Sident, Ann Nurock, Who Are Embarking on Such a Mission

BRAND OF THE YEAR

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SST.PT.10532.CMA.inddT.PT.10532.CMA.indd 2 99/18/08/18/08 3:11:023:11:02 PMPM CONTENTS

October 2008 • volume 20, issue 3

4 EDITORIAL What it takes to reinvent yourself... 18 8 UPFRONT Grafﬁ ti, hot kicks, urban harvests and biscuit-based soaps

11 DECONSTRUCTED The feedback on taking talk to the street

12 BIZ 20 Roundtable: Is Canada’s ad biz inclusive? Or do we need cultural intelligence-raising?

18 WHO Reg McLay changes the Canadian Tire(s)

20 CREATIVE Fish make a nice bench, tips for the tipsy and Campbell’s spills soup family secrets

22 WHAT NEXT? 30 Ads that ﬂ oat on water or hitch a ride on ﬁ ghter jets

30 MEDIA The new hybrid: upping the entertainment

35 BRANDS OF THE YEAR Who got it right, and how? Emotion, entertainment and attitude are the keys

47 TRIBUTE Tide at 60: the only thing that stays the 35 same is the iconic citrus swirl 52 FORUM The Academic on why this ad ban discussion may be different; The Brand Experience shares why ”er” might actually be more than ”er” deep

54 BACK PAGE Strategy scouts V Fest’s best brand acts

www.strategymag.com STRATEGY October 2008 3

CContents.Oct08.inddontents.Oct08.indd 3 99/18/08/18/08 4:46:334:46:33 PMPM EDITORIAL

