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C&C Connected | February 20, 2019

*Photo courtesy Getty Images AsiaPac


Kia Nurse played a massive role in leading the Canberra Capitals to the WNBL (Australia) Championship. In her first year with the squad, Kia averaged more than 18 points per game, with her winning experience helping the team to its first league championship since 2010. What a way to cap off a tremendous season - congrats Kia!


February is shaking out to be a busy month for the athletes and broadcasters that Cimoroni & Company has the great pleasure to work with. You already know Kia won a championship, but did you know Mike Weir has also been busy with back-to-back strong finishes on the Tour?

Kate Beirness had the honour of sitting down with the venerable Doris Burke for an interview featured on this week's episode of the Her Mark podcast presented by WCL. It's also awards season in tinseltown, which means Ben Mulroney is going to be down at the Academy Awards for CTV's coverage of Hollywood's premier event.

In, and around the rink, Jeff Marek had a big week on the 31 Thoughts podcast as the NHL trade deadline is fast approaching, and Colby Armstrong was busy back on the ice while doing some great work giving back by raising funds for a Children's Hospital in the Pittsburgh community.


Two recent global developments, with somewhat opposing results, have us thinking about what’s going on in our industry not just here in Canada, but around the world. On one hand, tobacco brands are making a resurgence with their presence (to various degrees) through sponsorship of major professional sport properties, while at the same time, global consumer research is showing the public's increased demand for brands to demonstrate their what it is they stand for (beyond profit) to better engage with consumers.

Accenture recently published some valuable global insights on key factors beyond quality and price that influence purchase decisions. The consistent theme is PURPOSE. When brands demonstrate a purpose beyond profit, consumers are more likely to support that brand.

What does this mean for you? What brands do you want to associate your property with, beyond those with the biggest checks? What obligation do properties have to their fans to work with brands with values that reflect their own? What purpose does your brand have beyond profit, and how do your partnerships reflect this purpose?


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