CLIENTS

TWG WHITE PAPER
SERIES

Legacy Work

Atlantic Lottery Commission

Goal: Introduce property buying strategies into a company that was overspending on
a variety of activities
Results: Developed a sport and event strategy for Atlantic Lottery Commission with special emphasis on sports brands: Over/Under and Pro Line
Fewer, bigger, better events as opposed to “all things to all people”

Bank of Montreal Canadian Women’s Open

Goal: Find a Canadian property that would resonate with Bank’s employees (mostly
female) and retail customers
Results: Negotiated title sponsorship agreement; wrote Bank strategy; managed and
executed Bank marketing and promotional programs and on-site activation and
coordinated annual measurement

Bell Canadian Open

Goal: Find a property to reinforce Bell’s market leadership position as they entered
into a competitive telecommunications marketplace
Results: PGA Tour title sponsorship reinforced Bell’s position as a major
National/International company
Negotiated title sponsorship agreement; wrote Bell strategy; managed and
executed Bell marketing and promotional programs and on site activation and
coordinated annual measurement

Canada Cup Hockey / World Cup Hockey

Goal: Maximize revenue for the Tournament(s)
Results: Managed the tickets for the 1981 Canada Cup Hockey Tournament
Developed, managed and executed promotions for 1984, 1987 and 1991 Canada
Cup Tournaments
Developed, managed and executed the World Cup of Hockey Express for the
1996 World Cup of Hockey

Canada Cup of Volleyball / Canadian Superstar Volleyball

Goal: Create a new, hip “make” of the sport of volleyball and to promote this image
nationally and internationally
Results: Created and managed the first to fourth Canada Cup of Volleyball
tournaments
Managed over 3,000 volleyball and sport events from 1972-1989
Created and produced Canadian Superstar Volleyball on behalf of the CVA, IVBF
and Global Television
26 week series for 3 years

Canadian Figure Skating Association

Goal: Find a way to increase revenues
Results: Developed strategy to package National team, National Championships,
International events, grassroots programming and television to maximize revenues
for CFSA
Found sponsors for both National Championships and international event (Skate
Canada) and series of Association sponsor partners

Canadian Olympic Committee (COC)

Goal 1995: Develop a new brand for the COC and extend to all communication
vehicles. Also, develop a new sponsorship and merchandising strategy
Results: New sponsorship and merchandising program, which was launched through
the new branding campaign, far exceeded the COC’s financial goals established for
the 1996 Atlanta Olympics, setting a new “water-level” for sponsorship and
merchandising revenue targets
Goal 2001: Find additional forms of revenue to complement sponsorship stream
Results: Developed alternative revenue strategy that included licensing, special
offers and an endowment campaign

Canadian Tire Corporation

Goal: Introduce property buying strategies into a company who was supporting a
variety of vendors’ programs, but had no measurement system to track return on
investment
Results: Developed, managed and executed sport and event strategy and plans
(with annual revisions) for Canadian Tire including Canadian Tire National Cycling
Series, the Ultimate Face-Off and the development of proprietary programs for Team
Canadian Tire, Motomaster and Mastercraft brands
Developed strategy for Canadian Tire Child Safety Foundation and Stay Alert,
Stay Safe program
Program advanced to the point where vendors’ dollars now fund Canadian Tire
programs

Caribana International Festival

Goal: Enable a multicultural community to celebrate its lifestyle and culture. Deeply
in debt and fractious, TWG brought organizational structure and strategic planning to
the community and then developed its marketing and partnership plan
Results: Developed the event and partnership strategy for this Toronto International
Multicultural Festival
Grew spectator and participant base from 185,000 to 1.5 million and cemented
over $2 million in annual sponsorship

Honda Grand Prix of St. Petersburg

Goal: Prepare a plan for the owners of the race, Andretti-Green, to maximize
revenues
Results: Developed sponsorship strategy and revenue plan for inaugural Honda
Grand Prix of St. Petersburg. Year 1 revenues exceeded budget by $500,000.

Labatt / Interbrew

Goal Labatt: Develop a plan for Labatt as Team Owner of Toronto Blue Jays to
spend less and still receive beer category value
Results: Developed strategy to divest ownership and sponsorship of Toronto Blue
Jays (1995)
Goal Budweiser: Develop a plan for Budweiser to leverage NFL rights in Canada
Results: Developed, managed and executed NFL program for Budweiser (2002-
2004)

Molson

Goal: Develop a program to compete with Labatt, who held NFL rights
Results: Creation, management and execution of the Coors Light Silver Suite near
association program with Monday Night Football (2001)
Goal: Provide Molson with a strategy for hockey, where they had held NHL and
individual team rights for years, but were being faced with significant competitive
bidding from Labatt
Results: Decided to give up NHL rights and kept more valuable team rights
Developed, managed and executed Molson NHL and Canadian team strategy
including proprietary programs, Best Seats in the House and Rivalry Trains –
(2000 -2003)
Goal: Develop leveraging plans for Molson’s annual $7MM investment with Toronto’s
CART race
Results: Managed and execute programs and plans for Molson Indy (CART) race
(2000-2003). Brought in partners to offset costs

National Community Tree Foundation

Goal: Create a program that would legitimately cause change in urban centers, but
would be supported solely by marketing partners
Results: By integrating 65 corporate partners and with the help of 22 tree planting
partners, TWG planted 250 million trees in urban centers on behalf of NCTF
Created, managed and found partners to manage the program for six additional
years

