#29: Scotiabank on Branded Content and Hockey Sponsorship - Mike Tasevski and Hayes Steinberg
The focus of this episode is Branded Content.
Now the concept of branded content is hardly new … brands like Nike and Red Bull have made it a cornerstone of their marketing plans for years. And perhaps unintentionally, they have led a subtle yet important pivot in the execution. More sponsors of branded content have bravely agreed to take a back seat… letting the story take centre stage. And ultimately, that makes the content more authentic and consumable.
That is exactly what Scotiabank did with Hockey 24, the beautifully crafted 90 minute documentary that celebrates hockey at every level… and through a diverse range of voices … across this country.
I’m joined by 2 key executives associated with the film.
Mike Tasevski – Vice President of Global Sponsorships at Scotiabank; and
Hayes Steinberg – co-owner & Chief Creative Officer at The Mark – the agency that developed the film
We discuss the genesis of the project, the sell-in the Scotiabank and the reason it was so important to the bank as an extension of their deep sponsorship of the NHL.
Mike also shares more about his mandate in one of the top sponsorship jobs in the country.
And we also discuss their respective journeys, their mentors and their professional development advice. Hayes and Mike are 2 very intelligent people with super-hi EQ. They speak purposely, passionately and eloquently.
I hope you enjoy!
Now the concept of branded content is hardly new … brands like Nike and Red Bull have made it a cornerstone of their marketing plans for years. And perhaps unintentionally, they have led a subtle yet important pivot in the execution. More sponsors of branded content have bravely agreed to take a back seat… letting the story take centre stage. And ultimately, that makes the content more authentic and consumable.
That is exactly what Scotiabank did with Hockey 24, the beautifully crafted 90 minute documentary that celebrates hockey at every level… and through a diverse range of voices … across this country.
I’m joined by 2 key executives associated with the film.
Mike Tasevski – Vice President of Global Sponsorships at Scotiabank; and
Hayes Steinberg – co-owner & Chief Creative Officer at The Mark – the agency that developed the film
We discuss the genesis of the project, the sell-in the Scotiabank and the reason it was so important to the bank as an extension of their deep sponsorship of the NHL.
Mike also shares more about his mandate in one of the top sponsorship jobs in the country.
And we also discuss their respective journeys, their mentors and their professional development advice. Hayes and Mike are 2 very intelligent people with super-hi EQ. They speak purposely, passionately and eloquently.
I hope you enjoy!
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