October 2008 Volume 20, Issue 3 www.strategymag.com

VP & Executive Editor / Mary Maddever / [email protected] Associate Editor / Mary Dickie / [email protected] Creative Director / Stephen Stanley / [email protected] Special Reports Editor / Carey Toane / [email protected] Copy Chief & Writer / Gariné Tcholakian / [email protected] Media Reporter / Jonathan Paul / [email protected] Intern / Marija Djukic / [email protected] Creative Contributors / Mike Farrell / Rakshande Italia / Will Novosedlik / reinvention Lucy Saddleton / Ken Wong Sales / (416) 408-2300 / Fax (416) 408-0870 This is an industry fascinated with reinvention, new models and turbo-charging creativity. Yet the Publisher & Executive VP / Laas Turnbull / [email protected] rigour applied to brand-related activities – R&D and metrics – is rarely applied to this process. Sales Manager / Carrie Gillis / [email protected] I recently met with the global CEO of Grey Group, Jim Heekin, and Grey Canada’s new Account Manager / Adam Conrad / [email protected] president, Ann Nurock, who are embarking on such a mission. Grey was proud of its client Account Manager / Jamie Harju / [email protected] service and consumer strategies, but adding creative brilliance is a more recent goal. “We talked Account Manager / Stephanie Greenberg / [email protected] about creativity before, but 24 months ago we decided to make it damn serious,” says Heekin. Senior Advertising Sales Agent / Ramona Persaud / [email protected] Having permission from the top to reinvent themselves seems to have had a rejuvenating Marketing & Publishing Co-ordinator / Melanie Smith / [email protected] effect. Vice-chair and CCO Tim Mellors put together a book of Grey’s best global work, and Canada has the most entries. Heekin says Canada was the “least broke” in Grey’s fi rmament, Director Creative Services / Kerry Aitcheson / [email protected] so was last to receive intervention in the form of Nurock, who says that while Grey Canada is Production & Distribution Co-ordinator / Sasha Kosovic / [email protected] good, it’s not great, and the goal is to be in the top 10 in 12 months. How? “As of today, culture will change.” Since 60% of Grey’s revenues are digital, it’s well positioned for the current shift. Senior Manager, Audience Services / Jennifer Colvin / [email protected] But the recognition that greater creativity is de rigueur in all categories is perhaps best Assistant Manager, Audience Services / Shaney Maguire / [email protected] exemplifi ed by the company featured in our cover mosaic. Our Brand of the Year, as you may have surmised, is P&G. And while brands like Pampers and Conference Producer / Wendy Morrison / [email protected] Tide, now celebrating its 60th anniversary (see p. 47), are top performers, this recognition is not Administration just about bottom-line results. It’s about a new approach to communicating. President & CEO / Russell Goldstein / [email protected] The company’s global push to amp up creativity in its advertising entailed much-discussed Executive VP / Laas Turnbull / [email protected] missions to Cannes and, true to its test-and-learn heritage, the fruits of those forays have VP & Editorial Director / Mary Maddever / [email protected] permeated the organization. More creativity, emotion and fun are in the marcom, but the science VP & Chief Information Offi cer / Omri Tintpulver / [email protected] – deep research, thorough tracking and sifting through both to spot an angle – is still there. I asked P&G Canada president Tim Penner to share his perspective on the new attitude. He How to reach us says it’s about knowing you have to try new things to get a different reaction. “We need to use Strategy, 366 Adelaide Street West, Suite 500, Toronto, Ontario, Canada M5V 1R9 Tel: (416) 408-2300 or 1-888-BRUNICO (1-888-278-6426) Fax: (416) 408-0870 different media,” he explains. “We have to fi nd a way to connect with people that’s worthy of Internet: www.strategymag.com their time. Otherwise, they’ll click their mouse or hit the remote, and we’ll be gone.” Letters Curiously, P&G’s core strength in research plays a part in the transformation, by allowing All letters sent to STRATEGY or its editors are assumed intended for publication, unless otherwise stated. We accept no liability for the loss, damage, or destruction of submissions a large organization to try new things. “There’s a belief that the consumer is the boss,” says however arising, while in our offices, in transit, or elsewhere. All material to be returned Penner, “and that you need to spend time understanding what consumers are interested in, must be accompanied by a self-addressed, stamped envelope. strategymag.com what their motivations are, how they view your brand and what you could do to delight them The full text of all issues since July 1992 is available online at www.strategymag.com. more. And I think that’s why we’re successful, because we start with such deep understanding.” Customer care Having more fun can be risky. “We’ve set goals for people that caused them to think out of To order a subscription visit www.strategymag.com/subscribe. To make a change to an exist- ing subscription, please contact us by e-mail: [email protected] the box,” Penner says. And structurally, it’s embedded from the ground up. “You have to drive Fax: (905) 946-0411 Tel: (905) 946-2450 Tel: 1-877-627-2537 a culture of innovation through the entire organization,” he confi rms. Subscription rates Creative reinvention always seems to focus on advertising, but reimagining other areas can STRATEGY is published 12 times per year by Brunico Communications Ltd. In Canada: One year CA$80.00 Two years CA $144.00 also have an impact. Penner points to logistics coups and in-store prowess. “We work hard (GST included. Registration #85605 1396 RT) at understanding shopper behaviour, and what can translate into business growth,” he says. Single copy price in Canada is CA$6.95. Please allow four weeks for new subscriptions and address changes. “It’s an area that doesn’t get much discussion, but makes a huge difference.” Copyright and trademark One fi nal thought: While visiting P&G HQ, I saw a more authentic refl ection of Canada’s STRATEGY and the tagline “Bold vision brand new ideas” are trademarks of Brunico diverse consumerscape than I’ve seen on other jaunts. Category brand manager Rob Linden Communications Ltd. All rights reserved. Nothing may be reproduced from STRATEGY in whole or in part without written permission. Reprint requests should be sent to [email protected]. confi rms that one of P&G’s missions is to have a diverse workforce, and says it’s occurring © 2008 Brunico Communications Ltd. through on-campus recruitment and the cross-pollination of global teams. The organization Postmaster notification also has professional diversity networks and cultural education. “If you have a diverse Canadian Postmaster, send undeliverables and address changes to: Strategy PO BOX 911 Stn Main Markham ON L3P 0E1 [email protected] workforce, you get diverse experience and benefi t from different ways of thinking,” he says. U.S. Postmaster, send undeliverables and address changes to: Strategy PO BOX 1103 Niagara So if you want to stay in touch with consumers, be more inclusive in your teams and watch Falls NY 14304 Printed in Canada. Canada Post Agreement No. 40050265. ISSN: 1187-4309. your marcom naturally become more inclusive and relevant. As the folks in this issue’s Member of Roundtable (p. 12) ask, why the hell not? Cheers, mm

Mary Maddever, exec editor, strategy, Media in Canada and stimulant Using FSC certiﬁ ed products supports responsible forest management.

4 STRATEGY October 2008 www.strategymag.com

EEditMasthead.Oct08.inddditMasthead.Oct08.indd 4 99/22/08/22/08 3:22:003:22:00 PMPM Got your first job as a Web Programmer

Had your last weekend of freedom

People have a love/hate relationship with this industry. When it’s good, it’s great.

