[Top Agency Series] Unlocking the Potential of Sponsorship Marketing With Bonnie Hillman of A&C

Bonnie Hillman is the President and Owner of A&C, a full-service communications and sponsorship agency with roots in arts and culture. With a career spanning decades, she acquired the 40-year-old agency in 2004 and significantly expanded its services to include public relations and digital marketing. Bonnie is a seasoned expert in high-level negotiations for sponsorship deals and naming rights, clinching prominent partnerships with brands like TD Bank and Johnny Walker. Beyond her role at A&C, she's a board member of the Sponsorship Marketing Council of Canada and has a flair for creative solutions in client acquisition and sponsorship campaigns.  In this episode… Have you ever wondered what it takes to negotiate million-dollar deals and make a name for yourself in the competitive world of marketing sponsorships? What about acquiring an established agency and navigating the tricky waters of ownership transfer and business growth? How does one even begin to approach such mammoth tasks? Public relations and communications expert Bonnie Hillman delves into her remarkable journey of acquiring the agency A&C and the strategic maneuvers she employed to drive the company's success in sponsorship and communications. She shares valuable insights from negotiating the agency purchase to structuring deals to increase brand visibility and create immersive experiences for clients. Bonnie also discusses the evolution of A&C from an arts-focused agency to a wide-ranging powerhouse in the publicity sector, emphasizing the importance of establishing strong and clear values in high-stake negotiations. In this episode of Inspired Insider Podcast, Dr. Jeremy Weisz interviews Bonnie Hillman, President and Owner of A&C, about the intricacies of business acquisitions and sponsorship marketing. Bonnie talks about A&C and what it does, the keys to structuring a successful acquisition and maintaining business operations amidst the transition, recent shifts in the sponsorship landscape, and key negotiation tactics.

Chris Yates is the Founder of Rhodium Network, a community and events platform designed to support digital entrepreneurs through facilitating business deals, partnerships, and connections. Before his current venture, he made waves in the digital marketing agency realm and was instrumental in a series of online businesses, culminating in impressive profits. With roots in an entrepreneurial family, Chris learned the business from his father's publishing enterprise and various subsequent ventures. He later channeled this upbringing, combined with his tech-savvy skills, into cultivating an environment where business deals and partnerships flourish among members. Chris owns and manages a portfolio of income-producing websites and teaches others the best practices for securely purchasing established websites. In this episode… Have you ever felt like you're on a hamster wheel, tirelessly grinding but craving a more impactful and efficient way to run your business? The road to entrepreneurial success can be isolating, but what if there was a way to navigate it with a community of like-minded individuals? Internet entrepreneur Chris Yates delves into how he founded Rhodium Network to address the loneliness and isolation often felt by successful digital entrepreneurs. He shares his challenges, from the emotional decision to sell part of his business portfolio and mastering the art of online business acquisitions to harnessing the power of community for personal and professional growth. Chris also discusses the evolution of Rhodium, from its first meeting to its current offerings, including highly curated events and an engaged online community, revealing the value of blending offline and online interactions. In this episode of Inspired Insider Podcast, Dr. Jeremy Weisz interviews Chris Yates, Founder of Rhodium Network, about building and nurturing digital entrepreneurship. Chris discusses the organic growth of Rhodium Network and what it does, the transition from an agency-based business to focusing on acquiring digital companies, fundamental lessons learned from acquisition experiences, and the integration of a robust community model to maintain engagement among digital entrepreneurs.

