Revitalizing a Brand Through Sport
Mackenzie Investments came to us with the challenge of identifying the best sports-related tactics to revitalize and reposition their brand as a category leader in their home market of Canada.
Through research that was conducted with key internal stakeholders in combination with a comprehensive external landscape analysis, we identified definitive category ownership opportunities with the PGA Tour and select Canadian Olympic Winter sports (Ski Canada, etc.) that elevated and redefined the brand as both a market leader and as a Canadian leader. To further ensure these goals were achieved we worked with management and agency resources to develop and execute a comprehensive multi-market, cross-seasonal strategy that enjoyed tremendous popularity both with Mackenzie's management and key customers. This strategy was executed seamlessly in a program that featured sales-specific content at Mackenzie sponsored events, branding and messaging via the athlete ambassadors, traditional media, earned media, digital media, social media and beyond.