When it’s tough, we can help. From services like our Ambassadors Network social

events to our work/life balance workshops, we’re here to help support, develop and

connect people in the communications industry. www.nabs.org

SST.11184.NABS.inddT.11184.NABS.indd 1 99/18/08/18/08 3:05:213:05:21 PMPM PUBLISHER'S DESK

October 2008 Volume 20, Issue 3 www.strategymag.com

Date: September 16 SPONSORED Venue: The Club at Bond Head ALSO IN THIS ISSUE… The sentiment: “I sucked, but it was a great time.” SUPPLEMENTS PAGE S23 CREATIVE

B AGENCIES It was a sentiment that ﬁ lled the room – and no, it wasn’t an episode of Dancing with the Stars. Rather, it was the 23rd annual NABS charity golf tournament, where more than 260 duffers and do-gooders sent the sod ﬂ ying. C Still, the self-deprecation didn't diminish a day that was pretty near perfect: bright sun, a light breeze and a cause very much worth supporting. The event raised $120,000, which will be used to help industry employees in times of need. In keeping with that benevolent spirit, it's only fair to point out that not everyone sucked. The lucky so-and-sos from UPCOMING AthletesVideo took top honours with a Tiger-like 60 on the North Course. Nice. – Laas Turnbull D SUPPLEMENTS A. Gillian Graham, ICA; Peter Jeffery, GJP Advertising; Aldo Cundari, The Cundari Group and chair of the NABS board of December 2008 directors B. Robin Heisey, Anne-Marie Tseretopoulos, Sunil Sekhar, all from DraftFCB C. The team from AthletesVideo, Unconventional low-score winners on the North Course D. Brian Molloy, Cathy Whelan Molloy, Upfronts CWM Marketing & Consumer Insights; Alan Gee, GJP Advertising E. Tim Hickey, Colour Innovations Printing; Mike Fenton, president of NABS; John Boniface, DraftFCB; Carl Nanni, vice-chair, NABS board of directors E

6 STRATEGY October 2008 www.strategymag.com

PPublishers.Oct08.inddublishers.Oct08.indd 6 99/19/08/19/08 5:42:295:42:29 PMPM )&å9/5å4().+å9/5å .%%$å!å2%!3/.å 4/å'/ å4(%å#/#+4!),å 2%#%04)/.å 34!243å!4å

SST.PT.10371.CMA.inddT.PT.10371.CMA.indd 7 99/19/08/19/08 4:00:054:00:05 PMPM MY SHOES ARE WEIRDER THAN YOURS BY ANNETTE BOURDEAU PEEK FREANS BAKES UP Plain old sneakers apparently just aren’t doing it anymore. We noticed that Adidas, Converse and Reebok are all introducing DESKTOP INDULGENCE some unusual new kicks, and we thought we’d do a round-up. So behold this fall’s lineup of curious shoe tie-ins. Whoever Peek Freans Lifestyle Selections cookies launched said themed shoes were just for kids? a new web-based soap opera called As the Cookie Crumbles last month, as recent research points to a growing number of women spending time online. Echoing the “guilty pleasure” of the soap operas watched by nearly fi ve million Canadians every day, the webisodes, developed by MacLaren Momentum, follow romance, heartbreak and mystery in the lives of Glamora County residents through twisted Clockwise: the Adidas plotlines and intrigue. Hellboy sneaker; the Reebok Monopoly shoe; Launched Sept. 18, the soaplets’ viewers “take a moment” every the Converse Chuck Taylor Thursday at 3 p.m. to indulge and watch the eight-episode drama All Star Video Game Hi-Top unravel from their desktops at asthecookiecrumbles.ca. Viewers can also become personally involved by voting for one of three possible endings. The initiative, which will be advertised in the October issue of YUP, IT’S A PIEMOBILE Chatelaine, is part of a fully integrated marketing campaign that includes ABC is opening its Pie Hole…across the States. An Airstream in-store sampling, CRM, social media, public relations and direct mail. GT trailer disguised as the Pie Hole restaurant, the main setting of the network’s morbid, fairytale-esque show Pushing Daisies, will offer pie to passersby as it makes its way from Disneyland to Times CREATING MARCOM LEADERS Square. Pie patrons in 10 major U.S. cities will be able to enjoy a The new Masters Certifi cate in Brand Communications offered at the free slice and décor from the show’s set, as well as Pushing Daisies Schulich Executive Education Centre (SEEC) – a result of a partnership swag (magnets, pie-cutters and spatulas). between the Institute of Communication Agencies (ICA) and Schulich The tour is trying to cook up some buzz for the show, which fell – will launch in January. With a goal to help agency leaders stay ahead of the game, the victim to the writers’ strike but returned this season. A website, program’s curriculum (developed by ICA) will have three pillars – brand pushingdaisiestour.com, will chart the mobile pie-purveyor’s trek communications mastery, innovation leadership and thinking and across the U.S. Alas, any ideas of the tour heading north of the creating – to provide skills on how to put ideas into action. border to give Canadians a taste are just pie in the sky. JP “This program must be breakthrough to be relevant to the best, brightest and most senior in our industry,” says Suzanne Filiatrault, director of professional development at ICA. “The certifi cation is unique, because it’s designed for the industry, by the industry.” The program is open to senior-level agency personnel, regardless of discipline, with over 10 years’ experience in marketing communications. PICK THE FROM ABROAD: U.S. Academic and industry leaders, including SEEC executive director Alan Middleton, will teach the 15-session course. MARIJA DJUKIC