National Congress of State Games

Goal: Create a national strategic plan that would coalesce a disparate and
struggling, but well-meaning, collection of State Game organizations and develop a
partnership marketing/sponsorship plan that would facilitate the financing of the
strategic plans operations
Results: Based on the Olympic Games model, created State Games in
- 37 States for Summer Games
- 14 States for Winter Games
500,000 athletes participate nationally in State Games each year
90 sports are offered in competitions in 536 communities for participants from
over 6,000 cities and towns
85% of State Games costs are managed by partners

Net Aid Global Action Awards

Goal: Transpose the global success of the Net Aid concerts into a global, actionable
event targeted at the defined audience of high school aged social activists working
on issues of extreme poverty
Results: Created an International Awards program; acquired Quincy Jones as Chair
and brought together the most effective high school students in the fight against
poverty

Northern Telecom Tucson Open

Goal: Create a strategy to value Northern Telecom’s sponsorship of Tucson Open
Results: Sponsorship was not providing sufficient returns, therefore developed plan
for NorTel to exit Tucson Open

Olympic Projects

Goal: Develop programs that would leverage their involvement with the Olympic
brand
Results: Developed, managed and executed strategy and plan for Weston Foods for
1988 Calgary Olympics
Developed leveraging and promotional activities for Petro Canada Torch Relay in the
1988 Calgary Olympics
Developed leveraging and promotional plan for Canadian Tire Corporation for 1988
Calgary Olympics
Developed, managed and executed strategy and plan for Bell Canada and Stentor
Alliance for 1996 Atlanta Olympics, 1998 Nagano Olympics and 2000 Sydney
Olympics
Developed, managed and executed strategy and plan for Coca Cola for 1996 Atlanta
Olympics and USOC plan
Developed, managed and executed strategies and plans for Kodak Canada over an
eight year period, starting with the 1996 Atlanta Olympics
Developed, managed and executed strategy and plan for Kellogg’s for both the 1996
& 2002 Olympics

Pacific Asia Travel Association (PATA)

Goal: Establish a membership (by country) based on experiential action that would
impact and benefit the whole Pacific Rim Region
Results: Created the Pacific Region focused series “Road Less Traveled TV series
for PATA and partners

Purolator Courier

Goal: Find a property for Purolator that gave them a sense of ownership and could
break through the general sports clutter and compete with the significantly larger
amount of dollars being spent by FedEx and UPS
Results: Developed, managed, executed and measured a sport and event strategy
for Purolator with the Canadian Football League
Purolator’s Tackle Hunger Program received numerous National and
International Awards

Real Madrid Football Club

Goal: Help Real Madrid understand the value of their brand in the US and what
areas they should try to leverage
Results: Developed a strategy and plan for Real Madrid to enter US and expand
brand

Sports Marketing Council of Canada

Goal: Provide national amateur sport governing bodies with a “sum of the whole is
greater than the parts” partnership marketing strategy
Results: On behalf of the Canadian Sport Minister Otto Jelinek, TWG created,
developed, and managed a combined marketing strategy and partnership acquisition
program for 87 sport governing bodies

*TD Bank Financial Group (TDBFG) – Jazz Festival Sponsorship

Goal: Identify a sponsorship platform that all divisions of TDBFG could use to
leverage consistently and focus sponsorship activity. Also, develop a strategy to
deliver against TDBFG’s brand positioning of comfort and its increase share of wallet
objective
Results: Refocused $5 million Toronto Maple Leaf Hockey Sponsorship to a $3
million national sponsorship involving 9 jazz festivals
Year 1: Established TD as a major player in Music
Year 2: Expanded the music platform to all genres and strongly positioned TD as
the Bank of Music
3,550,000 jazz fans attended

*The National Sport Commission of Mexico

Goal: Create a non-profit, non-governmental sport fund to facilitate the involvement
of Mexican corporations in the delivery of sport programs to the public. Also, create a
community based sport plan that measures the equitable development of sport from
grassroots to elite levels
Results: Created the National Sport Fund (NSF) and under the “Imagine” brand had
corporations voluntarily contribute 1% of after tax profits to help fund the campaign
Targeted and sold partnerships for NSC programs, generating $7 million, and
taught transfer skills for legacy management

The Nestle All Japan (Zen Nikku) Teacher’s Awards

Goal: Find the means to recognize teachers up to the post-secondary level for
innovation and excellence in specific teaching categories. Program was to be driven
from a local community level but delivered nationally, partnership-funded and
independent of government influence
Results: Partnered with Dentsu and McCann Ericson and delivered a $14 million
investment from Nestle to be the title sponsor (which was a first for Japanese
government)
Delivered the application and voting procedure, focusing on retail p.o.p.
concepts, to deliver 2:1 ROI to Nestle
Created direct marketing campaign to homes for Nestle (which was a first for
Japan)

The Sport Resort: Sacramento, California

Goal: Create a partnership program to generate contractually obligated income (COI)
of $24 million a year to finance the bond and construction financing of the property.
This program will focus on integrating the property’s 16,000 daily visitors into a
partnership package that covers naming rights, founding partners, suppliers, pouring
rights, and marketing partners
Results: Development of the partnership program for this $500 million, 84 sport multi-use venue, residential and commercial center
Currently in the entitlement process and land development process

World Cycling Championships

Goal: Develop a plan to maximize local revenues given that the ICU controlled
international rights and sales
Results: Developed sponsorship and marketing plan for 2003 World Cycling
Championships. Surpassed budget objectives.