Last year’s ranking: New for 2017!
Scotiabank joins the Top 25 this year, riding on tailwinds of financial success and, likely, its cultural sponsorships. Despite the fact that Scotiabank dropped four major Toronto festivals from its portfolio last year—Nuit Blanche, Buskerfest, the Toronto Caribbean Carnival, and the CHIN Picnic—it still maintains its sponsorship of the Scotiabank Giller Prize, the Scotiabank Photography Award, and the Scotiabank Contact Photography Festival. It’s hardly alone; all major Canadian banks sponsor events. But only Scotiabank can boast of its unique relationship with movie theatre chain Cineplex (which also appears on this ranking) and their joint Scene loyalty program. That deal, renewed late last year for 10 more years, has put Scotiabank’s brand front and centre for millions of moviegoers — many of them millennials about to hit the prime age for financial services.