrojanOne
Provinces I-II
10:00 AM - 10:45 AM
Workshops
Unplugged
The Art of Partnership Storytelling
Alycia De Avila, SAP
Confederation I-II
10:45 AM - 11:00 AM
Break & Tradeshow
Activations
Refreshments served
Green Room
(4th Floor Foyer)
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39
Speakers
Michael
Allen
President & CEO
United Way Ottawa
Michael Allen was born in Winnipeg, Manitoba, and for
the past 22 years he has called Ottawa home. Following
a career that saw him practicing law and then working on
Parliament Hill, Michael was drawn to United Way by the
opportunity to help others in his adopted community. What
really sealed the deal was the ice storm of 1998, which took
place during his first year at United Way. “At a time when
the community really had to pull together, United Way
didn’t seem to have a role in helping during that disaster,”
Michael says. “I wanted United Way to be thought of as a
place where the community could turn to in these different
times of need.”
Michael gets involved in other ways in his community.
A committed soccer dad, he has also been a fundraiser
for his children’s hockey teams. For Michael, working at
United Way is a constant source of inspiration.
2014 SPEAKERS
Stéphane Bérubé has close to 20 years of experience in
the beauty industry. Ranked among the “Top 30 Under 30”
by Marketing Magazine, he joined L’Oréal Canada in 2002
as a Marketing Director for the Maybelline New York brand,
moving on to become Brand Director of the L’Oréal Paris
brand in 2005, and General Manager two years later.
Stéphane
Bérubé
Chief Marketing
Officer
L’Oréal Canada
In 2013, Stéphane was named General Manager of Media
and Innovation, overseeing the organization’s media
investments and negotiations, as well as large scale
corporate sponsorships. Most recently, he was appointed
Chief Marketing Officer and is now in charge of creating
a pool of knowledge, activities, and development and
expertise around five major axes: Consumer Care Centre,
Consumer Insights, Business Intelligence, Digital, and
Customer Relationship Management.
Stéphane sits on several industry boards, as well as the
board of La Fondation en Coeur, a non profit organization
that provides help and assistance to children suffering
from heart diseases as well as to their families, a cause
that he strongly supports.
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Speakers
Speakers
As Director of Global Sponsorships at SAP, Alycia is
changing the way companies view corporate sponsorships,
transforming SAP’s sponsorships from a hospitality-focused
to a storytelling-focused portfolio. Moreover, she has the
nickname “Technology Diva” because she determines how
to create authentic stories about how SAP technology is
changing the game for its strategic partners in sports and
entertainment, such as the Women’s Tennis Association,
National Football League, and Live Nation.
Elisa has been a co-author of the annual Canadian
Sponsorship Landscape Study for several years,
contributing to the overall knowledge of the Canadian
sponsorship industry.
Elisa
Beselt
Consultant
Consulting Group
TrojanOne
In her role at TrojanOne, Elisa’s strong research, analytical
and strategy development skills have allowed her to lead
some of the Consulting Group’s largest and most high
profile projects. She works on both sides of the table to
ensure properties and corporations reach their overall
marketing and business objectives through sponsorship.
Specializing in sponsorship analysis, strategy development,
and research, her clients have included the National Capital
Commission (NCC), UFC, Ottawa Sports and Entertainment
Group, Nike Canada,and Imperial Oil.
Alycia
De Avila
Director of Global
Sponsorships
SAP
Elisa’s passion for sport and business is apparent in her
education. She has two undergraduate degrees from
Queen’s University and a Master of Human Kinetics,
Sport Management degree from the University of Ottawa.
Alycia joined SAP in 2007 after one of her employees
convinced her that SAP and software technology was the
place to be. At the time, Alycia worked for Lane Bryant
for eight years, the leading plus-size women’s retailer in
the U.S. She was the no. 1 store manager in her district,
the lead for new store openings nationwide, and a visual
merchandiser out of the corporate home office. Upon
joining SAP, Alycia was able to put her retail and fashion
industry knowledge to good use and held key positions in
product management and marketing leadership at SAP.
Alycia has a passion for fashion but is quickly becoming a
sports enthusiast. She holds a BBA in business journalism
from Baylor University in Waco, TX. Although originally
from Texas, Alycia has found her home in New York City
and is a proud supporter of the New York Yankees.
Bryan de Lottinville is the Founder and CEO of Benevity,
Inc., an organization that helps companies increase the
business and social impacts of their growing investments
in social responsibility, community investment and cause
marketing. Benevity powers different types of giving
initiatives for some of the largest and most iconic brands
in the world, including Google, Apple, Nike, SAP
and many others.
A 25-year music industry veteran, Jeff Craib’s career has
spanned hundreds of artists and thousands of shows,
and has garnered international recognition and respect
from his peers. As President of The Feldman Agency,
Jeff’s enthusiasm stems from his work as an agent. His vast
industry knowledge, touring expertise, passion for artist
development and keen eye for marketing have given him
a definite advantage and the ability to plan and execute
any kind of live event for any type of audience.
Jeff
Craib
President
The Feldman Agency
What makes Jeff’s roster strong is its diversity of artists.
His dexterity in developing bands and artists of all genres
and configurations has played a key role in shaping
the sound of popular music for more than 25 years. He
continues to oversee the careers of such legendary talents
as The Tragically Hip, Nelly Furtado, Hedley and Paul Anka.
Jeff currently sits on the CARAS/MECC Board of Directors
and resides in Toronto.
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Bryan de
Lottinville
Founder and CEO
Benevity
Prior to founding Benevity, Bryan was Chief Operating
Officer and Director of iStockphoto Inc. He founded
Benevity to help companies increase the business impacts
and ROI of their Goodness Programs and to address the
pressing need to bring more automation, aggregation and
cost effectiveness to how charities process funds.
As a frequent speaker, active blogger, and recognized
thought leader, he has an indelible passion for grassroots
philanthropy and changing the landscape, believing that
by integrating corporate giving into business models and
innovating programs, companies are able to achieve greater
returns from their giving initiatives.
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Speakers
Speakers
Neill Dixon has a 45-year history in Canada’s music
industry, and has played a significant role in its growth
and development. Neill came to Toronto in 1967, and spent
three years running a local coffee house that featured many
major names in music before moving into international
artist management, working with both RCA Records and
GRT Records.
As Co-Founder of The Gentlemen’s Expo and The Art Of…
event series, Luca has honed his skills and understands the
value sponsorship can bring to an organization looking to
make a personal connection with a live audience.
Luca
del Rosso
Co-Founder
The Gentlemen’s
Expo
With over 15 years of experience in the live events industry,
Luca has worked with a wide array of companies to create
memorable activations that deliver a strong ROI for both
the sponsor and attendee in the B2B and B2C space. He
has also worked with some of the most sought after talent
in the world and produced and sold out over 100 shows
in three countries, featuring former presidents, prime
ministers, Fortune 100 CEOs, New York Times best-selling
authors, and all around interesting people.
Neill
Dixon
President
Canadian Music Week
His endless drive in conceptualizing and executing
world-class events has earned him numerous accolades,
including a Star Award for Best Trade Show from the
Canadian Special Events Society for his work on The
Gentlemen’s Expo.
Neill’s involvement with Canadian Music Week began in
1983 as programme director and partner of an annual
music business conference organized by The Record.
In 1993, he took over the event and added a new music
showcase festival called Canadian Music Fest. In the last
decade, Canadian Music Fest has become Canada’s largest
internationally-targeted new music festival and the most
important single event in this country’s music industry,
helping to build new fan bases for Canadian artists and
offering reciprocal opportunities for artists from other
cultures. It now hosts over 1,000 bands and features some
of the biggest recording artists in the business.
Jennifer DelVecchio
Over the past decade, Kelly Fawcett has held senior
positions in the marketing industry spanning the corporate,
property and agency side of sponsorship, commercial
rights management and experiential marketing.
Senior Manager, Marketing Assets
The Coca-Cola Company
A respected marketing professional and currently Senior Manager, Marketing Assets
for the Coca-Cola Company, Jennifer DelVecchio is responsible for leading strategy,
negotiation, and marketing consultation for the company’s Canadian sport and
entertainment partnerships. Jennifer also represents Canadian business interests
globally with the IOC and FIFA, a role that provides her with exposure to best practices
from the some of the world’s top marketers.
A graduate of Laurentian University’s Sports Administration program, Jennifer began
her career at blue-chip agencies IMG and McLaren Momentum before joining the
Coca-Cola team. With a 360 degree view of sponsorship and a diverse background
working for rightsholders, agencies and brands, Jennifer brings a strong business
acumen combined with a sport focus to her experiences in her current role at the
Coca-Cola Company.
44
He then spent five years as one of Canada’s most influential
talent bookers, introducing the first major pop concert acts
to the Ontario Place Forum, and later becoming co-owner
and President of Solid Gold Records, an independent label
that garnered 27 gold and platinum records in less than
five years.
Kelly
Fawcett
Director,
Sponsorship Strategy
TELUS
In her current role as the director of sponsorship strategy
for TELUS, Kelly leads a national portfolio that includes
professional football and hockey franchises, national
sport organizations, alpine resort destinations, science
centres and a number of arts and cultural properties. Kelly
is responsible for connecting the business objectives of
numerous stakeholders and identifying tangible means of
achieving them through sponsorship rights and benefits.
Prior to joining TELUS, Kelly was very involved in the
Olympic Movement, first as a Games sponsor, and then as
a member of the organizing committee for the Vancouver
2010 Olympic and Paralympic Winter Games (VANOC).
Originally from Calgary, where she studied print and
broadcast journalism, Kelly has called Vancouver home for
the past seven years and enjoys taking advantage of the
West Coast lifestyle.
45
Speakers
Mark
Harrison
President & CEO,
TrojanOne
Chair, Canadian
Sponsorship Forum
Speakers
Mark founded the Canadian Sponsorship Forum in 2005
and he actively presides as Chair. With over 20 years’
experience in marketing, sponsorship and brand activation,
Mark’s passion is rooted in creating ownable properties
for clients. He has been instrumental in strategic planning
and conceptualizing for TrojanOne clients such as BMO,
Coca-Cola, Mattel, Nike and OLG. Under Mark’s direction,
the agency has flourished at creating meaningful brand
conversations with consumers, winning its share of awards
along the way.
An accomplished speaker, Mark has shared his expertise
with the Association of Fundraising Professionals and the
Canadian Sport Tourism Alliance conference, at London’s
Foundation for Social Improvement Forum and at the
world-renowned International Fundraising Congress in
the Netherlands.
He has also volunteered his sponsorship knowledge with a
variety of not-for-profit organizations, currently sitting on
the inaugural program advisory committee for the Sports,
Entertainment & Arts Event graduate certificate program at
Seneca College. In his “free time,” Mark coaches youngsters
on three football teams and serves as the trainer for a minor
bantam select hockey team.
