So proclaimed Scott McCune, vice president of global partnerships and experiential marketing for The Coca-Cola Company at the SportAccord Convention in London recently.

Hearing those words from the leading TOP (The Olympic Partner) sponsor may send shivers down the throats of sponsorship-thirsty properties, but McCune wasn’t suggesting for a second that Big Red was getting out of the sports or entertainment marketing games. In fact, quite the opposite.

Within minutes of announcing the bank teller window was closed, McCune made it clear to the audience that they have plenty of money for great ideas. However, how that money is going to be spent is changing dramatically.

If you think of Coke as a sponsor, you think ubiquity. Their products are consumed by 1/4 of the world’s population and they do business in more countries than the U.N. Sponsorship helped fuel that global expansion. For the 1928 Games in Amsterdam, Coke shipped over 1,000 cases on a ship for the U.S. team members. They also set up refreshment shacks, which witnessed the first sale of Coca-Cola on foreign soil.

By 1934, Coke signed Johnny Weissmuller as their first Olympic spokesperson. “Tarzan,” as Weissmuller became known in his post-Olympic acting career, was a swimming gold medalist, and the rest is history.

Over time, as Coke became more and more involved with sponsorship, McCune characterized their approach quite bluntly: “If it MOVED, we would sponsor it, and if it STOOD STILL, we would paint it red!” At a minimum, this is a company that understands itself.

Fast forward to 2011 and Coca-Cola has a very clear picture of what they want.

YOUTH. CREATIVITY. FLAIR.

Yes, McCune talked to more strategic principles such as shared vision, innovation and common values. But he was quite clear: they are open to big ideas.

As they move into the music business, they found amazing synergies with their 2010 World Cup sponsorship and integration of the anthem “Wavin’ Flag” by K’Naan. Recently they conducted the world’s first live, consumer-driven song creation featuring Maroon 5 in a studio in London. The band took input from consumers around the world for a crowdsourced song they created on the fly in 24 hours. The outcome, “Is Anybody Out There,” is now available on the Coca-Cola website.

Big ideas indeed. Not necessarily fueled by big rights fees. As McCune made clear, they have the most powerful marketing machinery in the world. They have the resources to make stuff happen. What they need is a steady of diet of better and better ideas.

Coke has also recognized the incredible power of doing good with their marketing dollars. He showed a video of their 2010 torch participant selection process, which was largely driven by Sogo Active (full disclosure: this was in partnership with our clients at ParticipACTION and we were the agency behind it). Sogo Active rewarded 1,500 youth who became more physically active with a chance to carry the torch.

McCune noted that they now have a global mandate to get MORE YOUTH INVOLVED IN SPORTS. Wow. Read that over carefully.

It has become crystal clear that social marketing can generate profits for corporations. The cliché providers will tell you it has to be genuine. Oh thanks, why don’t you tell me to breathe while you are at it?

What I will tell you is this. If it “feels good” to you as a human being, it will feel good to a consumer. And if it feels good to a consumer, it is going to generate sales for you.

The Big Red Bank is closed.

But the Big Red Social Marketer, Music Label, Sports Advocate, Idea Kitchen, Promotional Innovator, Environmental Leader is ready and waiting 24/7.

Is your brand?

Witt is currently heading the Munich 2018 bid team for the Winter Olympics, and was at SportAccord in London, England, this week to conduct a public presentation of their bid, along with key members of her bid team. Munich is up against Annecy (France) and Pyeongchang (Korea). Pyeongchang is bidding for a third time and were defeated by Vancouver for the 2010 games.

The SportAccord International Convention is the most important gathering in the world for sports federations. It’s a grueling six-day affair featuring 104 annual meetings of Olympic and non-Olympic federations, along with the spring Executive Board meetings for the IOC, networking sessions and panel discussions. It’s more geared to the business side of sports events than the marketing side, but where it really shines is the networking.

If you are a community that wishes to host a major sporting event, a firm that wants to help build or manage said event, or a federation looking for more government and hosting support… this is the place to be.

Fortunately for Canadian organizations, the 2012 SportAccord will be hosted in Quebec City. Although I have to tell you, being in London this week was pretty bloody fun.

The buzz in London, as you can imagine, is all about the 2012 Games. The regeneration of the impoverished east side of London through Games infrastructure is a guarantee of lasting legacy.

The Mayor of London, Boris Johnson, welcomed all SportAccord delegates by announcing that because they are almost done all the venues, he feels it is important to call a “snap Olympics.” So guess what? The 2012 games could actually be happening in a few weeks! Of course he was kidding. But given what Harper has done to us… it’s not really that funny.

Mayor Johnson is beyond funny. He suggested that if we couldn’t do a snap Olympics, there should be a politics Olympics. He thought Dick Cheney would be a star in the shooting events and Colonel Gaddafi should try the “high jump.”

The SportAccord Chair, a politician by the name of Lord Digby Jones Kt (yes, we are in England), was no bore himself, recounting the time he gave a political speech to an audience of one. When he asked the chap if he could skip the Q&A and just go home, the fellow begged him not to leave, because he, in fact, was the next speaker up on the dais!

But Lord Jones said something that struck me to the core. He talked about how in his business life and political life, he has been privileged to be in positions to make a difference in people’s lives. But in sport, he felt we had an opportunity to make the difference in people’s lives. He beseeched us all, members of the business, sport and political communities, to do whatever we could to provide that difference to young people. His words were to the effect that it is our duty to give every young athlete the opportunity to try their best, to train their hardest, to lay it all on the line to win. And that, win or lose, victory would be found through that opportunity to compete. Not just participate, but compete with all the resources imaginable.

This message has been incorporated in the theme for this year’s conference, which is Sport Matters.