Michael Cirillo is the CEO of FlexDealer, a dynamic marketing agency dedicated to revolutionizing the way car dealerships attract leads and enhance marketing ROI by utilizing innovative SEO strategies and targeted digital advertisements. Under his leadership, FlexDealer has distinguished itself by becoming an official partner of Toyota Canada. Michael is deeply involved in the automotive community as the Chief of Staff at ASOTU and the host of The Dealer Playbook, a top-rated automotive podcast that offers invaluable insights into the industry. In this episode… Have you ever considered how the deepest of lows could pave the way to the most inspiring highs? How can a journey overshadowed by doubt and depression lead to a thriving business that radiates trust and expansiveness? Michael Cirillo shares his transformative journey from battling depression and suicidal thoughts to becoming a pivotal figure in the automotive market through digital innovation. Unlike traditional marketing agencies that offer a one-size-fits-all solution, FlexDealer distinguishes itself by offering tailored strategies that consider the unique challenges and opportunities of each auto dealer. This approach, combined with a dedication to building long-term relationships based on trust and value, has enabled FlexDealer to maintain decade-long partnerships with clients, emphasizing the power of adapting and evolving in a fast-paced digital world. In this episode of the Inspired Insider Podcast, Dr. Jeremy Weisz sits down with Michael Cirillo, CEO of FlexDealer and host of The Dealer Playbook podcast, to talk about overcoming personal and professional challenges to achieve success. Michael's personal journey serves as a powerful reminder of the impact of gratitude, the importance of seeking help during difficult times, and the transformation that can occur when you align your professional endeavors with a deeper purpose. His insights into the automotive industry and the evolution of digital marketing strategies offer valuable lessons for entrepreneurs and business owners in any sector.

Jeff Wetzler is the Founder of Ask Approach, a platform dedicated to breakthrough leadership and personal growth through a five-step methodology. Jeff is also the author of the book Ask, which provides practical tools and strategies for enhancing leadership and tapping into hidden wisdom. He has over 25 years of experience in leadership development, including his tenure as Chief Learning Officer at Teach For America and as Co-founder and Co-CEO of Transcend, a nationally recognized educational innovation organization. In this episode… Have you ever wondered how leaders can best create a psychologically safe environment, cultivating a workplace culture of curiosity and open communication? Once these concepts are understood, what’s the best way to implement them? Jeff Wetzler emphasizes the importance of creating a culture where people feel safe to communicate openly without fear of judgment. He shares a personal story about a high-stakes event where his team failed to disclose issues because they didn't feel safe, leading to a near disaster. This experience underscored the necessity for leaders to foster psychological safety by building genuine connections, being transparent about their intentions, and demonstrating resilience. Jeff also dives into the art of asking quality questions, listening effectively, and reflecting on feedback, which are all instrumental in tapping into the hidden wisdom within any team. In this episode of Inspired Insider Podcast, host Dr. Jeremy Weisz sits down with Jeff Wetzler, Founder of Ask Approach, to explore how psychological safety and curiosity can transform organizational culture. Jeff emphasizes the importance of reflection and connection to enhance learning and build strong relationships, offering valuable insights for leaders looking to drive meaningful change in their organizations.

Andy Buyting is the Founder and CEO of Tulip Media Group, an agency providing custom print and digital marketing strategies that generate leads and grow your business. He is a two-time international bestselling author, a serial entrepreneur, and a keynote speaker passionate about business development and strategic advising. Andy has a track record of scaling businesses, including growing a family business into a multi-million-dollar enterprise. He is known for his innovative marketing approach, particularly in leveraging print media and authority positioning to drive business growth. In this episode… Have you ever flipped through a gorgeously laid-out magazine and felt compelled to know more about the brand behind it? This tangible source of information catalyzes business growth, distinguishing a company as the leader in its field. But how can you strategically craft content, whether in print or digital forms, to elevate your market position and amplify your voice in an industry? Scaling coach Andy Buyting delves into his journey of revolutionizing business marketing. With a keen eye for leveraging printed media's potential, he discloses how he uses custom magazines to bolster clients' industry authority. He draws on his experiences to demonstrate how a well-orchestrated mix of digital and printed content can attract and retain customer attention. Additionally, Andy shares tactics from his first-hand experience driving sales growth without a traditional sales team. In this episode of Inspired Insider Podcast, Dr. Jeremy Weisz interviews Andy Buyting, Founder and CEO of Tulip Media Group, about the transformative power of marketing through customized print media. Andy discusses who Tulip Media Group does, how print media can drive customer engagement in a digital age, the process of content coordination and publication for client magazines, and strategies for boosting sales without a traditional sales team.