Born and raised in Newfoundland, Jeff Hunt and his family
moved to Ottawa in 1984 and were immediately immersed
in Ottawa’s sports culture. They attended Ottawa 67’s and
Ottawa Rough Riders games regularly, and Jeff was hooked
on the “fan experience.”
Jeff
Hunt
President
Ottawa Sports and
Entertainment Group
46
During the 1990s, after founding his carpet cleaning
business, Canway, and growing it into a seven-time Profit
100 business, Jeff purchased the Ottawa 67’s and set out
to expand their fan base. The results were spectacular,
largely because of a philosophy that was adopted by
the OSEG’s CFL and NASL home teams – deliver a fan
experience that appeals to the whole family and connects
with the community.
Jeff’s community connections extend to a range of Ottawa
charities, schools and institutions through the Ottawa 67’s
Foundation and the team’s community outreach programs.
Stephen Ilkiw leads National Sponsorships for PwC Canada.
A believer in an integrated approach to marketing, Stephen
is known for finding creative ways to connect sponsorship
with organizational and stakeholder goals while never
leaving fun out of the equation. Primary programs led by
Stephen include Canada’s CFO of the Year, the National
Business Book Award, PwC Epic Tour and Team PwC,
PwC’s athlete sponsorships program.
Stephen
Ilkiw
Manager, National
Sponsorships and
Networks Marketing
PwC Canada
Stephen has served on several not-for-profit boards
and committees applying his strategic leadership skills
to support initiatives that include revenue expansion,
branding, governance and capital projects. He also worked
for the Leukemia and Lymphoma Society of Canada where
he introduced the Light The Night Walk to the Toronto
market and supported its expansion nationally.
Stephen holds a master’s in professional communications
from the University of Western Sydney and is also a
graduate of Seneca College and the University of
Western Ontario.
Susan Krashinsky
Advertising and Marketing Reporter
The Globe and Mail
Susan covers advertising and marketing for the Globe and Mail, reporting on trends
in how companies use different media to reach consumers. With a Masters degree
in journalism from Carleton University, Susan was the Globe’s media reporter from
2010 until 2012. She has also worked as a general assignment reporter in both news
and business. Before joining The Globe and Mail in 2009, Susan worked as a freelance
reporter contributing to CBC Radio, the Ottawa Citizen, the Montreal Gazette and
other publications.
47
Speakers
Speakers
Scott V.J. Johnson is currently the Head of Professional
Sports at MBNA Canada, a division of TD Bank Financial
group. His role includes partnership management, holistic
marketing strategy implementation and the signing and
renewals for all sports properties.
Scott
Johnson
Head of
Professional Sports
MBNA Canada
After his B.A. course study at Western University, Scott was
a district sales manager for Lanier, a division of 3M, before
moving to Ottawa to work for MBNA. As National Event
Marketing manager, Scott oversaw the direct marketing of
sports, colleges/universities and specialty events. During this
time, he was solicited by tennis great Martina Navratilova
to become her business manager, where he managed and
heightened her career through endorsements, demonstrations,
speaking engagements and various LGBT initiatives. In 2007,
Scott returned to MBNA as a Vice President in Partnership
Management and Sales, where he continues to work in his
current function. Most recently, Scott has taken an internal
promotion to lead MBNA’s TD Aeroplan program, with a focus
on business development and relationship management.
Jordan plunged into market research in 1982, after earning
a degree in urban planning and an MBA, augmented by
early “on-the-job” training in the federal government. His
career focused initially on economics and public affairs
– co-authoring a national public affairs monitor, running
syndicated studies on alcohol and on housing, and heading
up the Yankelovich MONITOR™ in Canada, a social change
tracking system.
Jordan
Levitin
Senior Vice President
Ipsos Reid
Jordan is a Past President of the Professional Marketing
Research Society, now the MRIA (2000/2001). He teaches
questionnaire design for the MRIA School of Marketing
Research and is on the Advisory Committee of the
Research Analyst Program at Georgian College. Over the
years he has served on boards and committees for arts
organizations, advocacy groups, political parties and local
sports organizations.
Born in Markham, Ontario, Scott has been an avid sports fan
and participant since youth and translates that passion into his
current role. Within this scope, he works to evoke that avidity
in fans, ultimately enticing them to apply for one of
the many Sports Rewards Credit Cards issued by MBNA.
Anthony Lipschitz is currently the Country Manager for
Canada at StubHub, eBay’s ticket marketplace. StubHub is the
world’s largest ticket marketplace, enabling fans to buy and
sell tickets to tens of thousands of sports, concert, theatre
and other live entertainment events.
Recently appointed Chief Creative Officer of TrojanOne,
Graham has held senior creative positions at some of the
best agencies in North America, including Vice President
and Associate Creative Director of Roche Macaulay &
Partners (now Lowe Roche), Creative Director of Odiorne
Wilde Narraway and Partners in San Francisco, Creative
Director at successful Toronto upstart The Unitas
Reputation Agency, and was also a founding creative
partner of Grip Limited.
Graham
Lee
Chief Creative
Officer
TrojanOne
Responsible for some of the world’s top brands, Graham’s
client experience includes Mercedes-Benz, The Canadian
Egg Marketing Agency, The Royal Ontario Museum,
Kawasaki Motorcycles, IKEA Canada and IKEA Germany
(That’s no typo. Germany is their largest market.),
Electronic Arts, Lucky Brand Jeans, Labatt Breweries, Bell
Canada, Honda, The Brick Brewing Company, Seagram,
PotashCorp of Saskatchewan and Public Mobile.
Throughout his career, Graham has been honoured with
hundreds of creative awards from all parts of the world. He
has held teaching positions at OCAD University, and was
recently invited to chair the External Advisory Committee
of OCAD’s Advertising Program.
48
In the world of consumer packaged goods, he has focused
on guiding clients in the food, beverage, pharmaceutical,
personal care and durables sectors to broader
understandings of their consumer marketplace and helping
them identify opportunities for product innovation.
Anthony
Lipschitz
Country Manager,
Canada
StubHub
Prior to joining StubHub, Anthony was the CEO and
Co-Founder of iStopOver, a short-term peer-to-peer vacation
rentals marketplace, where he led the organization from
incubation to successfully raising venture capital. He later
joined Brightspark as VP Sales and Business Development,
widely regarded as one of Canada’s leading start-up experts.
A serial entrepreneur, Anthony has worked in advertising and
marketing, launching campaigns in numerous industries, as
well as starting his own digital agency in 1999. Over a 20-year
career, he has conceived and worked on multiple sites, from
large custom e-commerce applications to brochureware sites.
He is an advisor, both formally and informally to several startups, and a mentor at leading Canadian incubators including
Extreme StartUps, FounderFuel Montreal, and Ryerson Digital
Media Zone.
A native of South Africa, Anthony holds a Bachelor of Media
Arts degree from Long Island University in New York, where
he attended on a full soccer and athletics scholarship.
49
Speakers
Speakers
Nancy Marcus is one of Canada’s most recognized marketing
professionals in the consumer packaged goods industry.
An award-winning influencer for over 35 years, Nancy has
successfully contributed to the changing CPG landscape by
redefining how companies embrace marketing to deliver
bottom line profitability.
Brenden Mallette has a passion for building brands through
the live experience. In his current role at Maple Leaf Sports
& Entertainment (MLSE), Brenden focuses on engaging and
connecting with fans through brand partnerships. Brenden
works with top Canadian and Global companies across
sports and music properties, including leading the national
sponsorship efforts for Live Nation Entertainment.
Brenden
Mallette
Manager, Global
Partnerships
Maple Leaf Sports
& Entertainment
Brenden began his career in experiential marketing over
fifteen years ago with Core Audience Entertainment,
executing the Labatt ‘Out of the Blue’ promotional campaign.
This opportunity opened the door to leading and managing
other exciting brand-building initiatives with Labatt including
traveling across Canada with the Stanley Cup, and setting a
Guinness World Record.
More recently, Brenden has successfully built strategic
partnerships with brands including TD Bank, Bacardi, Huawei
and Nokia – with an award winning promotion. Brenden
constantly finds new ways to create and implement integrated
marketing campaigns that amplify brand marketing efforts.
Brenden cares deeply about making a difference in the
lives of brands and the people they touch. Passionate about
partnership marketing, Brenden is a revenue hunter and a
boundary pusher who embraces objections and has an ability
to make good ideas great.
Nancy
Marcus
Corporate Vice
President Marketing
Kruger Products
Since Nancy joined KPLP in 2001, she has launched more than
2 dozen new products/portfolio extensions; unique portfolio
segmentations; product quality enhancements; award-winning
campaigns; and a long-term, integrated partnership with the
Canadian Breast Cancer Foundation.
Named one of Canada’s Top Marketers for turning the Tissue
category “on its head”, Nancy and her team have collected
over 80 national and internationally recognized awards for
Kruger’s innovative marketing approach and its leadership
position as an integrated internationally recognized company
with impressive business results.
Nancy has over 30 years experience in Domestic and
International Consumer Marketing and Sales. She is a member
of the Kruger Executive Leadership Team, Past Chair and
annual best practice evaluator for the Cassies, and Treasureron
the Board of Directors with the Advertising Standards Council.
Don Mayo
Global Managing Partner
IMI International
Don Mayo is a steadfast Canadian Sponsorship Forum speaker, brought back by
popular demand again this year after delivering multiple top-rated keynotes in the past.
Since joining IMI International in 1985, Don has become a key figure in the sponsorship
industry, making an impact on highly visible worldwide marketing campaigns and
grassroots promotions in small communities alike.
Whether he’s compiling a proprietary sponsorship database of over 12,000 sponsor
activations or shirting Neal Covant in the first CSF Ball Hockey Tournament, Don fully
throws himself into every endeavor he takes on. This dedication has earned him a
reputation as an expert in optimizing a return on investment and driving brands’ results.
Outside of the office, Don can be found playing sports and “instigating”.
50
51
Speakers
Mark
Monahan
Founder and
Executive Director
RBC Bluesfest
Speakers
Mark Monahan is the founder and executive/artistic director of
the RBC Bluesfest. He has led the organization from an initial
budget of $100,000 in 1994 to its present annual budget of more
than $14 million.
Mark’s contacts within the international arts community and
tourism industry have proven to be invaluable. His festival has
received numerous awards, including Best New Business of
the Year (2003), Ottawa Tourism’s Best Event Award (2002),
Keeping the Blues Alive Award for arts education from the
Memphis Blues Foundation (2003), the Chamber of Commerce
Business Achievement Award for outstanding non-profit
organization (2010).
In 2011, Mark was recognized by LE REGROUPEMENT DES GENS
D’AFFAIRES with their Prix d’excellence award – Executive of
the Year. Most recently, he was included on a prestigious list of
honorees to receive the Order of Ottawa, in 2013.
