Measurement at the Heart of New Sponsorship Agency

In Canada, a new agency called Vero will aim to 'redefine how brands invest in corporate, sports and entertainment sponsorships,' supported from the start by a strategic research partnership with IMI Consulting.

Vero is the creation of Kim Harland, formerly President of SDI Sports, and Tanya Witty, previously Head of Brand and Partnerships for Rogers Communications. The pair have developed and led campaigns and managed brand and partnership strategy for sponsors of some of the world's major sporting and entertainment events, including the FIFA World Cup, NFL, NHL, PGA tournaments, the Toronto International Film Festival and Taylor Swift's Eras Tour.

Vero is based in Toronto but will serve clients across North America and around the world, and its launch is timed for the lead-up to the FIFA World Cup 26. Services include sponsorship strategy, research-driven activation planning, experiential marketing, and fan engagement programs, all designed to deliver measurable results. As a founding principle, the firm says 'sponsorship should be more than promises - it should be proven. The partnership with insight firm IMI aims 'to ensure clients benefit from the latest industry insights' - Vero says that 'every campaign will be developed with fact based target market insights and each concept validated with independent consumer data and fan psychology research, giving brands confidence and measurable ROI results at every stage.'

An additional partnership with experiential and retail marketing company Brand Momentum will strengthen Vero's ability to deliver high-level events and execution at scale.

'Brands have an incredible opportunity in the years ahead - especially with FIFA World Cup 26 bringing global attention to North America,' states Harland. 'Our goal with Vero is to ensure companies are making informed, impactful decisions about how they engage fans and customers.' Witty says her experience of leading sponsorship and brand strategy from inside one of North America's largest advertisers has helped her understand firsthand the pressure brands are under to deliver results: 'That's why launching Vero with two incredible partners in IMI and Brand Momentum is so valuable. Together, we're giving clients a rare combination - world-class research, cultural insight, and flawless execution - to ensure their sponsorships create measurable impact and lasting value.'

Web site: www.onlyvero.com .