It is clear to me that this message has not been lost on the Chair of the 2012 Games, Lord Sebastian Coe, holder of two Olympic golds and two Olympic silvers. He emphasized that these London Games would be a failure if they in fact were not England’s Games. That may be familiar messaging to Canadians, but Coe cited that he isn’t just talking about “cheering.” He talked about how the London Games have been striving to create youth sports programs. So school children that have never been in a boat are now competing at the highest levels of rowing. He talked of their “20-12” program that is striving to engage 12 million youth in sports, in 20 impoverished countries around the world by Games time. To date, they have reached 10.6 million, and will easily surpass their goal. This global legacy program is so exciting that the Rio 2016 OCOG have now picked up this program and the IOC is considering embedding it through future Games.

The efforts of these organizations should not be lost upon us as lessons for our projects and marketing programs. Yes, selling cases and generating media are critical. But we cannot forget. Sport Matters. In fact Music Matters, Saving Lives Matters, Volunteering Matters. If we create programs that are all about the marketing and forget what matters, our credibility will be shot.

Embed that expression into your next brief: (Blank) Matters. Engrain it into your next client recommendation. Express it in your next sponsorship pitch. Encourage your stakeholders to discover it.

Sport Matters.

Behind the gates of Pelican Sound are 1,300 condos, townhomes, coach houses and carriage homes nestled around two golf courses, a half-dozen pools, a cluster of tennis courts and a boat launch. However, what they don’t put on the brochure is the real treasure of the place. The barbecue stations.

Every pool has one. Six high-powered butane miracle machines. They may appear pedestrian as they stand in neat rows, shaded by brush, with a patio table in between. But their power is undeniable. No forewarning could have had me prepared for their might.

It was Day 1 of our stay (if you count arrival day as Day 0. If not, call it Day 2. Please use whatever holiday vernacular best suits you). On Day 1, we did our annual Target pilgrimage in the morning. The boys love that store, almost filling a shopping cart with Shaun White clothing and other bargains.

Dad’s not immune either, picking up a few things, and my parents (Target novices) were over the moon with the place. As great as it will be that Target will soon put Zellers out of its misery, the Canadian arrival of this retailing nirvana will eliminate one commercial treat of our Florida travels.

But I sentimentalize!

After Target, we decided to grab a quick lunch at some place called Hemingway’s in the Coconut Mall. In no way to be confused with Hemis in Yorkville. Disaster did not take long to strike.

My 10 year old slammed the bathroom door on my eight year old’s hand, by accident, but we soon had a busted thumb to deal with.

Rest assured the rest of the day was filled with pharmacy visits, icing of the hand, painkillers and a much-too-delayed trip to the walk-in clinic the next day.

The good news: it wasn’t broken. The bad news: he couldn’t go swimming, play tennis, go biking for a week. Great start to the vacay!

Faced with an uncertain game plan, I trundled off to the BBQs that eve to grill up some ingredients for a little Mexican din din.

Finding an empty grill, I noticed the other two chefs-in-residence understood some of the nuances I didn’t. First, I had no beer. What type of spatulant was I? Further, I had no snacks. No nachos. No dip. No chips. No pretzels. It was very clear to the others that I was either:

A. A BBQ virgin.
B. A Pelican Sound virgin.
C. Hired help for the white woman who kept showing up and telling me what to do.
D. All of the above and too stupid to tell my wife that I could manage the meat.

Embarrassed, I tried to avoid eye contact until I could slip back up to the condo and return with a cold one.

Feeling much more at ease, I was able to make eye contact with the other grillers. Taking a swig, my confidence was restored, especially when I unveiled my tortilla chips and salsa. Before long, I was deeply immersed in a pattern of conversation that repeated itself the other five nights that I hung out with the other BBQ boys.

“Where are you from?” Chicago, Toronto, Ottawa, Oakville, St. Louis, Detroit…

“How long you down for?” We are for a week…until the beginning of April…we have to go home tomorrow…we live here year round now.

“Do you have a place here?” We borrowed from friends…we are renting from a neighbour…we leased from a guy trying to sell.

It never lasted long, we rarely got past first names, but it was a 20-minute ritual that became the highlight of my day. If I headed to the pit and no smoke was billowing, I would be sad to the point of considering a kitchen delay. But invariably someone would show up and off we would go down the get-to-know-you-in-a-hurry expressway.

The conversations took a couple of unique twists. I met a guy who had just had a knee replacement and was lined up for another. His scar made me realize, I’m a wimp. Met some Ohio State fans who were convinced they were going to win the NCAA men’s basketball crown. I even met the father of one my employees. Now that’s a small world.

The best person I met was “Ohio.” When I first saw Ohio, I knew there was something different about him. I didn’t notice the halo at first, but there it was, glistening and bright just a few inches above his bald 60-something noggin of a head.

Yes, I met an angel at the BBQ pit. It’s true!

When Ohio saw my youngster’s thumb (he came to visit Dad in the BBQ pit to see why I was so happy), his sympathy resulted in a suggestion that made our trip. Ohio the angel said, “Take him to Flippers, that will cheer him up.”

So we did.

Flippers is at Lovers Key Resort, a non-descript tower next to a bridge just off Hickory Island. It’s a wisp of a restaurant, all outdoors, holding only 60 people. It’s probably like a thousand other places in the south. A charming, bleached blond, rapidly aging bartender. Who makes a mean Hurricane. A harried bald host, who probably came down from Syracuse for spring break in 1975 and forgot to leave. Chatty patrons gathered at the few bar stools all patiently waiting for their name to be called. A sunset that suggested we’d see dolphins dancing in the surf.

Flippers was everything the angel said it would be. I can still smell the Mahi off my pate mixed with the salt of the sea.

On your next vacation, look for the hallowed grounds of the BBQ. It is heaven. I’ve met an angel to prove it.

