MKTG Launches Decoding Canada; a Proprietary Research Tool Providing Greater Visibility into the Effectiveness of Sponsorship and Sponsorship Activation with Canadian Consumers

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Decoding Canada provides an in-depth analysis of attitudes, engagement and activation tactics among other insights related to every major Canadian sponsorship property across a range of industries

Toronto, ON - April 30th, 2019 - MKTG Canada, a lifestyle marketing agency part of the Dentsu Aegis Network, is announcing the launch of Decoding Canada. A Canadian-first in-depth, research tool that explores the attitudes of Canadians with respect to sponsorship and sponsorship activation connected to every major property in the country across sports, entertainment, music, food, e-sports and more.

“At MKTG, our mission is to help make brands more human. We are thrilled to deliver on that promise by bringing this new audience-driven insight tool to our current and prospective clients so that we can build more impactful sponsorship programs together,” said Matthew Klar, Vice President of Strategy, MKTG Canada. “Regardless of the sector or industry you are focused on within sponsorship marketing, any brand will be able to capitalize on the data-driven insights derived from Decoding Canada which will give sponsor’s a new way of evaluating sponsorship decisions.”

Decoding Canada sets out to provide marketers with tangible insights into how to effectively reach and have a meaningful impact on consumers through sponsorship. This includes how to find them, and impactfully communicate with them in order to maximize the success of their sponsorship investment. A fundamental part of this equation is the introduction of a new industry metric: Receptivity. This is an examination of how receptive consumers are to sponsorship marketing and how their receptivity changes across demographic, region, property type and specific property.

In addition to delivering a better understanding of how receptive Canadians are to sponsorship, Decoding Canada will provide deeper insight than ever before on:

· Canadian perception or attitude towards sponsors

· Receptivity to sponsor messaging

· Activation tactic effectiveness

· A range of other insights, attitudes and consumption behavior metrics across different sponsorship properties 

Through the analysis of data, three very specific types of Canadians were identified:

· Receptives (those highly receptive to sponsor messaging) – 18% of consumers

· Selectives (those “on-the-fence” in their receptivity – they are amenable to sponsors and value their contributions, but don’t always engage) - 44% of consumers

· Non-receptives (fans who tune sponsors out completely) – 38% of consumers

“Decoding Canada provides proprietary insight on how to effectively and authentically influence or engage with consumers,” said Artsiom Biba, Account Manager, MKTG Canada. “A deeper understanding of your target audience is imperative for brand marketers when making investment decisions in sponsorship.” 

Decoding Canada will be leveraged as part of MKTG’s existing integrated client offering as well as a point of entry for brands looking to gain a greater understanding of the sponsorship landscape, identify potential opportunities and optimize their approach. 

For more information on Decoding Canada please visit:


About MKTG Canada

MKTG Canada humanizes brands by connecting them to passionate communities through sponsorship and lifestyle marketing. Headquartered out of Toronto, the agency provides national consulting, negotiation, activation and event management services to Tier 1 brands. With 40+ sponsorship specialists on hand the agency negotiates over $350MM in sponsorship contracts per year (based on lifetime value) and activates 140+ event days. The agency was recognized by the Sponsorship Marketing Council of Canada as Agency of the Year in 2017 and 2018.

About Dentsu Aegis Network Canada

Dentsu Aegis Network Canada Innovates the Way Brands Are Built for clients through best-in-class capabilities in media, digital, data and creative communications services. The network's focus on the digital economy and the distinctive products and services are delivered through agencies Amnet, Amplifi, Carat, Cardinal Path, DentsuBos, dentsu X, GRIP, ICUC, iProspect, Isobar, John Brown Media, MKTG, The StoryLab and Vizeum. As one of the top ten global Dentsu Aegis markets, the Canadian team is headquartered in Toronto and serves clients through a national network of offices in Vancouver, Calgary, Montreal, Saint John and Halifax with nearly 1,500 dedicated specialists.

For further information: David Gollom, Director, Communications, Dentsu Aegis Network Canada, Tel: 416-473-6287, Email: