XMC PLAYS KEY ROLE IN THE FORMATION OF THE SPONSORSHIP ADVISORY GROUP
October 22, 2020 – The Sponsorship Advisory Group (SAG) is a partnership between the Canadian Marketing Association and the Sponsorship Marketing Council of Canada that was envisioned by our President, Steven Lewis one year ago. Today, this new thought leadership group is fully functioning and driving awareness of sponsorship as a critical pillar in the integrated marketing mix. XMC is excited to engage with industry leaders across brand, property and agency to develop content that matters. We are pleased to share the following instructive piece from SAG contributors Kelly Cranston of Visa and Mark Thomas of RBC.