Boarding the plane at Chicago Midway, I’m definitely sleep deprived from attending the 2011 IEG Sponsorship Conference. While one could point the finger squarely at MH3 for my condition, I’m going to blame you instead.

You see, I had a simple goal in attending this year’s conference. Having been to something ridiculous like 15 or 16 of them, I was starting to feel like a bit of a lifer. This wasn’t a recent development. It had been creeping up on me for years. It would result in a little game I would play with myself on an annual basis. Seems every year I would tell myself that I didn’t need to attend and every year I would be fearful of “missing something,” like not going to every party on a high school weekend. So register I would. Then wish I hadn’t.

Candidly, I became a lazy conference goer. That’s an easy path to being disgruntled.

For this year’s conference I took some early clues from my Canadian colleagues. E-mails began to surface weeks ago about a Canada Night dinner from Leigh at Ivanhoe. Susan from the SMCC suggested a cocktail reception. Before long the events were merged, the location reserved and the invitations flowing.

As momentum picked up for the dinner, I began to realize how many of us Canadians would be invading American sponsorship turf. Even better, a ton of names began to surface of people I didn’t know. I was flabbergasted. Someone in sponsorship in Canada I didn’t know. Egads, I’m getting stale.

So, highly motivated, I departed to Chicago last Sunday dead set on expanding my network. Squarely intent on understanding the pulse of the Canadian marketplace. Fiercely determined to know what I didn’t know.

You know what? There was a lot I didn’t know. And a lot of people.

But of course there were a few I knew well. Like Stephane from Just for Laughs, who didn’t really laugh when I introduced him as the least funny person who worked at JFL. Sorry dude! Of course he did try to educate me on the 11 types of humour that apparently exist. I say apparently because he only got to six.

Then there was Stephen from BMW Canada. He led a roundtable on doing more with less that made it clear this is a revenue-focused sponsor with his examples of how he leverages global assets, internal departments and long-term planning to maximize his spend.

I also know Rico from the NCC. Real name Richard. He’s one of the key money men behind Winterlude and Canada Day in Ottawa. I didn’t know he wasn’t my brother from a different mother. All these years he’s had me convinced!

I also know Pat and Christie from the Stampede. But I didn’t know that the best event in Canada had just signed a JV with Cowboys to operate their casino. Yes folks, after a two-year absence, the big tent, big beers and big… you-know-what’s will be back in Calgary in time for the Stampede. If you’ve never been to this bar, five minutes inside Cowboys will make you understand why the locals proclaim, “It’s not cheating… It’s Stampeding!”

Speaking of the Stampede, Sue from BMO was also in Chicago. BMO has been the Stampede’s bank since 1912. That’s not a typo. That’s one heck of a long sponsorship renewal!

But on to some new people. Let’s start with Sophie and Catherine from Tennis Canada. The first thing they told me was that their colleagues had warned them that I was a big partier! Ouchy!

Speaking of Tennis Canada, check out Sarah from Esteemed Events’ new branding. She runs the TC sponsor summits.

Also from Montréal was Paul from Festival Divers/Cité. This annual event is, in his words, not run by gay people, nor does it feature only gay performers. But in its 26th year, it’s a world-class event created to celebrate the LBGT community.

Kevin from Parc Jean-Drapeau was in attendance and his property will be the site of the F1 race that is our hostevent for CSF 2011. Kevin’s attended CSF a few times, so make sure you meet him in June.

One of the funnest duos I met were Shaun from the Princess Margaret Hospital and Nick from his agency SDI. They, along with SDI team member Leah, are managing the cool new Road Hockey to Conquer Cancer event. (Full disclosure: we finished second in the pitch. Grr!) The boys and I had a few chuckles, about which I have promised them to disclose no clues… you will need to contact them directly and sign a waiver for details!

Met some American who didn’t believe we won the War of 1812, because the White House doesn’t fly a Canadian flag. Oh and they also said the Civil War wasn’t about slavery. To my face. Have you seen a picture of me?

Shari from the Shaw Festival was in attendance and by all accounts they seem to be cooking with gas. A recent deal included a big increase in support from a major bank. Congrats! I will let you issue the announcement Shari… but let us know so we can share it with our CSF newsletter readers.

Had to share a few fear of heights stories with Pat and Liz from the CN Tower. They have only worked at the tower for a combined 42 years, so I’m not sure how unique my tales really were.

Stumbled upon Ian from OOMPH! Events. In a bar called Howling at the Moon. Hence the stumbling. If you like duelling pianos, this is your place. Ian is speaking at CSF this year. I didn’t intend to meet him for the first time when I was gunned. Hope he still wants to speak… he is going to do an ROI Session on B2B properties.

I departed the Moon with Paolo from the NBA. Good call pulling the chute mate! He and Leah are hopeful their league doesn’t follow the lead of the NFL this summer into labour strife.

Good to see Jason from NFL Canada… no I mean Insight Sports… sorry I mean Capital C. By the time you finish this blog, he’ll have a new job.

Met Betty from North Vancouver and Lori from 3 Guineas in Toronto. If you need some help in the film world, these two are experts!

Brett from Canada Place was there with her new colleague Matti. Took me until the cab ride to remember Matti had been a client at Astral years ago!

Met Daryl from U of T. He was supposed to come to our dinner, but was under the weather. Perhaps it was from the germs on his shower curtain at this alleged hotel we stayed in called the Sheraton. Someone hoist the Motel 6 sign back up… the wind knocked it off the building.

Speaking of buildings, ever wonder if anyone works in that crazy big Foresters building near the DVP? Well I met a real live one. She knows my buddy George from Ontario Lung. Problem is I forgot her name. I’m sorry!

Lalitha and Pam from Elections Ontario shared with me their plans for testing a school-based program with kids in Grade 5 and Grade 10, to teach them about the importance of our democratic society and electoral system. Soon they will be looking for channel partners for this vital outreach.

Rashmi from Yorkdale had fond memories of working with my team on our Philips Sonicare toothbrush program last year. That made me relieved! (-:

Said hello to Todd from the ROM. They are looking for a new CEO if you want to be his boss.

Met Steve from Telus. He was one crazy Canuck. (If this joke is too subtle, humour type #4, Google “Podborski”.)

Speaking of the NFL, Dan and George were hunkering down for business unusual because of the lockout. Hang in there gents.

One of Scotiabank’s new sponsorship whizzes, Melanie, was there along with her agency S&E Sponsorship and account lead Matt. I once tried to hire Melanie. She said no. Doesn’t she know I hold grudges? (-:

There was a rumour Don and Dwayne from IMI were at IEG… but I didn’t see them in any sessions. A closer check of the lobby bar security videotapes, however, does validate their presence in the state of Illinois. That goes for you too, Jennifer from DIM!

Speaking of ghosts, did anyone see Alison from Rethink Breast Cancer? Oh I’m just kidding. I really should apologize for missing her workshop. Not only is she a great presenter, but the relationship she has created with Telus is UNBELIEVABLE, given the size of her organization. Beautiful!

Met Cathy and Elvira from Devan. They are good friends with Colin (ex-employee) and Megan from Toronto General & Western. Hey Megan, were you really the agent for Sloan from Entourage? Too cool. Shane from Rogers wants to know if you get him a walk-on role!

Bumped into Jim from Kraft. Leaked to him that the winner from Hockeyville last year is going to do a workshop at CSF 2011 on how to get entrants in voting structured programs engaged.

Also met Kiran from UCLA. He’s a former volleyball coach at North Carolina and Kansas. Which is cool ‘cause he was born in Toronto and raised in Calgary. Sports took him south. Now he does marketing for UCLA Recreation and is opening opportunities up for companies to connect with his campus community of 70,000 students, faculty and staff.

I am going to finish this entry by awarding the DELEGATE OF THE YEAR AWARD to “Little Jules,” the man who puts the jewel in Diamond Integrated Marketing. My boy Dave. To combat the HORRIBLE service and attitude of the Sheraton Chicago, Double D concocted a brilliant plan to defeat their ridiculous midnight last call. He ordered a two-four. How Canadian! A freaking “two-four” of Stella. (Full disclosure: I received an awesome Stella pouring kit at my office two weeks ago. It was the most beautiful promo piece I have ever seen!)

So back to Dave. After he got confirmation on the two-four, he puts his BlackBerry to work and ordered in six large pizzas from one of Chicago’s finest pie makers. Let me tell you one thing. You make a lot of friends when you control a two-four and 72 slices of pizza in a hotel bar at 1 a.m.

Brilliant work Diamond.

You have my respect. Harrison.

(Inside joke, ask Dave about it)

This week the circle has almost become fully linked. As part of our ongoing staff training program, we’ve decided to hire some consultants to teach an introductory IMC (Integrated Marketing Communications) course to our most junior staff. We’ve really pumped our training the past few years and have found that besides conference attendance, we’ve invested in an intensive combination of in-house courses, tutorials, executive coaches and ICA programs.

One gap we saw was in marketing fundamentals. It was really a simple conclusion. We have a very smart staff base. The typical profile is a Queens or Laurentian grad who then added a post-grad PR or sports marketing program to their degree. Or, in the case of the SPAD kids, a kick-ass internship at a place like IMG. However, as our agency becomes less about events and more about campaigns, the need to hone our marketing knowledge and really understand the language of our clients has become critical.

The answer? To custom develop an IMC course with some consultants to be taught to our up-and-comers. Here is where the Mark Harrison flashback comes in… The consultants we hired were my old marketing prof from the University of Guelph and his son. (Here comes that age thing again.)

We hired him over some of the other bidders for the simple reason that Professor (Tom) Funk was one of three profs I had in my university and grad school days that left me with lasting lessons.

Tom Funk

Professor Funk and his wife Jane were both profs of mine at the U of Goo, where he taught for over three decades. His impact on me came in two distinct channels, although if you looked at my grades in his class you may not know it. What struck me about him as a prof, and I had him for two, maybe three semester courses, was his passion. I had a lot of smart professors in university. One might argue that all professors are smart… but don’t confuse the ability to read and regurgitate with smarts. But I felt that more than half of the time I was being guided by smart folks.

What separated Professor Funk from the others was a quality near and dear to me. Passion. I can’t remember one lecture that didn’t feel like he was so consumed by the material it was bursting to get out of him. He led by example and expected his class to be equally enthralled with what we were learning. Given that many students were not interested in the material, his ability to create that environment was impressive.

The other thing about Funk I loved was his clarity. He created a soft copy Marketing Management manual that I candidly used for many, many years in my work life. It was orange and cerlox bound, decorated with my in-class notes… and I am sure many a staffer thought I was a geek… but it was one useful guide to marketing!

The other prof at Guelph who really left a lasting impression was Dr. Richard Phidd, my thesis advisor. Phidd was just as happy to conduct class in the local pub as he was in an auditorium, but don’t think of him as the stereotypical prof from Animal House. (Especially not the Donald Sutherland character!) He was a deep thinker, constantly consumed by his craft and always egging me on that what I was doing wasn’t good enough. But in a way that kept me motivated, hungry and productive.

Richard Phidd

Phidd’s contribution to my life was teaching me the ability to problem-solve. For he was a systems theory expert and he got me captivated by policy, systems and the machine. Because he also allowed me to integrate sport into my thesis (I wrote about how the federal government used sport in the 1970s as a policy instrument), my fascination was complete. As a young adult, I went from reading the many books he coauthored with Bruce Doern to the likes of Peter Senge.