Mark co-founded Ottawa’s Festival Network, and to this day
continues to champion local festivals and events for Ottawa. In
2011, Mark took on the supervisory role and the artistic direction
of the Ottawa Folk Festival, ostensibly salvaging the event. Since
then, the festival has been an unequivocal success.
Norm O’Reilly
Professor and Chair,
Department of Sports Administration,
College of Business, Ohio University
Senior Advisor, Consulting Group, TrojanOne
Recognized internationally as one of the foremost scholars on sponsorship and
marketing strategy, Dr. Norm O’Reilly leverages his academic experience as a
senior advisor to the TrojanOne Consulting Group. Currently, Professor and Chair
of the Department of Sports Administration in the College of Business at Ohio
University, Norm has previously taught at the Faculty of Health Sciences at the
University of Ottawa, Stanford University’s Graduate School of Business, the Sports
Administration (SPAD) program at Laurentian University, Ryerson University’s
Rogers School of Management, and the David Falk Center for Sport Management at
Syracuse University.
As the author of five books, more than 70 management journal articles and a
dozen published business case studies, as well as lead researcher on the Canadian
Sponsorship Landscape Study, Norm brings a broad perspective on nationwide
trends and best practices to client projects.
When he founded Debut Group® nearly two decades ago,
Ben’s goal was to provide an alternative for those seeking
a fresh, authentic communications experience. Today
he’s revolutionizing the way large and small companies
communicate, leveraging findings from research in the fields
of neuroscience and human psychology.
Ben
Moorsom
President & Chief
Creative Officer
Debut Group®
52
The Debut Group® specializes in strategic business
communications and corporate events. Its two divisions, Debut
Communications and Orange Tag (which creates branded
promotional products) combine to provide clients a fullservice offering. With offices in Toronto, Chicago and Atlanta,
Debut is known across North America for its ability to engage
audiences while also moving them to act in meaningful ways.
Ben knows that the best way to inspire people to act is to
engage with them emotionally. That’s why he works tirelessly
at the helm of the Debut Group® to help clients reach their
people in a more genuine way.
Christopher
Overholt
Chief Executive
Officer
Canadian Olympic
Committee
Christopher Overholt was named Chief Executive Officer
of the Canadian Olympic Committee (COC) in August
2011 after holding the dual roles of Chief Operating Officer
and Chief Marketing Officer. He brings a wealth of sports
marketing knowledge and success to the COC, having spent
the past 17 years in senior executive positions overseeing
marketing, sales and sponsorship for the NFL’s Miami
Dolphins, the NHL’s Florida Panthers, and Maple Leaf
Sports & Entertainment Ltd., where he was responsible for
marketing and ticket sales for the Toronto Maple Leafs and
the Toronto Raptors.
At CSFX 2014, Christopher will share his insights on
sponsorship and experiential marketing from the perspective
of the COC, and will no doubt have thoughts on how brands
were “Amplifying Experiences” at the Sochi 2014 Olympic
Winter Games.
53
Speakers
Speakers
Jack Ross
As Vice President of Brand Marketing at RBC, Andy is
considered a dynamic, service-minded leader and strategic
champion for the global growth and evolution of the RBC
brand. Andy drives RBC’s organization-wide brand strategy
and marketing communication efforts, using advertising,
sponsorship and citizenship marketing initiatives to both
defend and extend the bank’s positioning and leadership
role. He also leads RBC’s sponsorship and cause marketing
initiatives for many of its partnership properties.
Senior Vice President
The Agency Group
Jack is a 25-year veteran of the Canadian music industry, having worked as a promoter,
manager and agent. Along with Neil Warnock and Ralph James, he is a founding partner
of The Agency Group, Canada and overseas operations. Jack manages an office staff of
20 people and a company roster of more than 200 clients. His personal roster includes
many iconic artists, such as Great Big Sea, Paul Brandt, Jian Ghomeshi and Bruce
Cockburn, as well as a host of emerging new headliners such as Sam Roberts Band,
Arkells and LIGHTS. Jack helped create the Polaris Music Prize and sits on the board. He
is also a member of the Board of Directors for the Canadian Academy of Re cording Arts
and Sciences (CARAS).
Andy
Shibata
Vice-President,
Brand Marketing
RBC
Andy’s own hopes for a sustainable future have been an
impetus for his industry reputation as a leading advocate
of social brand marketing, re-envisioning the role of social
leadership for RBC by shining a light on the need for
organizations to put their values and promise at the heart of
every one of their marketing efforts.
As Director, Sponsorship & Strategy at Molson Coors
Canada, Hari Sihvo oversees the company’s involvement
in professional sports such as the NHL, NBA and the CFL,
and assists in the development of the Molson Coors Canada
ongoing music strategy.
In her role as Director of Canadian Content Development and
Industry Relations for SiriusXM Canada, Andréanne is responsible
for overseeing the company’s Canadian content investment
strategy. Having joined the team in 2004, Andréanne oversees all
of SiriusXM’s music sponsorship activities, and is responsible for
the development of live showcases for up and coming Canadian
musicians, as well as many promotion opportunities for Canadian
artists to increase their profile across North America.
Andréanne
Sasseville
Director,
Canadian Content
Development &
Industry Relations
SiriusXM Canada
As a bilingual music industry spokesperson, Andréanne hosts
music and interview segments on SiriusXM channels to profile
upcoming Canadian artists, including a weekly segment on CBC
in Quebec to profile Quebec’s talent. She is also responsible for
profiling Canadian artists on the big screen for Cineplex.
Andréanne has considerable experience in the Canadian
entertainment industry, having previously worked in Quebec’s
thriving cultural scene. Her experience includes time at Musique
Plus, where she was responsible for helping to promote new and
emerging Canadian musical talent for the station, while assisting
the producer of a daily cultural show.
Hari Sihvo
Director,
Sponsorship
& Strategy
Molson Coors
Canada
PMS 485
100Y/100M
54
With 20 years of marketing and sponsorship experience
within the financial services, packaged goods and retail
industries, Andy has developed a distinct creative approach
to strategic marketing problems. These effective storytelling
efforts have driven both business results and award-winning
differentiation for the RBC brand.
PMS 286
100C/50M/10K
With 20+ years of combined client and agency experience,
Hari previously led the Molson Coors Canada Western Media
department, helped establish the Molson Coors Licensing
division, and was otherwise involved in the development and
execution of Molson Canadian Rocks (MCR) entertainment
properties such as MCR Blind Date, MCR Snow Jam and
Molson Canadian Rocks for Toronto along with numerous
other national and regional portfolio properties that he
continues to help steer today.
Hari chaired the 2012 Sponsorship Marketing Awards, and
continues to be a member of the Sponsorship Marketing
Council of Canada to help establish general sponsorship
standards and measures within the industry.
PMS 110
12M/100Y/7K
55
Speakers
Speakers
Mark Stewart
Aaron has diverse experience leading a variety of brands
spanning retail, consumer goods, entertainment and gaming.
After starting his career at Loblaw Companies, Aaron spent
several years at Unilever in Canada and the U.S., leading brands
such as Dove as well as the company’s hair care portfolio. In
2003, Aaron moved to the gaming industry to launch the billiondollar Niagara Fallsview Casino Resort, focusing much of his
efforts on building the brand from the inside out.
Aaron
Silverberg
Vice President,
Marketing & Business
Development
TimePlay
Aaron joined TimePlay in 2006 as Vice President of Marketing
and Business Development, helping create and launch the
company’s interactive platform. TimePlay’s mobile platform
transforms smartphones into game controllers to interact with
and influence outcomes on secondary screens in real time,
creating a unique social experience for consumers and brands.
In his role as Vice President of Marketing and Business
Development, Aaron oversees all aspects of consumer
interactions, working closely with developers, venue operators
and brand partners to create content and programs that deliver
the optimal experience.
Managing Director,
Digital Services
TrojanOne
Mark Stewart has an extensive background in digital strategy, production and content
marketing. Over the years, Mark’s expertise has grown to encompass all aspects of
digital media and he is without a doubt, TrojanOne’s digital guru. Mark has demonstrated
exceptional talent in identifying appropriate digital solutions, providing well-thought-out
strategies, intuitive user interfaces, and outstanding consumer experiences that connect
the digital and physical worlds. He has created connections for users through innovative
digital platform development, content and social media strategies, applications, video
and digital broadcast content, production and interaction design. Mark has worked on
projects developing digital solutions for clients such as BMO, Mattel, Canadian Tire,
Coca-Cola, Hbc and Nike.
Prior to the purchase of Astral by Bell, Martin was Vice-President
& General Manager in charge of NRJ, Rouge fm, CJAD, CHOM
and Virgin 96 Radio in Montreal. Martin started his career in
1986 in radio at CHUM Limited, CHOM-FM in Montreal, moving
in 1991 to Standard Broadcasting where he held the positions of
Promotions and Program Director at MIX 96, Montreal.
Martin
Spalding
Vice-President,
Operations & Local
Sales, Radio
Bell Media Quebec
From 1996–2007, Martin worked in motorsports. His last position
was as President & COO of GPF1 Inc. the holding company, which
staged the Formula One Grand Prix of Canada, NASCAR and
Champ Car events on Ile Notre-Dame in Montreal.
Martin holds an MBA from the John Molson School of Business
and a Post-MBA in Strategy from McGill University, and works
as a mentor with post-graduate students at McGill, even
accompanying students overseas to explore emerging markets
in South Africa, Russia, South Korea and Mongolia.
In his spare time, he has completed two Ironman triathlons and
is currently training for his third in Lake Placid, NY.
56
Vanessa
Thomas
Managing Director,
Canada
Songza
Born and raised in Ottawa, Vanessa attended California State
University, Long Beach for her master’s degree after completing
her undergrad at Concordia. She stayed in California for 15 years,
working in the music industry in various capacities. She became
VP of Marketing and Sales for Premiere Radio Networks, and
later headed up Sales and Marketing at Gavin Magazine, an
industry trade publication in San Francisco, where she also spent
five years on the air as “Jo Thomas” in morning and afternoon
radio at KSAN/FM and KYCY/FM, and as “Tonya” on “Hot Talk
with Tonya” on KHTK/AM.
She moved back to Toronto in 2002 to become SVP, Sales for
Nielsen Music, North America, and grew the business significantly
on both sides of the border. Serving as President of Women
in Nielsen and heading the mentorship program for four years
developed Vanessa’s strong commitment to encourage young
female talent to trust their abilities and seize their opportunities.
Having the opportunity to leap from corporate culture and open
the Songza Canada office last fall was an exciting prospect for
Vanessa, with the organization named by Forbes as one of top
five companies to transform advertising in 2013.