Dobbin Buck is the Chief Revenue Officer and Co-owner of GetUWired, a full-service digital marketing agency specializing in web development, marketing automation, and creative content. Alongside his partners, he has expanded the team from a modest five to a roster of 50 diligent professionals. Through his journey, Dobbin has harnessed culture, leadership, business development, and operational efficiencies to carve a niche for the agency in the digital landscape. He brings a hands-on approach to strategy, technical competency, and narrative-based content. In this episode… Have you ever wondered what it takes to scale a business from the ground up, especially when life throws you curveballs? The evolution of an agency is not just about the services offered, but also about the people behind the scenes and their shared values. But how do you navigate the ups and downs, ensuring your culture remains intact? Marketing guru Dobbin Buck shares his incredible story of transformation from a dire personal low to becoming the co-owner of a thriving marketing agency. He says their success was through investment in a unique team structure and an in-house mentorship program, which has fostered a culture of growth, collaboration, and resilience. Dobbin's journey underscores the power of resilience, redefining potential, business development, and the power of a strong community in the workplace. In this episode of Inspired Insider Podcast, Dr. Jeremy Weisz interviews Dobbin Buck, Co-owner and Chief Revenue Officer of GetUWired, about crafting superior client experiences and driving agency growth. Dobbin discusses GetUWired's holistic approach to web marketing services, strategies for hiring and nurturing talent that align with core company values, business partnerships, and the evolution of GetUWired's service offerings.

Alex Chan is the COO and Co-founder of AntiSocial Solutions, a social-first agency focused on storytelling, user journey, and brand voice through social media platforms. With over 20 years of experience in business development, corporate operations, and digital marketing, Alex has helped businesses of all sizes build powerful professional brands, contributing to the agency's significant growth serving clients across Canada and the US for over a decade. Beyond his professional achievements, Alex is also an investor and founder of Mascot Brewery, showcasing his diverse expertise and entrepreneurial spirit. In this episode… What makes an entrepreneur successful in navigating the ever-evolving landscape of social media and digital marketing? How do they manage to build and sell multiple businesses while maintaining a strong company culture? What exactly happens when they decide to sell their thriving agency to a larger corporation? Alex Chan shares his experience of starting and scaling a marketing agency in today's highly competitive digital landscape. From understanding the pivotal role of social media to the intricacies of mergers and acquisitions, Alex delves into the challenges and victories of developing a business from the ground up. He offers candid reflections on hiring, pitching to clients, and the complexities that come with integrating two companies' cultures post-acquisition. In this episode of Inspired Insider Podcast, host Dr. Jeremy Weisz sits down with Alex Chan, Co-founder and COO of AntiSocial Solutions, to discuss the importance of hiring the right talent, maintaining a strong company culture, and kindness in the workplace. He also delves into the complexities of mergers and acquisitions, emphasizing the need for a cultural fit and strategic alignment when merging with larger entities. The conversation provides valuable lessons on scaling a business, managing financial growth, and ensuring a smooth transition for both employees and clients during an acquisition.

Carl Smith is the Owner of Bureau of Digital, a community made up of a diverse mix of digital professionals. Carl spent about 15 years in advertising before launching his first digital agency, nGen Works. He ran nGen Works for 12 years, constantly experimenting with different models of management and team structure.  Toward the end of the run, Carl attended his first Bureau of Digital event and loved the concept of building a community in the web industry. A few years later, he closed his agency and took over the Bureau of Digital in 2016. He now spends every day connecting with digital professionals to give them the support they need. In this episode… Navigating the complexities of the digital agency space can be daunting. How would connecting with like-minded professionals change that experience? Have you ever considered the impact of peer support in the entrepreneurship world? Carl Smith, a leading voice in the digital industry, uncovers the power of community in the digital agency landscape. He shares his experiences with nGen Works, highlighting lessons from trying unconventional management models to engaging with the first-ever digital event — lessons that carved the path for the Bureau of Digital. He also addresses the intricacies of agency finances, from facing potential layoffs to making strategic hiring decisions. Carl’s approach emphasizes the value of transparency, company culture, and the realization that every agency head has unique challenges. In this episode of Inspired Insider Podcast, host Dr. Jeremy Weisz interviews Carl Smith, Owner of the Bureau of Digital, about fostering a supportive environment for digital professionals. Carl talks about the Bureau of Digital and how it helps professionals in the digital landscape, how digital agencies can navigate layoffs and maintain culture, strategies for overcoming the fear of hiring in volatile markets, and the essentials of running the Bureau of Digital efficiently with a small team.