If you’re having difficulty understanding how your organization truly works, read The Fifth Discipline and you will uncover the answers. Thanks Professor Phidd.

My third influencer was from my MBA days at York. Emphasis on York for all you young Schulich grads applying for jobs with TrojanOne. When I went there it was still York. So don’t open with the line, “Oh you went to Schulich as well?” Yes, this grumpy old man went to York!

York University

I can’t say I loved my MBA program. Maybe it was because to graduate you had to do a group project called the “601”. As part of the process, you didn’t get an individual grade. The profs gave us a pile of grades which we had to divvy up among our group members. One slacker in our group didn’t love the low grade we gave her. Candidly, it cost her, her MBA. So she left death threats on the answering machine of our group leader. (Google “answering machine,” youngsters, if you don’t know what I mean.) Yes, this is a true story!

But while at York, I had a great prof called Larry Ginsberg. Don’t know if he is still there but he taught some excellent courses on entrepreneurship and consulting. In his own consulting life, he worked a lot with dysfunctional family businesses. Not that the businesses were dysfunctional, but the families were and he had to repair their working relationships. Made for some great classroom stories.

Ginsberg taught an awesome course where not only did you have to get a real-world consulting client, they had to PAY the university for you to pass. This was the best real-world class I have ever had in academia. I watched several of my classmates fail; to land clients, and some land clients who wouldn’t pay up. Let me tell you folks, it’s the first order of a running a business. Creating a customer. (Thank you Professor Ginsberg and Peter Drucker!)

I often get asked by people whether they have what it takes to start their own business. I suggest to them that if they go to the busiest intersection in their city in their “birthday suit,” they will quickly find out. Those who can get someone to buy them some new clothes before they are arrested will definitely be able to start their own business and they would have passed Ginsberg’s course.

Don’t worry; while this is a flashback to my school days, I am not going streaking through the quad!

Never been to the Lounge, but quickly discovered this is where I will probably spend my retirement days. Hopefully I will be as active as half of the octogenarians who were hanging out in here after their morning tennis matches, Pilates classes, or yoga sessions.

While I was pretending to work, I was really eavesdropping. Many of the hall of famers surrounding me had just come back from down south or even more exotic locales like South America. Getting ready to head south myself in a couple of weeks, as I’m sure many of you are, kept me even more interested in their chats.

One woman told a funny story about a time when she was vacationing in Florida and a stranger stopped his car to ask for directions to a local restaurant. After she told him, he offered to drive her, as it was the same place she was headed. While she was attracted to the young man (who was in his 50s, so you can judge her age), reason swayed her to reject the offer. To which the stranger replied, “Mom, it’s me… get in the car.” Her group thought it was the funniest thing ever, that she didn’t recognize her own son (he was making a surprise visit to Florida).

On its own, this story isn’t all that funny. You may not have even cracked a smile. Have to admit I almost burst out laughing, but didn’t want to blow my cover. When the storyteller added a footnote about how embarrassed she was to be thinking, “This guy in his 50s is cute and I think he is flirting with me,” I had to look away.

I will never find out this woman’s name, but if I saw her again, I would like to express my appreciation for her story. You see, I love great storytellers. You probably know that about me. It’s an art that I hope won’t be lost as we become more and more of a tech-enabled society. In fact, storytelling should thrive as mankind continually invents new ways to communicate.

It makes me want to request a change to the expression “Social Media”. Why can’t it be “Story Media”? Isn’t that what we really do with it?

Over the next few months, I am off to more conferences than is reasonable. But I love conferences. IEG. IMG World Congress of Sports. SportAccord. CSTA Sport Events Congress. Mixx Canada. Innovation Uncensored.

Why so many? I’m looking for the best stories, whether in a keynote, in a roundtable, at a reception, or over lunch. I’m a story hunter. One of my clients refers to me as a gossip. I hope (think) she is joking. Because stories are my passion. Information is my currency. Insights are my value.

And I don’t get these riches from machines or screens. I get them from you. Industry neophytes. Marketing veterans. Everyone in between.

So when I see you in the next few months, I hope you recognize me. Because I will be the guy asking for directions.

Don’t get me wrong, Haligonians; I’m not saying that there isn’t serious business to be done in your beautiful harbour town. It’s just that it also happens to be one fun city. Of course, what would you expect when you combine six universities, the largest military base in Canada, and a downtown core highlighted by a collection of bars called “The Liquor Dome?”

But my real reason for going to Halifax last week was “business” and specifically to attend the spectacular 2011 Canada Winter Games. CEO Chris Morrissey, who oversaw the first games north of 60 in Whitehorse (2007), and deputy CEO Lindsay Hugenholtz, recently named one of the most influential women of 2010 by CAAWS, had their team firing on all cylinders!

The marketing motto for the event was “What will you Bring to the Games?” I hope they aren’t cross with me because all I brought were my eyes, my pen… oh, and according to my finance department, my AMEX card!

Most importantly, I was ready for some fun and games!

When I arrived at the accreditation center at the Westin Hotel, it was obvious that the staff had been going hard for a week. Even worse, they had another week to go! But despite the fact that my name wasn’t really on any official lists, it took Tanya and Jane all of five seconds to whip me up a pass, take my photo, load me up with swag and make me feel like royalty! Off to a good start.

St. Margarets Bay, Nova Scotia

Next up, I wanted to see the short track speed skating, so off I went to the arena at the hands of a volunteer driver. I asked to go to St. Margarets. He said, “Saint Margarets Bay?” I said, “Yes, St. Margarets.” At which point I was advised that #1 it was pretty clear I was not from around here; #2 I was allowed to call it either St. Margarets Bay or The Bay; and #3 I was NOT allowed to call it St. Margarets. Okay, so off to The Bay we went.