57
Speakers
Speakers
As the CEO of iON America LLC, Giovanni runs a global business
that focuses on the design, development and commercialization
of various imaging products. With enormous exposure in the
area of licensing, and 27 years of manufacturing and trading
experience from China, the United States, Australia and Europe,
he began his career in real estate, and was later able to grow his
experience from striking a global license deal in 1991 to market
over 1,600 products for the 1994 FIFA World Cup.
Giovanni
Tomaselli
CEO
iON America LLC
2 years later, Giovanni formed World Wide Licenses Ltd, where
he launched the first non-Japanese digital camera brand to rank
in the top five best-selling digital camera brands in Japan. In
2009, Giovanni was successful in securing the Polaroid brand
and re-launching it on a global scale. He also established Summit
Global Japan KK, boasting some of the best talent in the imaging
business globally. Since 2012, Giovanni has now returned back
to his core of electronics in the field of digital imaging with the
launch of iON Cameras.
Having lived in Hong Kong, London, and New York during the
span of his career, Giovanni now lives in the United States with
his family. His dedication to family and passion for his work are
evident around his peers.
Dana White, President of Zuffa, LLC, UFC® and co-owner
of its assets, oversees a company of over 300 employees
with offices in Las Vegas, London, Toronto, Sao Paulo and
Singapore. With a keen sense of competition and strong
business acumen, White has achieved unrivaled success in
the combat sports industry, building the UFC into the fastest
growing sports organization in history. White is considered
one of the most accessible and followed executives in
sports, with nearly 2.8 million followers on Twitter.
Dana
White
President
UFC®
The UFC’s popularity exploded when the first season of
the hit reality series The Ultimate Fighter, which White cocreated, delivered record ratings on cable television. Now,
more than 20 seasons later, The Ultimate Fighter franchise is
a staple of television and popular culture all over the world.
The UFC will present more than 48 live events in 2014 across
the globe and over a dozen TV shows. UFC programming
is broadcast in more than 156 countries to 800 million TV
households worldwide in 28 different languages.
In 2013, White was inducted into the Southern Nevada
Sports Hall of Fame for his accomplishments, joining the
likes of Andre Agassi, the Fertitta family, Larry Johnson, and
Randall Cunningham, amongst other sports greats. He has
been honoured by both Business Week and Sports Business
Journal in 2008 as one of the most influential people in
sports. In 2009, the United States Armed Forces Foundation
presented White with the Patriot Award for his contribution
to injured military servicemen and women. That same year,
he was named “Nevada’s Sportsman of the Year” by the
Caring Place, a nonprofit organization dedicated to relieving
financial concerns of cancer patients. White was also named
one of the most influential people of 2010 by both Time and
Esquire magazine and was invited to speak at the famed
Oxford Union at Oxford University, England.
Originally a New England native, White spent formative
years in Las Vegas where he currently resides with his wife,
Anne, and their three children.
58
59
CITY AND COLOUR
DAVID SHING
QUINCY JONES
, OTTAWA
PJ BLOOM
ELLIE GOULDING
BRUCE COCKBURN
NILE RODGERS
TEGAN AND SARA
GARY VAYNERCHUK
THURSDAY, JULY 10
WEDNESDAY, JULY 9
ALSO FEATURING:
GARY SHAPIRO
AMANDA PALMER
DEADMAU5
Thanks to all of our sponsors for making this the
most successful Canadian Music Week in history
BLAKE SHELTON QUEENS OF THE STONE AGE
LADY ANTEBELLUM JOURNEY ZEDD
SNOOP DOGG (AKA SNOOP LION) ADVENTURE CLUB
AWOLNATION YOUNG THE GIANT GARY CLARK JR.
THIRD EYE BLIND PHANTOGRAM SAM ROBERTS BAND
TROMBONE SHORTY & ORLEANS AVENUE RL GRIME
BLONDIE TYLER,THE CREATOR JAKE BUGG
ST. VINCENT CHILDISH GAMBINO BONOBO FOREIGNER
SLASH FT. MYLES KENNEDY & THE CONSPIRATORS
JOHN MAYALL GARETH EMERY STYX JEFF TWEEDY
DARIUS RUCKER DRIVE BY TRUCKERS
DR. HOOK FEAT. RAY SAWYER DANNY BROWN
JULY TALK CYPRESS HILL COLLECTIVE SOUL
VIOLENT FEMMES BRETT DENNEN MOIST
MAC DEMARCO JENNY LEWIS + MANY MORE
FRIDAY, JULY 11
DOWNLOAD OUR
NEW MOBILE APP!
VIP TICKETS AVAILABLE
in the Metropolitain Gold
Circle PARTY ZONE for just
$99 +tax! Features private
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See you in 2015!
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Session Summaries
Wednesday, July 9, 2014
12:15 pm – 1:00 pm
Headliner
Confederation I-II
Ready to Rock
Mark Harrison, TrojanOne
Mark Monahan, RBC Bluesfest
Join CSFX Chair Mark Harrison as he kicks off the 10th
annual Canadian Sponsorship Forum with a prelude of
what to expect over the next three days, and how we are
turning up the volume in year 10 in celebration of a decade
of exploring Canada’s greatest properties and the theme
of Amplifying Experiences. Mark will be joined by RBC
Bluesfest Executive Director and Founder Mark Monahan,
who will describe how the festival has grown to become
one of the most notable music festivals in the world. Now
celebrating its 20th year, Mark will share inspiring stories
from the festival’s history, and describe why community
involvement has been so instrumental to its success. Join
us for a musically-inspired welcome, as we look back at
some of the most memorable moments in Forum and
RBC Bluesfest history, followed by a special kick-off to
celebrate a milestone year together.
SESSION SUMMARIES
1:00 pm – 1:45 pm
Headliner
Confederation I-II
Building the Ultimate Consumer Experience
Dana White, UFC
The history of the UFC is a fascinating business/
entrepreneurial/risk and reward story, which would never
have been successful in the end without a complete
focus – if not obsession – with the consumer experience.
Recognized as one of the most influential people in sports
and entertainment, Dana White has built the UFC into the
fastest-growing sports organization in history. Key to this
success was building the ultimate consumer experience
to reach and retain UFC fans worldwide. Join Dana as he
shares the story of how a modest organization with five
fight cards a year grew into an empire with more than
48 live events in 2014, available in 156 countries and 800
million television households worldwide.
63
2:15 pm – 3:00 pm
Seven-Minute
Medleys
Confederation I-II
TD Place: Building Ottawa’s Sports
and Entertainment Destination
Jeff Hunt, Ottawa Sports and Entertainment Group
Amplifying the B2B Experience
Stephen Ilkiw, PwC Canada
In his Seven-Minute Medley presentation, Stephen Ilkiw will
share insights into what B2B-driven organizations look for
in successful sponsorships. As the lead for PwC Canada’s
national sponsorships, Stephen will discuss how PwC
Canada’s various sponsorship initiatives have allowed them to
create unique experiences for their B2B clientele. Specifically,
Stephen will speak to how they have leveraged Team PwC to
build and foster these relationships, the value of sponsoring
athletes and sports for their organization, and the ROI this
has ultimately generated for their business.
A project 7 years in the making, TD Place will become Ottawa’s
newest sports and entertainment venue for its Landsdowne region.
Set to open this summer, TD Place will be the home of the new
Ottawa REDBLACKS, the new Ottawa Fury FC, the Ottawa 67’s
and world-class entertainment, providing a place for residents to
build pride and foster a true community experience. In his Seven
Minute Medley, Jeff will share how his organization succeeded in
the opening of TD Place, and the unique assets attributed to the
property that will allow not only TD to step ahead in the Ottawa
market, but also the opening of new opportunities for partnership
integrations to generate ROI.
Sprite’s Refreshing Perspective on Partnerships
Jennifer DelVecchio, The Coca-Cola Company
In her Seven-Minute Medley presentation, Jennifer will be sharing
a case study on how Sprite leveraged the reigning NBA Sprite
Slam Dunk winner Terrence Ross to identify synergies and further
goals for Sprite and its partners. A partner of the Toronto Raptors
since sponsor of their inception in 1994, Sprite is also one of the
NBA’s longest standing sponsors, with a partnership that began in
1986. In the weeks leading up to the 2014 NBA All-Star Weekend,
Sprite and its strategic partners built a program designed to
heighten cultural credibility for the brand and connect with Sprite’s
target by rallying behind Ross’s quest to repeat his Sprite Slam
Dunk title. Jennifer will explain how Sprite identified opportunities
for all partners, share insights into results, and demonstrate how
sometimes, marketers need to spend a little more to gain a lot
more in return.
Generating Return on Inspiration
Nancy Marcus, Kruger Products
3:00 pm – 3:45 pm
Headliner
Confederation I-II
Context is King: The Value of a Curated Experience
Vanessa Thomas, Songza
In a world where brands must push through a funnel of
information to communicate key messaging, it is imperative
to guide people to the right content at the right time,
creating a curated consumer experience. Named one of the
Top 5 companies for 2013 by Forbes magazine to transform
advertising through their native platforms, Songza gives
brands the opportunity to be curators too – in this case,
through music. During her keynote presentation, Vanessa will
illustrate methods Songza has used to transform marketing
through this native advertising approach. She will explore
how consumers are reacting to this method of advertising,
and how Songza will evolve its marketing efforts both
within and outside of the digital world. Through showcasing
case studies and various brand campaigns, Vanessa will
also explore the ways through which Songza interacts
with consumers experientially, and how a sophisticated
recognition of a user’s context can allow them to overcome
challenges such as the “oppression of choice”, demonstrating
the value of carefully curated content.
In her 7-Minute Medley presentation, Nancy will explain her
perspective on ROI as an indicator of not only investment, but a
return on inertia for the Kruger Products brand. Drawing from their
10th year White Cashmere Collection, Nancy will discuss how
Kruger Products created a multi-layer, cause-related marketing
campaign designed to generate and sustain high profile media
coverage and consumer engagement year round. Nancy will review
strategies that were leveraged to activate this brand, ultimately
generating a return on inspiration to impact consumers.
64
65
Thursday, July 10, 2014
9:00 am – 9:40 am
Turntable Sessions
Governor General
Creating Brand and Business Impact Through
Citizen Philanthropy
Bryan de Lottinville, Benevity
In his turntable session, Bryan will share how forward-thinking
companies are changing the conventional corporate giving
model by focusing on engagement and empowerment, rather
than fundraising. Social responsibility and community impact
are more top of mind with consumers than ever before, creating
both an imperative and an opportunity for businesses.
Using case studies from some of Benevity’s Fortune 100 clients,
Bryan will describe how philanthropic and sponsorship budgets
can be deployed in innovative ways, enabling companies to
meaningfully engage audiences around these initiatives at a
grassroots level, while increasing both the business and social
impact of their spend.
