Irish Sponsorship Summit 2017 Speakers
Founder, Lesa Ukman Partnerships, is joining us from Chicago
Lesa Ukman launched IEG in 1982 introducing the idea that businesses which partner with the sports, arts, entertainment and nonprofits their customers and employees love, outperform their competitors by a huge margin. Her ideas and ideals spawned an industry that changed marketing for good and forever. In May 2016, after selling IEG to WPP, the world's largest marketing holding company, she launched Lesa Ukman Partnerships and for the second time in her career she unleashed an entirely new algorithm for capturing the value generated by partnerships. Now, instead of calculating the financial return for a sponsor, the new ProSocial Measurement Service calculates the social capital created by rightsholders and sponsors for the communities in which they operate." Sponsorship began as a way to drive brand value. Later, fan engagement was added as a key metric. Now, we are entering a third stage in partnership ROI, the creation of lasting social value. But, if we’re to expect still higher things of business and rightsholders in the future—and if the creation of social capital is to be a source of competitive advantage—we need a tool to rigorously and robustly measure social value."
SVP Strategic Partnerships, Globe – Universal Music
Jennifer Hills is the SVP Strategic Partnerships of Globe, Universal Music UK’s commercial and creative partnership division. Globe was established in 2012 as a one-stop shop for all Universal Music’s brand partnerships, sync and TV production activities. Jennifer started her career 16 years ago at Brand Entertainment agency Cake and following roles heading up the Content & Partnership divisions at Mediacom and Carat Global, she joined Universal Music in 2012. Leading the relationships with Globe’s brand and agency partners, Jennifer has developed over 100 brand campaigns creating music strategies, activations and content production with music artists including award winning campaigns with ASOS and Ellie Goulding, B&O with Paul McCartney and recently the Global launch of Metallica’s new album with Vans.
Director, Global Consulting at Two Circles, is joining us from London
Phil joined Two Circles from Chelsea Football Club, where he was responsible for developing what is widely regarded as one of the leading CRM programmes in the sports industry and a core enabler of the club’s rapid commercial growth. He is now responsible for the quality and innovation of Two Circles client work on an international basis, maximizing the benefits of their unique position within ESP Properties, GroupM and WPP to redefine the sports marketing agency offer. Two Circles is a multi award-winning agency working with many of the leading sports rights holders, utilising data to help them grow commercial revenue and build better relationships with fans, brands and the media. Two Circles have helped their clients form new types of commercial partnerships, driving increased revenue for rights holders, better experiences for fans and ROI for sponsors.
Head of Sponsorship, Southampton FC, is joining us from Southampton
Stuart heads up the sponsorship team at Southampton FC, securing and managing a sponsorship portfolio for the 16/17 season that includes: Under Armour, Virgin Media, Sportpesa, Carlsberg, Garmin, Premier Punt, Southampton Solent University, Healthspan, Draper Tools. Leading a team to find truly integrated partners that deliver a platform to nurture, engage and entertain audiences that drive measurable value and deliver partnerships that meet and exceed our partners marketing objectives. Stuart has developed new digital and offline assets that cut through the crowded sports marketplace but remain true to the values of Southampton FC.
Digital Media Strategist, Seven League, is joining us from London
Charlie works in the sphere of live events, particularly sports with clients including UEFA, the Premier League, FC Barcelona, Great British Racing and the England & Wales Cricket Board. Particular areas of expertise include: monetisation of digital content, global audience analysis, digital sponsorship activation, membership models, ecommerce and organisational transformation
Head of Marketing, Brand and Digital, Marylebone Cricket Club
Elly and her team are responsible for the planning and delivery of the brand, marketing and online and offline customer experience strategy at Lord’s Cricket Ground. Elly is focused on tackling the consistent alignment of the brand and marketing promise all the way through the implementation of the customer journey to ensure the experience meets and exceeds customers’ expectations.
SVP, Fenway Sports Management, is joining us from Boston
John is responsible for selling multiple properties under the FSM portfolio John sells integrated sponsorship and marketing partnerships across Fenway Sports Group’s prestigious portfolio of properties, and also oversees the sponsorship and marketing sales efforts for FSM’s exclusive property representation clients. John leverages his experience driving high-impact sales opportunities for elite sporting brands including the Boston Red Sox, Liverpool Football Club, Boston College, LeBron James, NESN, the Deutsche Bank Golf Championship, and Roush-Fenway Racing to build the firm’s sales infrastructure and guide the sales team in delivering ROI-driven sponsorships that connect FSM’s clients directly with the audiences they wish to reach.
President, Homeless World Cup
The President of the Homeless World Cup, Mel Young, is recognised as one of the world’s leading social entrepreneurs by the Schwab Foundation for Social Entrepreneurship and is a Schwab Fellow of the World Economic Forum. He was named a Senior Fellow by the Ashoka Foundation in 2014. Mel previously worked as a journalist and co-founded The Big Issue in Scotland in 1993. He also co-founded Senscot (Social Entrepreneurs Network Scotland) and is the former President and Honorary President of INSP (International Network of Street Papers). He also set up City Lynx magazine and New Consumer Magazine, and worked on a community newspaper in Wester Hailes in Edinburgh in the 1990s. He is currently the President of the Homeless World Cup which he co-founded in 2003. He is also a non-executive director on the boards of Sportscotland and Glasgow Life, and a member of the World Economic Forum Sports Agenda Council. He has been awarded three honorary degrees from Scottish universities. He is a lifelong supporter of Hibernian FC and the author of GOAL! The story of the Homeless World Cup.