Truth be told, my driver was fabulous. As were the other dozens of volunteers I met. In fact, I think I met every one of the 5,000 folks who were contributing their time to the event.

The Canada Games are a stepping-stone for international competitions like the Pan Ams, Commonwealth Games, Paralympics, and Olympics. But when I got to the Bay for the short track, I almost felt like I was back in Vancouver a year ago. The arena was SRO and the action unbelievable. Remember the name Ann-Véronique Michaud, who at 19 has only been speed skating for 15 years! The 500M gold medal winner cites her coach Jonathan Guilmette as her role model and is fast building a resume that could soon see her on the world stage.

Ann-Véronique Michaud

I stuck around for the short track relay events, where Quebec dominated both the male and female races, before I hitched a ride all the way back with some Games society staff, including one of my former SPAD students Kim Russell. Thanks for the lift and thanks for not lecturing me on local geography!

I got dropped off at St. Mary’s to watch some of the squash! My right knee tingled with painful memories of the last time I was on a court and blew out my knee. But it wasn’t nearly as sore as my jealousy bone. I watched the B.C. women take on the Ontario women and the play of these kids was unreal. After four matches split 2-2; B.C. won gold 167-165 on some point tiebreaker I didn’t understand.

Beer

So far the sports had been fantastic, but I needed a beer. So it was off to the premier’s reception at the Maritime Museum of the Atlantic. I was playing “small world” with a guy I met there and blurted out the name Karen Hood. She was a Dal grad and soccer player and Trojan employee 3B some 15 years ago! While my new beer mate didn’t know Karen, a passing woman said, “Karen Hood? Dalhousie Karen Hood? I played soccer against her when I was at St. Mary’s.” Of course you did, I thought… I am in Halifax. (Author’s note: I did send Karen a hello email, Tara!)

The Nova Scotia premier was funnier than I expected, but that didn’t stop me from bolting early to get to the hockey game. I felt like I was at a wedding… wait ‘til the bride and groom are talking to some old people and then warm up the car. Problem is, in 2011, I am the old person. Nevertheless, I made my escape and headed up to the Metro Centre to watch Ontario destroy B.C. in the men’s hockey semis.

Okay, now for some truth. Ontario lost. And these aren’t men. They are 16-year-old boys. But the hockey was brilliant nonetheless. The Canada Games tournament featured Nova Scotia’s Nathan McKinnon, who is from Cole Harbour, attends Shattuck-Saint Mary’s prep school in Faribault, Minnesota, and is often compared to some other hockey player from Nova Scotia.

During the game, a fellow strolled in who runs Tim Hortons’ marketing for all of Atlantic Canada. Turns out he is from my hometown of Orilia and recognized me. I was shocked. Not just because he recognized me without my trademark Michael Jackson afro. Nor because he recognized me without my trademark velour shirts. Nor because he recognized me even though I have grown many inches since high school. No, I was shocked that two of us had jobs.

The core element of our catching-up was about the infamous “bow tie” éclair that Tim’s used to sell. Yep, for 25¢, I could have a “bow tie,” which featured a huge pastry, whipped cream, chocolate sauce, and a cherry… and a drink. Me and my buddy used to stroll down after school and get one far too often. I blame them for stunting my growth.

When the beating by B.C. had finished, we were off to the pub. Many of those involved will remain nameless – some are clients, some are staff, others were down there on business and may work at the Hockey Hall of Fame. All were seen at the Split Crow… and the Lower Deck… and the Ale House… and Pizza Corner… and getting back to their hotel rooms at 5:04 in the morning. (Not me, honey, honest!) Along the way, we ran into Rod Black, who was providing these young athletes with glamorous TV coverage; Tie Domi, who was watching his son play for Team Ontario and trying to forget the night he spent in Calgary telling people I was Donald Brashear, and the amazing Catriona Le May Doan.

Donald Brashear

Catriona Le May Doan

The next day was decidedly quieter. Until I got to the Midtown Tavern for lunch and my friend Robert Logan had the proprietor send over his favourite lunchtime bevy. To be clear, Robert claims the advantage of this is that your beer doesn’t get warm because you don’t touch the glass. Really there are two things I want you to take away from this. One, don’t ever confuse Robert Logan with any other Atlantic Canadian, as he clearly doesn’t measure up. Secondly, if you are ever in Halifax… have lunch at the Midtown. It is an institution. And everybody has a beer in front of them. At lunch! What a concept.

Things got much, much noisier when I made it to Cole Harbour, and the very arena that Sid the Kid hones his skills in, for the gold medal ringette game. Have you ever seen ringette live? This was only my second time. Ironically both times in Nova Scotia. You have to see it to believe it. What a game.

Fast. Strategic. Intense. Let’s boot the Leafs out of the ACC and invite Team Ontario and Team Alberta to play a rematch. These young women battled their hearts out in one of the best sports events I have seen in months. I was perched just behind the Alberta parents and their energy could heat a pool. Unreal.

Cole Harbour Ringette

I am seriously going to find a local tournament next winter and take my sons to watch. If you have a daughter, give this sport a long look. The skating skills of these girls are insane!

After getting my bell rung, I hitched a ride in a cargo van with a volunteer who was transporting wheelchairs for a basketball team. What a great guy. I’m embarrassed I don’t have his name, but he lives in Nova Scotia and commutes to Mississauga on Mondays and home again Fridays. For work. Every week. Clearly the rest of us need to head to Nova Scotia and smell the roses! They must be worth it!