The Power of Live Events:
Connecting Brands, Fans and Bands
Brenden Mallette, Maple Leaf Sports & Entertainment
In his turntable session, Brenden Mallette will take delegates
through the Fan Engagement Lifecycle, and how to effectively
connect brands, fans and bands through live events at all
key touch points. Brenden will demonstrate how integrating
brands in a relevant, meaningful way can help elevate the live
experience, and how harnessing this passion and emotion can
tell an authentic brand story. Utilizing a case study from Nokia
plus other tangible examples from past and current MLSE
campaigns, Brenden will draw on parallels from both the sport
and music world to share the impact that live events can have
on amplifying brand marketing strategies.
Experiential Marketing & Millennials:
Where Social Media is Actually Social
Luca del Rosso, The Gentlemen’s Expo
Today, reaching a millennial audience has become more difficult
than ever. Fragmentation with media, cord cutting, PVRs,
streaming and smart phones have created an environment of
branded chaos among this demographic. Drawing from his
experience from The Gentlemen’s Expo, Luca will provide a
quick glimpse into the importance of leveraging experiences to
create meaningful impact on a millennial audience, and how to
make a lasting impression on today’s millennial man.
66
Where Live Meets Digital: The Power of Connectivity
Aaron Silverberg, TimePlay
In his roundtable discussion, Aaron will discuss the growth
of the digital live experience and its implications for
marketers. A means of enhancing the digital experience,
gamification taps into the consumer’s innate competitive
fire, providing users with a collective atmosphere that
is both shareable and engaging. With the interactive
TimePlay app, users are connected through their mobile
devices to a screen to interact with an on-screen content,
and the ability to individually influence outcomes. For
sponsors, this has presented a new opportunity to allow
two-way real time engagement with consumers, delivering
a live, memorable experience for the user to engage with
their brand, and deliver a reward to the user in return.
Aaron will share the insights behind this connective
technology, and reveal how TimePlay has created a
shareable, measurable, and engaging experience that
has bridged the digital connection between brands and
consumers. To experience this unique brand engagement
firsthand, CSFX invites you to download the TimePlay app
onto your mobile device before the session.
Breadth and Depth:
Key Lessons from the Workplace Model
Michael Allen, United Way Ottawa
With a rich history and over 90,000 donors, the United
Way boasts a unique workplace model that caters to the
diverse volunteer interests of its supporters. Offering
a breadth of community participation opportunities,
the United Way creates an open dialogue with its
business supporters, determining the best ways to
engage their employees with the community, while also
benefitting from the nature of their business practices.
In this roundtable, Michael will demonstrate how
these businesses are uniquely engaged to support the
United Way’s latest campaign, and in turn, how these
relationships have evolved into strong partnerships.
Michael will also explore the growing need to connect
through emotional engagement, and how to effectively
deliver stories through the usage of digital media, content
generation, and insights from behavioural data to better
communicate with current and prospective donors.
67
Marketing as Storytelling: What Makes an Ad Newsworthy
Susan Krashinsky, The Globe and Mail
Marketers want to make campaigns worth talking about.
News media want good stories. What makes a campaign news?
Marketing coverage can play a number of roles: it can help educate
consumers about how advertisers are trying to speak to them
every day; it can signal changes in a given industry, in media
spending, or in the advertising world at large; and it can examine
when advertising actually works, by exploring campaign results
after the fact. In her roundtable discussion, Susan will explore the
question of what makes marketing newsworthy, and how this is
changing in the media and advertising landscape.
9:45 am – 10:30 am
Headliner
Confederation I-II
At this pivotal point in the rise of sponsorship marketing, Andy
will share insights around the new benchmarks of success. Discover
real ways to evolve your organization’s own strategic rigour and
approach – and learn why sponsorship is destined to become a
dirty word if you don’t.
Creative Experiential Technologies:
Building The Future of Activations
Mark Stewart, TrojanOne
Insights from Sponsors: The Power of Analytics
Kelly Fawcett, TELUS
Scott Johnson, MBNA Canada
Hari Sihvo, Molson Coors Canada
Anthony Lipschitz, StubHub
In this panel discussion, delegates will hear from corporate
representatives on the importance of measurement and
its implications for sponsors. This session will address
questions including: How do corporations go about
sponsorship valuation for a sponsorship opportunity that
is being considered? What types of metrics are valued the
most? What is considered a “good year” in sponsorship
for corporations? Join panelists from TELUS, Molson Coors
Canada, StubHub and MBNA Canada to hear about the
latest trends and insights in sponsorship analytics and the
value of measurement in generating ROI.
Sponsorship: Marketing’s Swear Word
Andy Shibata, RBC
Three years after his initial address at the Canadian Sponsorship
Forum talking about blending the world of sponsorship with
philanthropy, Andy takes us on a journey of what he got right,
what he got wrong, and what he’s still trying to figure out as
he leverages one of the country’s largest brand portfolios of
philanthropy, sport & community investment.
11:00 am – 11:45 am
Workshops
Unplugged
Provinces I-II
11:00 am – 11:45 am
Workshops
Unplugged
Confederation I-II
1:00 pm – 1:45 pm
Headliner
Confederation I-II
The Power of Content Creation
Stéphane Bérubé, L’Oréal Canada
In his keynote presentation, Stéphane will share how L’Oréal
Canada leverages its sponsorships to enable access to
content as a key driver to its success. Using examples from
partnerships such as Luminato Festival, TIFF, and Fashion
Week, he will demonstrate how L’Oréal Canada successfully
provided access to these events through creating and
providing content in a timely manner. Stéphane will also
talk about how L’Oréal Canada has taken local sponsorships
nationally, and how the organization measures ROI and
KPI through their partnerships. Finally, he will review how
L’Oréal Canada leverages multiple brands to drive success
for single sponsorship properties, and how it has amplified
consumer experiences through these properties in order to
heighten its brand impact.
In true maker-culture fashion, this Do-It-Together (DIT) session
will allow you to get hands-on with some of the coolest new
technologies being used by successful brands and activations
around the world. See what works and what doesn’t when it comes
to connecting the digital, social and mobile world with physical,
mechanical and real-world devices and experiences. A believer
in open-source ideas, Mark will share and demonstrate some of
the best examples of technology innovation to inspire your next
activations to be more connected, effective and memorable.
68
69
Thursday, July 10, 2014
1:45 pm – 2:30 pm
Headliner
Confederation I-II
Driving XM/Sponsorship Success:
Case Study Exploration of Successes/Pitfalls
Don Mayo, IMI International
4:00 pm – 5:00 pm
Jam Session: Panel
Discussion
Confederation I-II
CSF speaker alumni Don Mayo will return to share an engaging
presentation focused on 2014 case studies that demonstrate
sponsorship and XM success in Canada and around the globe.
In this keynote presentation, Don will review case studies to
demonstrate to delegates the 5 things they can do tomorrow
to drive success in experiential campaigns, as well as the 5 key
pitfalls to avoid. Don will draw upon IMI International’s research on
today’s evolving media and marketing activation topics to share his
insights on key strategies for today’s marketers.
3:00 pm – 3:45 pm
Workshops
Unplugged
Provinces I-II
3:00 pm – 3:45 pm
Workshops
Unplugged
Confederation I-II
70
Expert panelists from the music world will explore the key
elements that lead to “chart-topping” campaigns. By lending
an ear to key learnings and sharing their experiences, this
music-themed panel will explore some of the best music
marketing campaigns, and address questions such as: Why do
brands use music in their marketing mix and what brand story
does music tell? What are brands doing to utilize music in their
campaigns, and how are they integrating this across multiple
touch points? How are people responding to greater brand
participation in music properties? Join experts from Bell Media
Quebec, SiriusXM Canada, Canadian Music Week, The Agency
Group, and The Feldman Agency as they seek to uncover the
power behind music-driven campaigns, and the impact that
this has for consumers and organizations alike.
8th Annual Canadian Sponsorship Landscape Study
Elisa Beselt, TrojanOne
Investment in sponsorship has continued to grow since the
inaugural Canadian Sponsorship Landscape Study in 2006,
reaching $1.57 billion in 2012. In this session, Elisa Beselt from
TrojanOne’s Consulting Group will present a first look at the results
from the 2014 Canadian Sponsorship Landscape Study, the 8th
annual version of the nationwide analysis of sponsors, properties
and agencies. In the 2014 study, delegates will hear about recent
trends in experiential marketing, take a closer look at music
sponsorship, and review the rise of ‘festivalization’ over the last few
years. Reporting on findings from the 2013 year, Elisa will share the
newest information on the sponsorship industry and key lessons on
what this all means for sponsorship professionals.
Harnessing the Power of an Emotionally Invested Audience
Ben Moorsom, Debut Group
Return on Investment is an essential focus of all organizations.
However, financial goals and targets are more readily achieved
when businesses also make emotional investment a priority:
employees who are not merely engaged – they’re champions;
customers who are more than just loyal – they become advocates;
sponsors and consumers who find themselves emotionally
connected to your brand, your products, and what you stand for.
As founder of the Debut Group, Ben Moorsom has made it his
mission to provoke, inspire and move business audiences into
taking action. This workshop is designed to reveal insights that will
allow you to inspire emotional investment in your stakeholders,
then harness that passion to achieve better results.
Bringing Brands to Life Through Music
Martin Spalding, Bell Media Quebec
Andréanne Sasseville, SiriusXM Canada
Neill Dixon, Canadian Music Week
Jack Ross, The Agency Group
Jeff Craib, The Feldman Agency
Friday, July 11, 2014
9:00 am – 9:45 am
Headliner
Confederation I-II
The Power of Partnerships:
Bringing Consumer Experiences to Life
Giovanni Tomaselli, iON America LLC
In his keynote presentation, Giovanni will share some of iON
Cameras’ key sponsorships and activations and how these
partnerships are leveraged to reach consumers. By allowing a
direct interaction with their products, iON’s partnerships have
allowed the organization to elicit responses from consumers and
evoke a lasting memory of the brand. Drawing on case studies
such as Snow Sports Canada, FIA World Rallycross, Manchester
City, and PowerChalk, Giovanni will demonstrate how iON has
used their technology to give their sponsorships dimension and
activate them successfully, generating ROI for the organization
by engaging the end consumer and motivating retail partners to
support the iON franchise.
71
10:00 am – 10:45 am
Workshops
Unplugged
Provinces I-II
10:00 am – 10:45 am
Workshops
Unplugged
Confederation I-II
72
The Contagious Experience: Creating Activations that Spread
Graham Lee, TrojanOne
11:00 am – 12:00 pm
Headliner
Confederation I-II
“I’d like to do something viral.” This is the request coming from
more and more clients, each with a shared desire to be noticed
on a global scale, and often for next to no money - as if by just
referring it to as viral, it will happen. But maybe it’s not such
a crazy request. Perhaps there are common ingredients in the
world’s most noticed activations that smart, creative people and
passionate clients can put to work. In this workshop, Graham
will look at some of the world’s most viral creative, dissect it,
and identify some of the common factors that seem to present
themselves in each resounding activation.