Havas Sport and Entertainment & ESA Board Director, is joining us from London
Fredda is originally from Boston, MA and has worked with a diverse group of brands throughout her career including American Express, Atos, Bacardi, Barclays, Carlsberg, Coke, Esprit, Eurostar, FIFA, Gillette, HSBC Premier, the International Olympic Committee, ITV, Kingfisher, Lloyds Banking Group, MINI, NBA, Nestle, NOS, Novartis, Oppenheimer Financial, Orange, Powerade, VISA, and Yahoo! amongst others, and have had the privilege of working on large-scale, international sponsorship programs, brand experiences and integrated marketing programs from World Cup 98 to American Express' sponsorship of the Rolling Stones Bigger Bang Tour, to Wimbledon, to Milan Fashion Week to London 2012 sponsor programs and everything in between and beyond. I have a great appreciation for Grey Goose and cranberry (or champagne when no vodka is around), travelling, good food and wine, The Princess Bride, great books and giggling with my gorgeous daughter Ella (17) and my adorable son Noah (11) who thinks he is the ultimate super hero (minus the tights). I’ve been on the Board of the European Sponsorship Association since 2012. Very important: I have an unnatural fear of clowns. It's been a great ride so far.
Humourist, Writer, Broadcaster
Colm O'Regan tells stories across a number of different jobs - as comedian, columnist for the Irish Examiner and Farmer's Journal and broadcaster with RTE Radio 1’s Drivetime, BBC World Service’s In The Balance and BBC World News’ Talking Business. He has also written and presented the PPI national radio award winning "Colm O'Regan wants a word" for RTE Radio 1. Every month he MCs the Dublin 'leg' of one of the world's most famous storytelling nights The Moth where he introduces stories from people about extraordinary events in their lives. As a standup comedian, he has performed all over the world on RTÉ’s Late Late Show and on Comedy Central. Colm also set up and runs the @irishmammies Twitter account which, with over 210000 followers was the inspiration behind his previous three bestselling books of Irish Mammies. His latest book Bolloxology published a month ago is already a best seller As an events host and MC Colm communicates on a regular basis with multinational and indigenous Irish companies across a huge range of industries from Pharma to Farming, Energy, semi-states and the not-for-profit sector.
Head of Strategy, MEC
Colleen grew up in a family of retailers, who always understood the power of a good story- both to enjoy and understand life but also to connect to their customers. I believe that telling a story is key to connecting with our customers, but also in being clear about what we do and why we do it. As a strategic storyteller, I combine my knowledge of brand planning, insights and research to help clients tell their stories more effectively. I work with a range of collaborators to bring story telling techniques to a range of business challenges- sharing insights, change management, leadership, sales, harnessing data, creating engaging content and briefing new communications campaigns. My approach is to lead clients through a three step process to find what the most engaging element is for their audience, how to shape this into a compelling story, and to tell this story in the most impactful way.
Head of Wavemaker @ MEC
Gavin's experience stems from many forms of Sponsorship, from the realms of corporate B-B sponsorship to some of the largest financial institutions hailing from Canary Warf to consumer sponsorships spanning live experiences and purely media focused properties. Gavin brought Jenson Button and the McClaren Formula 1 team to Ireland for one of the largest ever brand activations attracting 110,000 people, managing sponsorship Investments exceeding €1.8M. Throughout his career, he has constantly delved deeper into the World of content marketing highlighting the ability sponsorship has as a vehicle to deliver effective content marketing. Working with brands like Top Gear on their Global Work tour allowed me to introduce brands into essentially a live theatre performance in a way that was highly engaging and allowed the brands story to be instilled in the content in a way that was editorially justifiable. As part of my role within Wavemaker, I get to bring this experience to the forefront and use it to create exciting new ways for our brands to embark on content marketing, in many cases for the first time.
Senior Brand Manager, General Mills & Yoplait Ireland
Gráinne is a knowledgeable marketeer with over 9 years’ experience working on international brands, all number 1 and number 2’s in their respective categories. Gráinne’s ability to leverage her skills in brand management and driving brand growth is down to her endorsement of a Consumer First mindset, ensuring the organisation puts the consumer at the heart of everything that they do from the very beginning. In September 2016, she led the localisation and launch of Yoplait’s First Masterbrand campaign outside of France ‘I Love My Age’. The communication strategy focused on re-igniting brand love and engaging with consumers emotionally through fostering a sense of community amongst Yoplait’s heartland consumer. The clever use of the French subtitled character stories at the beginning of the digital burst built a foundation for ‘I Love My Age’, which led to the development of localised Irish content featuring everyday Irish people of all ages, enabling Yoplait to bring their Brand Purpose to life in a whole new way. Telling the story of ‘I Love My Age’ with a social media lens not only reached and resonated with the Yoplait audience, it engaged with them and they reacted in high numbers. As a result, the seamless media mix of TV and Digital meant that Yoplait was not only seen as Ireland’s No. 1 Yogurt Brand, it became consumers' number one choice and a brand they fell in love with all over again.
President, Lumency INC, is joining us from Toronto
Ian is president of Lumency, a client side sponsorship and experiential marketing agency, with a team of 60 strong, in offices in Toronto, New York and Chicago. Founded in Toronto in 1996 as Desperado, as it celebrates its 20th anniversary, the Toronto-based experiential and sponsorship agency has taken on a new identity, rebranding as Lumency. With a reputation for exceptional work and unwavering commitment to their clients’ businesses, Lumency connect brands with customers through sponsorship and engaging activations. Lumency is built on a client centric business model, and in order to understand our clients’ needs, we first understand their business. We don’t view ourselves as simply a service vendor to our clients, but as an involved long-term agency partner with an insider’s awareness of all aspects of their business. The agency has also developed a series of proprietary tools to measure insights and ROI on events, working with clients including Tim Hortons, Toyota, Lexus, Telus and Labatt.