I was headed back to the gold medal hockey game, which B.C. won. After the game, I stood in the arena until there were no fans left and the equipment managers were picking stuff off the ice from the post-game celebration. I watched a parcel of parents hug, high-five, and congratulate each other. I was so jealous. There are no higher drugs than being part of a championship moment. Their sons had just won a Canada Games gold medal. Those 16-year-old boys were elated at what they had accomplished. But it will be years before they realize that the emotions in their moms and dads were many times their own.

If I had gone home to bed, my trip would have been considered highly satisfying. However, the Lower Deck called my name and it was back for another Sociable at the bar! Met some old friends there, including Michelle and Katrina from the B.C. mission staff. Met some new friends there, including Ryan from Ottawa who grew up with one of my key staffers. Got to watch autograph hounds quiz Catriona and ask her for pictures. The #1 comment? “You look taller on TV!” I asked Catriona if they knew that speed skaters wore skates when they competed. Oh, I think I’m so smart!

The next day, I had a lunch chat with a buddy from Halifax who filled me in on all the gossip and then I zoomed to the airport. Flew home next to the mom of one the hockey referees. She had gone all the way from Waterloo to see her son referee in Halifax. At 22, his selection to the Canada Games was quite an honour.

Yes, Halifax was fun. But the Games are serious business. Seriously important to our culture.

My ticket told me that I was sitting in The Circle in the Square Theatre. The calendar told me it was December 29, 2010. My body told me I was 45 years old.

Lombardi on Broadway

But as I saw the “Lombardi” character emerge onstage to open the play bearing his name, I was emotionally transported.

Not just back to a time when Vince Lombardi patrolled the sidelines in Green Bay. But to a time when I was forming my passion for the greatest sport in the world. Lombardi was dead at this point, but I worshiped what he had done. Even though my favourite NFL team was (and is) the Steelers; even though my favourite player was (and still is) Gale Sayers – I loved what Lombardi stood for and what he achieved.

Lombardi on Broadway

Paul Brown went to 10 straight championship games (four in the old AAFC and six in the NFL), coaching the team he owned and christened. He did it with innovation and tactics. Chuck Knoll has won more Super Bowls than any other coach. He did it by massaging fragile psyches, balancing egos and embracing odd personalities. In different generations, George Halas and Don Shula are the only coaches to notch 300 victories.

Photo by Vernon J. Biever

But only Lombardi has won five NFL championships (I think, correct me if I am wrong) and he did it in just nine seasons with the Packers. He did it by taking the worst team in football in 1959 and, with the same core players, had them in the finals in two seasons and atop the podium in three. For me, it has always been about how he did it as much as what he did. There is a reason the Super Bowl trophy my Steelers are going to win (yet again) this year is named after him.

Lombardi understood people more than any coach who ever coached the game. He motivated them by making the “relentless pursuit of perfection” their goal. He fortified them by having them train harder than any pro coach would ever suggest. He convinced them by developing a single, powerful identity clothed in one offensive play – the PACKER SWEEP – that nobody could stop.

These three principles: never-ending pursuit of a goal, outworking others and creating overwhelming confidence – can work in any walk of life. Relationships. Friendships. Sports. Business.

Run To Daylight

For that, we owe Lombardi.

But as a youngster reading about Lombardi, I am doubtful (and hopeful) my reflections weren’t that deep. But, in some ways, they were. When I read Run to Daylight, I came to the realization that if I wanted something, all I had to do was work for it. I was incredibly insecure as a kid. This book gave me hope. It actually made me feel that it wasn’t about what you were born with. As an adult, I read When Pride Still Mattered by Pulitzer Prize winner David Maraniss. This isn’t a football book. It’s a book about what drives greatness in a reader.

When Pride Still Mattered

If you want to understand yourself better, if you want to understand how to overcome your own demons… read it. If you want to understand why every family in the world is a mess… read it.

The current Lombardi play on Broadway is based on this book. My wife was generous enough to sit through it with me. For her, it was Broadway – great acting by the Marie Lombardi character… and, I suspect, perhaps a curiosity to understand me better.

For me, it was time travel. Seeing that play took me from my present day love of the game back to

Lombardi - A New American Play

the years when I would watch Condredge Holloway, Tommy Clements and later J.C. Watts guide my beloved (Ottawa) Rough Riders to Grey Cup titles and injustice (see offensive pass interference penalty on Tony Gabriel, circa 1981, I believe). It took me back to Franco Harris and Rocky Bleier. It took me back to Herschel (which is my nickname) Walker at Georgia and to the (almost) Toronto Northmen of the WFL. It took me to Johnnie Walton and the Boston Breakers of the USFL.

It took me back to being four-foot-nothing in grade nine. Struggling with being short. Struggling with not being a great football player, wrestler, or clarinet player. It took me back to wearing velour and living in the shadow of my dad – the hero teacher at my school – and older sister who I thought was perfect… as did the rest of my freaking hometown!

Football and my heroes like Lombardi let a little boy escape. It gave me confidence. It gave me pride.

That’s why I coach. Because of what the game can do to help little men become young men.

J.C. Watts, Condredge Holloway, Tom Clements

That’s why I melted when Dan Lauria as Lombardi strolled across the stage and the rest of the crowd applauded. My throat closed, my eyes followed. The tears came flowing out at an embarrassing pace. I wanted to go up onstage and hug him. This ghost. This myth. This guardian angle. This hero. My secret friend. My made-up pal.

Lombardi. He is football.