What sport property means the most to Canadians? What festival
creates passion? What event drives loyalty? For the second time,
Ipsos and TrojanOne have partnered on a groundbreaking research
study – Canada’s Most Valuable Property (MVP) – to measure
sponsorship effectiveness. Using qualitative input from industry
experts and a nationwide survey of Canadians, the first MVP study
established a “Value Metric” and uncovered seven key drivers of
emotional connection between Canadians and the companies that
sponsor the properties they care most about. The results of the
second MVP study will be presented, with the addition of a ‘Most
Respected Sponsor’ component, identifying which sponsors have
created the most respected sponsorship relationships in Canada.
The most valuable properties and most respected sponsors will
also be honoured at CSFX, where the winners of the MVP Awards
will be announced in each of five sponsorship categories: charity/
cause, sport, the arts, festivals/events, and entertainment.
The Art of Partnership Storytelling
Alycia De Avila, SAP
In this Workshops Unplugged session, Alycia will describe how SAP
utilizes technology to lead the way for their partnerships. Integral
to this is how to leverage the partnership to tell a compelling story
that consumers will want to hear about, allowing SAP to educate
consumers about how their organization is part of their daily lives.
Alycia will demonstrate how SAP has used customized technology
to craft these stories in their various partnerships such as the NBA,
WTA, and McLaren Mercedes Formula 1. Finally, using a case study
from the Super Bowl in New York City, Alycia will share insights
into how SAP creates engaging experiences for consumers that are
both memorable and shareable.
Canada’s Most Valuable Property
Jordan Levitin, Ipsos Reid and Norm O’Reilly,
Ohio University & TrojanOne
12:00 pm – 12:45 pm
Headliner
Confederation I-II
We Are Winter: The Power of Amplified Partnerships
Christopher Overholt, Canadian Olympic Committee
As a property that sees its peaks in engagement during each
Olympic games, the Canadian Olympic Committee (COC)
must constantly amplify its brand to maintain a strong level of
awareness. Part of this challenge involves seeking partners who
share this willingness to adapt and reinvent. Christopher Overholt
will share how the COC amplified its brand through creating unique
partnerships, while also sustaining the momentum for support
behind Canada’s athletes. Chris will share the latest research from
Sochi, which will serve as a key case study to illustrate the power
of these partnerships. A deep dive into the COC’s key strategies
and their Olympic campaigns will be explored, and how this, in
turn, impacts the brand awareness of the COC year round.
73
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Advisors
Attendees
ADVISORS
ATTENDEES
Ian
Malcolm
Bill
Cooper
Michael
Prosserman
President,
Desperado Marketing
Chief Operating Partner,
TwentyTen Corp.
Founder & Executive
Director, UNITY Charity
Lindsay Abbott
Manager,
Partnership Marketing
Vancouver Whitecaps
604-669-9283 x 2295
labbott@whitecapsfc.com
Amber Bernard
Event Manager
Toronto General &
Western Hospital Foundation
416-340-4800 x 6279
amber.bernard@uhn.ca
Michael Brown
Sponsorship Manager
City of Toronto
Economic Development & Culture
416-395-7347
mbrown3@toronto.ca
Barry Alexander
Senior Marketing Manager,
Master Brand
Maple Leaf Foods
905-285-1687
barry.alexander@mapleleaf.com
Stéphane Bérubé
Chief Marketing Officer
L’Oréal Canada
514-281-2755
SBerube@ca.loreal.com
Murray J. Brown
Account Executive
Pro-X Event
905-696-0993 x 242
murray@proxevent.ca
Ron Bester
The Art of Productions
ron@theartof.com
Melissa Bubb-Clarke
Senior Director, Event Marketing
Maple Leaf Sports & Entertainment Ltd.
melissa.bubb-clarke@mlse.com
Julia Allen
Director, Special Events
TrojanOne
226-374-5551
julia.allen@trojanone.com
Michael Allen
President & CEO
United Way Ottawa
mallen@unitedwayottawa.ca
Elio Antunes
Chief Operating Officer and VP
Partnerships
ParticipACTION
416-913-1567
eantunes@participACTION.com
Anna
Medeiros
Maja
Ronneberger
Tyler
Mazereeuw
Manager,
Event & Experiential Rewards,
AIR MILES Reward Program
Manager, Strategic Alliances
& Partner Marketing,
Whistler Blackcomb
Senior Director,
Business Development,
CFL
Adam
Bloom
Manager, Events &
Experiential Marketing,
TELUS Customer Solutions
76
In the lead up to the 2014 Canadian
Sponsorship Forum, these industry
experts lent their time and
experience to provide invaluable
insights and ensure that CSFX 2014
provided you with an amplified
experience. On behalf of the CSFX
2014 team, we’d like to thank these
marketing gurus for their guidance.
Lisa Arai
Manager, Marketing & Events
Sport and Recreation
Department
York University
416-736-2100
larai@yorku.ca
Kathie Arychuk
Senior Manager,
Community Investment
ATB Financial
780-408-7353
karychuk@atb.com
Jennifer Barban
Manager, Corporate Marketing
Ontario Lottery and Gaming Corporation
705-946-6858
jbarban@olg.ca
Matt Barrington
Senior Manager, Sponsorship
RBC
416-974-1599
matthew.barrington@rbc.com
Marie-Pier Bergevin
Manager, Sponsorships &
Local Initiatives
BMO Financial Group
514-877-8528
mariepier.bergevin@bmo.com
Jasleen Bhinder
Specialty Leasing Manager
Oxford Properties Group
416-417-1913
jbhinder@oxfordproperties.com
Mandy Bilous
Creative and Marketing Director
Derks Fine Group of Companies and
The Bridal Fantasy Group
780-431-4280
mandy@derks.ca
Colin Bloom
Senior Manager, Events
Toronto General &
Western Hospital Foundation
416-340-4800 x 6640
Colin.Bloom@uhn.ca
Nancy Bodi
Professor and Program Coordinator
Event Marketing
Seneca College
416-562-5520
Nancy.Bodi@senecacollege.ca
Phil Bouffard
Manager, Global Partnerships
Maple Leaf Sports & Entertainment Ltd.
416-815-4344
phil.bouffard@mlse.com
Daniel Bourdeau
Director, Business Development
Canada Science and Technology
Museums Corporation
613-993-3914
dbourdeau@technomuses.ca
Andrea Boyd
Advancement Officer / Agente à
l’avancement
Canadian Museum of Nature
613-364-4011
aboyd@mus-nature.ca
Helen Brannigan
Business Development Manager,
Commercial Graphics
3M Canada
800-265- 1840 x 3748
hbrannigan@mmm.com
Noel Buckley
President & CEO
Ottawa Tourism
Nbuckley@ottawatourism.ca
Steve Bucovetsky
Vice President, Consumer Insights
IMI International
sbucovetsky@consultimi.com
Sue Bundy
Director, Corporate Sponsorships &
Marketing Alliances
BMO Financial Group
416-927-3049
susan.bundy@bmo.com
Trevor Butler
Account Manager
Reward Connections Inc.
905-238-8445
trevor@rewardconnections.com
Sharon Butler
Director of Partnerships
Vancouver Aquarium
604-803-2431
sharon.butler@vanaqua.org
Edward Carolan
President
Soft Signs Inc.
905-696-0096 x 226
Eddy@softsigns.com
Sarah Cey
Recruitment Consultant
aNIthing is Possible
416-546-6986 x 4
sarah@anithing.ca
Andy Chen
Seneca College
647-308-3298
Michelle Chiu
Seneca College
416–931-9788
Wingsi.michelle@gmail.com
77
Attendees
Imran Choudhry
Vice President, Consumer Engagement
TrojanOne
416-355-2664
imran.choudhry@trojanone.com
Lesley Choules
Senior Manager, Sponsorship
Toronto International Film Festival
416-934-5852
lchoules@tiff.net
Ivan Chu
Seneca College
416-918-3611
Ichu425@gmail.com
Stephanie Cleary
Sponsorship Marketing
The Globe and Mail
416-585-5032
SCleary@globeandmail.com
John-Paul Cody-Cox
Executive Director
Canadian Association of Fire Chiefs
613-864-4437
jpcodycox@cafc.ca
Christine Cole
Manager, Integrated Marketing
Allstate Insurance
647-927-5439
ccole@allstate.ca
Bill Coleman
Director, Partnership Development
Canadian Blood Services
613-739-2285
bill.coleman@blood.ca
Chris Conrad
Senior Sales Manager
Trade Centre Limited
902-421-1302 x 2125
chrisc@tclns.com
Phil Cook
Brand Director
Nike Canada
905-771-2025
phil.cook@nike.com
Cassandra Cook
Associate Manager, Brand Marketing
RBC
416-974-0807
Cassandra.cook@rbc.com
Jeff Corcoran
Executive Director, Corporate Marketing
Ontario Lottery and Gaming Corporation
416-224-7088
JCorcoran@OLG.CA
Settimio Coscarella
Co-Founder
The Gentlemen’s Expo
416-995-7384
settimio@gentlemensexpo.com
78
Attendees
Catherine Cote
Artist Liaison Programming Department
RBC Bluesfest
ccote@ottawabluesfest.ca
Richard De Blois
Manager, Public and Private Partnerships
Canadian Heritage
819-934-7005
Bill Courchaine
Director, Corporate Sponsorships
Ottawa Senators Hockey Club/
Canadian Tire Centre
613-599-0384
courchaineb@ottawasenators.com
Bryan de Lottinville
Founder and CEO
Benevity
bdelottinville@benevity.com
Jean Couvrette
Vice-président, partenariats corporatifs
at Alouettes de Montréal
Montreal Alouettes
514-787-2581
jcouvrette@montrealalouettes.com
Neal Covant
Vice President, Consumer Insights
IMI International
ncovant@consultimi.com
Rob Cox
Territory Manager - Ontario East
Impact Canopies
416-908-4926
RobC@impactcanopy.com
Darrell Cox
Manager, Major Events
Ottawa Tourism
613-237-5150 x 126
dcox@ottawatourism.ca
Jeff Craib
President
The Feldman Agency
416-598-0067 x 305
jeff@feldman-agency.com
Bryan Crawford
Interim Executive Director
Ontario University Athletics
905-540-5148
bryan.crawford@oua.ca
Tania Crecco
Program Manager, Marketing
Dairy Farmers of Canada
514-284-1092 x 245
tania.crecco@dfc-plc.ca
Michael A. Cronin
Director, Event Partnerships & Exhibits
Fulcrum Events Inc.