Andrea Shaw is the Founder and Executive Chair of TTG Canada and TORQUE Strategies. Operating in Toronto, these marketing and sponsorship agencies are leaders in Canada, working with an exceptional roster of clients and guided by the aspiration to elevate sports, culture, and community. Andrea played a pivotal role in the 2010 Olympic and Paralympic Winter Games in Vancouver, raising a staggering $760 million in corporate sponsorship and overseeing the longest torch relay in Olympic history. She has a strong focus on values-based hiring, the importance of team culture, and a passion for empowering women in sports and business. In this episode… Imagine navigating through a high-stakes negotiation where walking away from a $3 million deal feels like the right move. What would make a seasoned professional take such a dramatic step? Could it be a profound lesson in values and alignment that not only guides personal decisions, but also shapes corporate cultures and successes? Andrea Shaw shares her pivotal role in raising over $760 million in corporate sponsorship for the 2010 Olympic and Paralympic Winter Games in Vancouver, highlighting the importance of aligning with partners who share similar values. The decision to reject a $3 million sponsorship deal due to a misalignment of values illustrates the deep commitment to integrity. Andrea also delves into the creation of TTG Canada and TORQUE Strategies, detailing how these ventures were born from the desire to leverage her Olympic experiences and contribute to the sponsorship and marketing industry. In this episode of Inspired Insider Podcast, host Dr. Jeremy Weisz sits down with Andrea Shaw, Founder and Executive Chair of TTG Canada and TORQUE Strategies, to talk about maximizing business growth and creating a positive corporate culture. Andrea takes listeners through the ins and outs of the sponsorship marketing industry, detailing the lessons learned from handling sponsorships for the 2010 Olympic and Paralympic Winter Games and how companies can leverage sponsorships to meet business objectives and increase employee motivation. Finally, Andrea discusses her hiring philosophy and why nurturing the team is the key to scaling a company successfully.

Andrew Wu is the Brand Director and Co-founder of Hive Invest, a company dedicated to assisting individuals lacking prior e-commerce experience in establishing highly profitable Amazon brands. With a wealth of knowledge spanning two decades, he has honed his expertise in e-commerce, start-up development, real estate branding, marketing, investment strategies, partnership building, and business expansion. Andrew's track record includes the successful establishment of over six businesses across diverse niches, providing him with the operational experience necessary to drive the growth of Hive Invest.  Chad Friesen is the CEO and Co-founder of Hive Invest, who transitioned from telecommunication operations to the entrepreneurial world of e-commerce. With an extensive three-decade tenure in business, he brings a wealth of experience encompassing entrepreneurial endeavors and corporate leadership. Chad has played pivotal roles in various industries, engaging in activities such as capital procurement and board of directors participation for emerging ventures. His passion for e-commerce compelled him to establish a lucrative FBA store with Hive, culminating in his integration into the team. In this episode… Most people have ambitious e-commerce ideas that they would want to turn into profitable brands on Amazon. However, navigating the challenging terrain of online retail can be daunting. So, could there be a surefire method to navigate these treacherous waters? Successful e-commerce entrepreneurs Andrew Wu and Chad Friesen delve into the intricacies of starting and scaling an Amazon business. Sharing their unique approach to Amazon entrepreneurship, Andrew and Chad reveal why Hive Invest is more of an incubator than an aggregator, helping to build brands from the ground up. They discuss the importance of proper product selection, marketing investment, and avoiding common pitfalls. By offering their partnership model, they explain how they equip entrepreneurs with the tools, knowledge, and strategies necessary to thrive in the competitive world of online retail. In this episode of Inspired Insider Podcast, host Dr. Jeremy Weisz interviews Andrew Wu and Chad Friesen, Co-founders of Hive Invest, about building profitable Amazon businesses. They discuss the inception of Hive Invest, the support it provides to budding Amazon brands, its investment and profit-sharing structure, and how to avoid the common pitfalls in product selection for Amazon businesses.