I have a poster that adorns my office wall with a portrait of Lombardi in his stoic pose. Half-smile, half-grimace on his face. Neat black suit, hands folded gently behind his back. The text of the poster is Lombardi’s famous speech – What It Takes to Be Number One. The poster stands next to my door and I am sure that many an intern has wondered what I am staring at. My eyes lost in Lombardi’s. My lips mouthing every word. My right hand clenched in the tense fist I make when I’m absorbed by something. This speech is an invincible spirit raiser for any occasion. I have copied it here for you. Read it. Keep it. Read it again in a week. And the week after, and… What It Takes to Be Number One Vince Lombardi Winning is not a sometimes thing; it’s an all the time thing. You don’t win once in a while; you don’t do things right once in a while; you do them right all the time. Winning is a habit. Unfortunately, so is losing. There is no room for second place. There is only one place in my game, and that’s first place. I have finished second twice in my time at Green Bay, and I don’t ever want to finish second again. There is a second place bowl game, but it is a game for losers played by losers. It is and always has been an American zeal to be first in anything we do, and to win, and to win, and to win. Every time a football player goes to ply his trade he’s got to play from the ground up – from the soles of his feet right up to his head. Every inch of him has to play. Some guys play with their heads. That’s O.K. you’ve got to be smart to be number one in any business. But more importantly, you’ve got to play with your heart, with every fiber of your body. If you’re lucky enough to find a guy with a lot of head and a lot of heart, he’s never going to come off the field second. Running a football team is no different than running any other kind of organization – an army, a political party or a business. The principles are the same. The object is to win – to beat the other guy. Maybe that sounds hard or cruel. I don’t think it is. It is a reality of life that men are competitive and the most competitive games draw the most competitive men. That’s why they are there – to compete. To know the rules and objectives when they get in the game. The object is to win fairly, squarely, by the rules – but to win. And in truth, I’ve never known a man worth his salt who in the long run, deep down in his heart didn’t appreciate the grind, the discipline. There is something in good men that really yearns for discipline and the harsh reality of head to head combat. I don’t say these things because I believe in the “brute” nature of man or that men must be brutalized to be combative. I believe in God, and I believe in human decency. But I firmly believe that any man’s finest hour – his greatest fulfillment to all he holds dear – is that moment when he has to work his heart out in a good cause and he’s exhausted on the field of battle – victorious. - Vince Lombardi

Lucas Spata, just 35 years old, of the Vancouver Canucks marketing team is losing his three-year battle with micro cell cancer. He is presently in a hospice in Vancouver and soon he will leave behind a young widow and a three-year-old son.

His family faces an emotional battle and a financial one. But many people have stepped forward, including the Canucks organization, to help.

Lucas is a good friend of a good friend of mine, which is why I decided to help spread the appeal for more help. He is a valuable contributor to our industry. Most of you don’t know him. Personally, I’ve only met him once, but his story is a tragic reminder of how fortunate many of us are.

Take a moment to read his story and send some support. It doesn’t have to be money. While donations are needed, so is support, including just telling others and sharing his story.

Read on about Lucas — I’m sure you will touched by his unbelievable concern for others, despite knowing his own fate is sealed.

www.spatafamily.com

As a person who never likes to miss a good bandwagon, I need to share the official “MH3” Top 10 in 2010 list. Yes, this could be the most borrowing collection of words you have ever read. But humour me, my friends.

There is no criteria for this Top 10, which will afford me the opportunity to make stuff up, mix up facts, and down right lie if need be.

The real reason for this list? I think we should all make one. Some of you probably have a Top 100, because from everything that I hear… it was a great year for many many people. So, hopefully you will be entertained, inspired, or mildly insulted.

No matter what your reaction, I do want to wish everybody a very Happy Holiday.

Okay, pleasantries aside, here goes:

# 10. After going winless, and nearly scoreless all season, watching the high school football team I coach eke out a 1-0 win over East York in the playoffs.

# 9. Getting back to Newfoundland after a fourteen-year absence and spending an evening with Toby MacDonald, chairman of the 1996 Snickers Cup, coach of the 2006 Olympic gold medal men’s curling team, and the only Newfoundlander ever to win the Brier. If Google had a search engine for amazing people you meet as you travel this earth, Toby would come up very high!

# 8. Signing Jonathan Toews to be the Canadian Tire Hockey School spokesperson for our amazing clients at Canadian Tire.

# 7. Sitting in a pub in Edmonton from 10:30 a.m. on a Saturday morning until well after dinnertime. Swapping stories with some of the eleven various people who came and went. Closing our tab four times with the waitress. And reopening it within 15 minutes. Having two meals and a plate of snacks. Running out to get a Blackberry charger so we could stay juiced in more ways than one. Good times all round. A.k.a. Grey Cup weekend!

# 6. Getting called back at the gate as I was as about to board an overseas flight and being told by a friendly Air Canada employee that I was being bumped up to business class, for the sole reason I had a very expensive economy ticket. Yes, I don’t know what’s harder to believe – “friendly” and “Air Canada employee” in the same sentence or flying business overseas on an economy ticket.

# 5. Having lunch with Paralympic Gold Medal winner Stephanie Dixon and realizing that I have accomplished so little in my life.

# 4. Seeing our entire company rally around the Movember fundraiser, spearheaded by a (now) former employee, whose dad is battling prostate cancer.

# 3. Watching my kids jump up and down on the bleachers at Cypress Mountain as Maelle Ricker boarded to her Gold Medal. When she took the last jump, clinging to a decent but not overwhelming lead, my heart stopped, my son was suspended in the air, and the clouds sped by like in a special effects video. When she landed and crossed the line I finally realized how special the Olympics can be.

# 2. Having John Furlong as a surprise guest speaker at our Sponsorship Forum in Whistler. He moved all of our delegates to tears and rendered me speechless. Thank-you, kind sir. Please run for Prime Minister!

# 1. After missing half of our family vacation due to work, traveling almost sixteen hours to Cassis, where my beautiful wife and gorgeous kids were waiting for me at a near deserted train station. The train had left and I had couldn’t find them at first. A few seconds of elevated heart rate gave way to cries of “Daddy, Daddy” as my boys raced down the track. It should have been a movie ending.