416-504-0504 x 114
mcronin@fulcrum.ca
Dan Cummins
Atomic Motion
dan@atomicmotion.com
Alycia De Avila
Director of Global Sponsorships
SAP
212-653-1310
a.de.avila@sap.com
Luca Del Rosso
Co-Founder
The Gentlemen’s Expo
luca@gentlemensexpo.com
Jennifer DelVecchio
Senior Manager, Marketing Assets
The Coca-Cola Company jdelvecchio@coca-cola.com
Gay Derk
President
Derks Fine Group of Companies and
The Bridal Fantasy Group
780-431-4276
gay@bridalfantasy.com
Geneviève Desrochers
Assistant Director, Marketing
Dairy Farmers of Canada
514-284-1092 x 239
Genevieve.Desrochers@dfc-plc.ca
Sean Diamond
Vice President
Diamond Integrated Marketing
416-479-3974
sean@experiencediamond.com
Neill Dixon
President
Canadian Music Week
neill@cmw.net
Katie Dolan
Convention Sales Manager
Ottawa Tourism
613-237-5150 x 144
kdolan@ottawatourism.ca
Glenn Duncan
VP, Sales
Ottawa Tourism
613-237-5150
gduncan@ottawatourism.ca
Dave Easter
Manager, Marketing and Communications
University of Guelph
519-824-4120
deaste@uoguelph.ca
Glen Eisler
Manager, Partnership Sales
Vancouver Whitecaps
604-669-9283
geisler@whitecapsfc.com
Laura Evans
Director of Advancement/Directrice
de l’avancement
Canadian Museum of Nature
613-566-4237
levans@mus-nature.ca
Daniel Ewing
Director, Partnerships
Embrace Entertainment
416-323-2767
daniel@embracepresents.com
Kevin Falkingham
Promotions & Media Assistant
RBC Bluesfest
kfalkingham@ottawabluesfest.ca
Marie-Andrée Farmer
Advisor, Donations
National Bank of Canada
marie-andree.farmer@bnc.ca
Jenny Faucher
President
Managing Matters Inc.
416-944-3183 x 221
jenny@managingmatters.com
Dominic Faucher
Creative Director
Orkestra Advertising
819-210-8111
dominic@orkestra.ca
Kelly Fawcett
Director, Sponsorship Strategy
TELUS
778-875-8785
kelly.fawcett@telus.com
Daniel Feeny
Director, Marketing and Partnerships
National Capital Commission
613-239-5678
daniel.feeny@ncc-ccn.ca
Lindsy Fong
National Sales Leader
Stage and Screen Travel
416-770-3757
lindsy.fong@stageandscreen.ca
Marino Francispillai
Manager, Major Events and Celebrations
Parks Canada
613-851-8470
marino.francispillai@pc.gc.ca
David Frizzell
Manager, Advertising and Sponsorship
University of Toronto
416-946-5125
david.frizzell@utoronto.ca
Marie-Félix Gascon
Director, Québec Marketing
BMO Financial Group
514-209-9600
mariefelix.gascon@bmo.com
Adam Gareau
Director, Consumer Insights
IMI International
agareau@consultimi.com
Gina Gianetto
Director, Business Development
Ottawa Senators Hockey Club/
Canadian Tire Centre
613-599-0387
gianettog@ottawasenators.com
Bart Given
Managing Director & Chief Innovator
TORQUE Strategies
604-336-3773
bart@torquestrategies.com
Megan Goldwell
Manager, Corporate Partnerships &
Special Projects
Toronto General &
Western Hospital Foundation
416-340-5240
Megan.Goldwell@uhn.ca
Sebastian Gonzalez
Account Manager
Lithocolor
905-794-0052 x 235
s.gonzalez@lithoclr.com
Susan Gordon
VP Sales and Marketing
Canadian Football League Players’
Association
905-664-0852 x 205
s.gordon@cflpa.com
Gord Grace
Chief Marketing Officer
Canadian Interuniversity Sport
226-350-7760
ggrace@universitysport.ca
Abe Hajar
Director, Corporate Partnerships
Edmonton Oil Kings
780-638-2073
ahajar@edmontonoilers.com
Allan Hakeem
Business Development Director
SPONSORIUM
877-776-6767
allan@sponsor.com
John Halvorsen
President & Race Director
Run Ottawa
613-447-9106
Halvorsen@runottawa.ca
Cindy Harrison
President/Owner
CommuniCare Therapy
613-291-6096
charrison@communicare.ca
Mark Harrison
President
TrojanOne
416-920-5191
mark.harrison@trojanone.com
Kent Hawkins
Marketing Director
No Limits Group
604-431-7330
kenth@nolimits.ca
David Hazan
Sponsorship Director
Canadian Music Week
davidlhazan@gmail.com
Holly Henderson
Senior Director, Corporate Programs
Canadian Breast Cancer Foundation
416-263-7955
hhenderson@cbcf.org
Corine Hiebert
Director of Sales - Canada
Live Nation
416-646-4945
corinehiebert@livenation.com
Jeff Hunt
President
Ottawa Sports and Entertainment Group
613-232-6767 x 8222
JHunt@oseg.ca
Sheryl Hunt
Manager, Marketing & Brand Development
Carleton University
613-884-0057
Sheryl.Hunt@carleton.ca
Stephen Ilkiw
Manager, National Sponsorships
and Networks Marketing
PwC Canada
416-814-5701 stephen.ilkiw@ca.pwc.com
Mert Inal
Director, B2B Marketing
Cineplex Entertainment
Mert.inal@cineplex.com
Allan Isfan
CEO
MyEventApps
613-799-6300
allan.isfan@favequest.com
Blake Jackson
Business Development Manager
Westerner Park
403-309-0241
BJackson@westerner.ab.ca
Mark Jackson
President
Promotion Resource Group
905-842-3355 x 222
mjackson@prgstore.com
79
Attendees
Laura Janes
Director, Consumer Insights
IMI International
ljanes@consultimi.com
Manjit Jheeta
Partnership Advisor Toronto Office of Partnerships
City of Toronto
416-392-8684
mjheeta@toronto.ca
Scott Johnson
Head of Professional Sports
MBNA Canada
scott.vj.johnson@mbna.com
Lisa Johnson
Seneca College
905-730-7183
Lisej0723@gmail.com
Collin S. Joseph
Sponsorship & Entertainment Manager
Ontario Lottery and Gaming Corporation
416-224-7080 x 7889
cjoseph@olg.ca
Nicol Kalman
Founder
aNIthing is Possible
416-546-6986 x 1
ni@anithing.ca
Anthony Keating
Director, Fund Development Major and Planned Gifts
Cystic Fibrosis Canada
416-485-9149 x 253
akeating@cysticfibrosis.ca
Shawn Keba
Business Development &
Partnership Manager
Synchro Canada
905-781-4424
shawn@synchro.ca
Carol Kelly
Director, Partnerships
Stonehammer Geopark
506-639-5080
carol@stonehammergeopark.com
Susan Krashinsky
Advertising and Marketing Reporter
The Globe and Mail
SKrashinsky@globeandmail.com
Greg Krischke
Mayor
City of Leduc
780-980-7100
mayor@leduc.ca
Cameron Kusch
Manager, Event Sales &
Corporate Partnerships
BC Place
604-661-3634
ckusch@bcpavco.com
80
Attendees
Mary Beth Kyer
Principal
Sponsor Circle
416-820-5816
mbkyer@sponsorcircle.com
Jordan Levitin
Senior Vice President
Ipsos Reid
416-572-4455
Jordan.Levitin@ipsos.com
Samantha Magalas
Marketing and Events Coordinator
Ontario Women’s Hockey Association
905-282-9980
samantha@owha.on.ca
Nicole Medcalf
Director of Client Service
Magnet Engagement Group
416-737-0736
nicole@magnetengagement.com
Ben Moorsom
President & Chief Creative Officer
Debut Group
416-213-0123
benm@debutgroup.com
Angeline Laffin
Senior Manager, Business Development
Canadian Heritage
613-797-4737
angeline.laffin@pch.gc.ca
Peter Leyser
Associate Director, Business Development
Canadian Centre for Ethics in Sport
613-521-3340 x 3235
pleyser@cces.ca
Bruce Mansour
Founder
Make it Happen Inc.
902-221-0111
bruce@makeithappen.ca
Anna Medeiros
Manager, Event and Experiential Rewards
LoyaltyOne AIR MILES
amedeiros@loyalty.com
Christopher Moreno
365 Productions
chris@365Productions.com
Pierre Lafontaine
Chief Executive Officer
Canadian Interuniversity Sport
613-562-5670
plafontaine@universitysport.ca
Nathalie Laperriere
Director of Sponsorship
RBC Bluesfest
613-247-1188 x 231
nlaperriere@ottawabluesfest.ca
Kirsten Liddell
Event Coordinator
Toronto General &
Western Hospital Foundation
416-340-4800 x 6323
kirsten.liddell@uhn.ca
Anthony Lipschitz
Country Manager, Canada
StubHub
416-934-2043
alipschitz@stubhub.com
Michela Mantle
Manager, Partnership Activations, Canada
UFC
905-467-9736
mmantle@ufc.com
Nancy Marcus
Corporate Vice President Marketing
Kruger Products
905-812-6945
nancy.marcus@krugerproducts.ca
Jodie Mercier
Director, Sport and Recreation
Regional Recreation Corporation
of Wood Buffalo
780-791-0070 x 5010
jodie.mercier@onerec.ca
Susan Marsh
Marketing Director
Run Ottawa
613-234-2221
media@runottawa.ca
Bryan R. Merrett
Director, Marketing & Membership Services
RA Centre
613-733-5100
bmerrett@racentre.com
Graham Metzger
Director, Corporate Relations
MS Society of Canada - Alberta
& NWT Division
780-910-1879
graham.metzger@mssociety.ca
Patrick Leavey
Marketing Manager,
Partnership Development
CN Tower
416-601-4724
pleavey@CNTOWER.CA
Sharon Lloyd
Manager, Sponsorship
United Way Ottawa
613-228-6727
salloyd@unitedwayottawa.ca
Kyla Lee
Seneca College
647-205-4026
kylaLee29@gmail.com
Richard Loat
Founder and CEO
Five Hole For Food
richard@fiveholeforfood.com
Carmen Marson-Awad
Manager, Marketing and Communications
Equine Canada
613-287-1515
cmarson-awad@equinecanada.ca
Graham Lee
Chief Creative Officer
TrojanOne
416-355-2761
graham.lee@trojanone.com
Joe Lowes
Director, Corporate Partnerships
Tennis Canada
416-650-7914
jlowes@tenniscanada.com
Don Mayo
Global Managing Partner
IMI International
416-440-0310 x 231
dmayo@consultimi.com
Philippe Leduc
Artistic Director
Orkestra Advertising
438-825-0632
ldc.philippe@gmail.com
Ian MacDonald
National Director, Marketing & Nutrition
Dairy Farmers of Canada
514-284-1092
ian.macdonald@dfc-plc.ca
Brad McCabe
Executive Director
Youth Science Canada
416-341-0040 x 231
brad.mccabe@youthscience.ca
Benoit Legendre
Advisor, Sponsorships
National Bank of Canada
Benoit.legendre@bnc.ca
Tricia Maher
Operations Manager
Partnership Group
403-478-3444 tricia@partnershipgroup.ca
Jennifer McGhee
Manager, Experiential Marketing
Toyota Canada Inc.
416-431-8429
jmcghee@toyota.ca
Marie-Eve Lemay
Project Manager, Sponsorships
National Bank of Canada
Marieeve.lemay@bnc.ca
Anne Leonard
Executive Director
arrive alive DRIVE SOBER
416-485-4411
arrivealive@bellnet.ca
Mark Levine
Sales Executive
Amacor Marketing
mark@amacor.ca
Ian Malcolm
President
Desperado Marketing
416-481-3920 x 224
ian@desperadomarketing.com
Brenden Mallette
Manager, Global Partnerships
Maple Leaf Sports & Entertainment Ltd.
Brenden.Mallette@MLSE.com
Tim Maloney
Vice-President, Corporate Partnerships
Promotivate LP
416-433-5369
tmaloney@promotivate.com
Andrew Merai
Manager, Corporate Partnerships
Score Marketing Inc.
604-428-3394
andrew@scoreinc.ca
Sarah Miele
Sponsorship Account Manager
Canadian National Exhibition
416-263-3718
smiele@theex.com
Carol Mitchell
Manager, Program Development
Canadian Blood Services
519-671-8574
carol.mitchell@blood.ca
Ana Miura
Community Program Coordinator
RBC Bluesfest
amiura@ottawabluesfest.ca
Jesse Murphy
Specialist, Community Investment
Capital Power
780-392-5118
jmurphy@capitalpower.com
Rob Nadler
Vice President, Strategic Partnerships
TrojanOne
416-355-2685
rob.nadler@trojanone.com
Jacqueline Newell
Strategic Marketing Supervisor
3M Canada
519-452-6263
jnewell@mmm.com
Mary Nichols
Founder/President
FuseBox Media LLC
blackradioisback@gmail.com
Peter Niven
President
Expand a Sign Canada
1-877-397-7446
peter@expandasigncanada.ca
Seamus O’Keefe
Managing Director
SOK Associates
sok@sokassociates.com
David O’Reilly
Director, Corporate Partnerships
and Business Development
Toronto Blue Jays Baseball Club
416-341-3739
david.oreilly@bluejays.com
Norm O’Reilly
Senior Advisor, Consulting Group
TrojanOne
Matt McGlynn
Professor and Chair,
Adrienne Moak
Senior Manager, Sponsorship
Department of Sports Administration,
Events Officer
RBC
College of Business
VGH Foundation
416-974-9463
Ohio University
604-875-4676 x 68760
matt.mcglynn@rbc.comadrienne.moak@vghfoundation.ca
740-517-7242
norm.oreilly@trojanone.com
Tim McLaughlin
Narges Mohseni
Brand Manager
ChristopherOverholt
Seneca College
Steam Whistle Brewing
Chief Executive Officer
647-866-4030
416-362-2337 x 264
Canadian Olympic Committee
n.mohseni187@gmail.com
tim@steamwhistle.ca
coverholt@olympic.ca
Mark Monahan
Kendell McLean
Executive Director
Account Director
RBC Bluesfest
Magnet Engagement Group
mmonahan@ottawabluesfest.ca
416-705-5723
kendell@magnetengagement.com
81
Attendees
Mark Palmer
Senior Manager, Corporate Partnerships
& Business Development
Toronto Blue Jays Baseball Club
416-341-3739
Mark.Palmer@bluejays.com
Lea Parrell
President
Harmony Marketing
416-786-0615
lparrell@harmonymarketing.ca
Paolo Pastore
Business Development
NBA Canada Associate Director,
416-682-2005
ppastore@nba.com
Heather Peacock
Event Coordinator
Toronto General & Western
Hospital Foundation
416-340-4800 x 8585
heather.peacock@uhn.ca
Nick Peragine
Event Marketing Manager,
Sport Partnerships
TELUS
416-883-3289
Nick.Peragine@telus.com
Attendees
Jack Ross
Senior Vice President
The Agency Group
416-368-5599
jackross@theagencygroup.com
Brian Shurman
Business Development Manager
Stage and Screen Travel
416-570-0379
brian.shurman@stageandscreen.ca
Melissa Steadman
Marketing Head, Sponsorship
RBC
416-974-7214
Melissa.steadman@rbc.com
Mike Rouleau
Director of Operations
RBC Bluesfest
mrouleau@ottawabluesfest.ca
Hari Sihvo
Director, Sponsorship & Strategy
Molson Coors Canada
416-679-7647
hari.sihvo@molsoncoors.com
Ian Steaman
Partnerships
Embrace Entertainment
416-323-2759
ian@embracepresents.com
Aaron Silverberg
Vice President,
Marketing and Business Development
TimePlay
asilverberg@timeplay.com
Karen Stern
CFO
TrojanOne
416-355-2653
karen.stern@trojanone.com
Kelly Simpson
Manager, Sports Brand Marketing
RBC
416-974-9587
Kelly.simpson@rbc.com
Nina Suagh
Manager, Development
Scouts Canada
613-224-5134 x 290
nsuagh@scouts.ca
Mark Singh
Program Manager,
Environment & Energy
City of Toronto
416-392-9714
msingh@toronto.ca
Meredith Sumner
Manager, Corporate Sponsorships
BMO Financial Group
416-927-4901
meredith.sumner@bmo.com
Mark Sabourin
Publisher
The Sponsorship Report
705-653-1112
tsr@sponsorship.ca
Cara Salci
Manager, Partnerships
National Capital Commission
613-239-5678 x 5093
cara.salci@ncc-ccn.ca
Anna Samulak
Advancement Officer
Humber College
416-675-6622 x 5152
anna.samulak@humber.ca
Jim Sanderson
Commercial Manager, SUUNTO
Amer Sports Canada
905-944-4661
jim.sanderson@suunto.com
Aretha Phillip
Partnership Advisor Kristine Sanderson
Toronto Office of Partnerships
Recruitment Consultant
City of Toronto
aNIthing is Possible
416-392-6124
416-546-6986 x 3
aphilli@toronto.ca
kristine@anithing.ca
Matti Polychronis
Andréanne Sasseville
Corporate Partnerships Specialist
Director, Canadian Content Development
Port Metro Vancouver
and Industry Relations
604-665-9540
SiriusXM Canada
matti.polychronis@portmetrovancouver.com
416-513-7487
Andreanne.Sasseville@siriusxm.ca
Jonathan Prunier
Director, Donations and Sponsorships
Alyson Schmidt
National Bank of Canada
Associate
514-394-6663 x 46663
TwentyTen Group
Jonathan.Prunier@bnc.ca
416-583-2010
alyson@twentytengroup.com
Mason Quesnel
Ilivekyo
Allison Shalla
masonquesnel@gmail.com
Director of Marketing
RBC Bluesfest
Pete W. Quevillon
ashalla@ottawabluesfest.ca
Director, KidSport BC
KidSport
Dale Shaughnessy
604-333-3430
Regional Marketing and Sales Manager
pete.quevillon@sportbc.com
BT/A Advertising - Feld Entertainment
905-741-6411
Allison Ritcey
dale@btacreates.com
Recruitment Consultant
aNIthing is Possible
Andy Shibata
416-546-6986 x 2
Vice-President, Brand Marketing
ali@anithing.ca
RBC
416-974-3392
andrew.shibata@rbc.com
82
Jessica Smith
Director, Strategy Management
& Organizational Development
United Way Ottawa
jsmith@unitedwayottawa.ca
Lori Smith
Associate Vice President, Development
CAMH Foundation
416-535-8501 x 34301
lori.smith@camh.ca
Roger Smolnicky
Director of Business & Project Development
City of Leduc
780-980-8404
rsmolnicky@leduc.ca
Martin Spalding
Vice-Président,
Opérations et Ventes locales,
Radio, Québec
Bell Media
514-989-3811
martin.spalding@bellmedia.ca
Neil Spivack
Vice President
Magnet Engagement Group
416-822-6345
Neil@magnetengagement.com
David St. Helene
Production Manager
365 Productions
604-788-4841
david@365productions.com
Candace Sweet
Manager, Events and Sponsorship
Nova Scotia Business Inc
902-424-6814
csweet@nsbi.ca
Matthew Tan
Senior Manager, Business Development
University of British Columbia
604-882-2532
matthew.tan@ubc.ca
Jacquelyn Taylor
Senior Lead - Corporate &
Community Patnerships
Alzheimer Society of Calgary
403-290-0110 x 249
jacquelynt@alzheimercalgary.com
Brad Terakita
Marketing Manager
Bell Canada
416-948-7195
bradley.terakita@bell.ca
Vanessa Thomas
Managing Director, Canada
Songza
416-346-1887
vanessa@songza.com
Erin Thomson
Associate Director, Corporate Partnerships
Luminato Festival
416-368-3100
EThomson@Luminato.com
Giovanni Tomaselli
CEO
iON America LLC
giovanni@ION-WORLDWIDE.COM
Natasha Udovic
Senior Director, Corporate Partnerships
Luminato Festival
416-368-9362
NUdovic@Luminato.com
Dwayne Virag
Owner/Designer/Operations
Defined Designs
905-761-6333
dwayne@defineddesigns.ca
Tom Wright
Director of Operations
UFC
twright@ufc.com
Jeannette Yetman
Manager, Sport Tourism
Destination St. John’s
709-739-8899
jyetman@destinationstjohns.com
Peter Walker
National Fundraising Event Manager
Boys and Girls Clubs of Canada
905-477-7272 x 232
pwalker@bgccan.com
Michael Weisdorf
Director, Consulting Group
TrojanOne
416-355-2673
michael.weisdorf@trojanone.com
Liam Weseloh
Regional Vice President
Front Row Marketing Services
215-218-7514
lweseloh@frontrow-marketing.com
Dana White
President UFC
Mariah Whitney
marwhitney@gmail.com
Trevor Williams
Coordinator, Sports Brand Marketing
RBC
416-313-5246
Trevor.williams@rbc.com
Tina Williams
Senior Manager, National Promotions
& Strategic Partnerships
Cadillac Fairview
416-598-8452
tina.williams@cadillacfairview.com
Tyler Wilson
Manager, Partnership Sales
Vancouver Whitecaps
604-669-9283
twilson@whitecapsfc.com
Kyle Winters
VP Corporate Partnerships, Corporate
Alliances & Community Engagement
Heart and Stroke Foundation
416-489-7111
kwinters@hsf.ca
Lindsay Wright
Marketing Events Manager
Allstate Insurance
647-629-4583
lwright@allstate.ca
83
Notes
84
Notes
85
Notes
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