[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.