8 www.strategymag.com

UUpfront.Oct08.inddpfront.Oct08.indd 8 99/19/08/19/08 3:52:003:52:00 PMPM HELLMANN’S HARVESTS ITS URBAN GARDENS SDM PRESCRIBES BY JONATHAN PAUL BEAUTY OPTION Unilever Canada is reaping its green BY MARIJA DJUKIC rewards with Hellmann’s Urban Gardens. The program branched out in its second Shoppers Drug Mart is launching a new year to partner with Evergreen, a Toronto beauty concept store – Murale – to fi ll a void charity that motivates people to create in the skincare retail industry. and sustain natural outdoor spaces. In November, the fi rst store in the new The arrival of fall allowed Hellmann’s boutique brand is set to open in Ottawa, to break ground on another addition to featuring more than 200 skincare and beauty the program – a small harvest festival in products (brands yet to be announced). Canadian cities, at which the gardeners Murale will also feature small in-store and family members gathered and cooked pharmacies offering skincare advice and fi lling the food they grew. prescriptions for dermatological products – a “We were able to almost double the logical progression of the trend of GPs offering Urban Garden plots this year, helping more people fi nd a way to enjoy natural, wholesome food in cities where aesthetic services, since the options are the opportunity wouldn’t otherwise exist,” explains Jon Affl eck, marketing director at Hellmann’s Canada. The complex and women seek a trusted advisor. program also encourages Canadians to join the Real Food Movement by choosing locally grown foods, and Murale will extend the successful Shoppers promotes the real ingredients in its mayonnaise. Optimum loyalty program to its customers. Back in May, 225 aspiring gardeners submitted stories to hellmanns.ca explaining why they deserved a plot. Its layout – with a different colour scheme Over the summer, 94 winners planted and maintained their plots in seven gardens in Toronto, Vancouver, Halifax, and design than Shoppers’ – will encourage Calgary and Montreal, with help from Evergreen experts. interaction between staff and customers, and A national ad campaign from Ogilvy and Mather and PHD promoted the Urban Garden program, while stores will range in size from 5,000 to 8,000 Toronto-based Harbinger headed up PR and Toronto’s Segal Communications managed promotions. sq ft. A fl agship Montreal location opens in An online component on hellmanns.ca, tended by Toronto-based Dashboard, includes info about the Real December. www.shoppersdrugmart.ca Food Movement, recipes, discussion forums and gardening tips. “soaps watched by nearly fi ve million Canadians every day”

CTV PUTS FANS IN THE PICTURE BY TERRY POULTON Fall TV buzz often centres on new show launches, leaving returning shows feeling like the kid who gets picked last for the team. But CTV cooked up an antidote. “Live the Drama” is an engagement-boosting contest launched last month to give viewers the chance “to walk in the shoes of their favourite characters” from returning series. The fi ve grand prizes include VIP treatment at the fi nal wrap party of ER; a CSI set visit and “victim makeover” by the show’s special effects makeup artist; an opportunity to attend a live taping of Dancing With the Stars (including a private dance lesson with one of the choreographers); a Desperate Housewives wardrobe tour and shopping spree; and the fi rst-ever visit to the set of Grey’s Anatomy. The promotion from CTV’s Creative Agency invites fans to battle for prizes by completing “missions” inspired by their favourite series. “This is a once-in-a-lifetime opportunity for Canadian viewers to win trips to the sets of their beloved television shows,” says Susanne Boyce, CTV’s president, creative, content and channels. A 30-second promo on-air and at CTV.ca enlists viewers to sign up to receive a mission every two weeks. Contestants upload photos or videos of themselves relating to their favourite “stories,” and the public votes for the top fi ve. Final winners are chosen by a panel of CTV judges. There will also be 10 bi-weekly prizes per show awarded based on a random draw for all entrants. http://livethedrama.ctv.ca

STRATEGY October 2008 9

UUpfront.Oct08.inddpfront.Oct08.indd 9 99/19/08/19/08 3:52:173:52:17 PMPM k_\k_`i[gX^\%

WATER JACOB NEEDS A GIRL Montreal-based women’s clothing chain Jacob wants its customers COOLER to know that the face of its new fragrance will be someone just like them. The retailer’s strategy ASKING strays away from the aspirational marketing path that has resulted CANADIANS in a plethora of celebrity perfume Maintaining a lasting position in the marketplace doesn’t come easy alliances. Instead, it’s giving these days. Or does it? We wondered whether brand loyalty still unknown young women across the country the opportunity to be in infl uences consumer behaviour. the spotlight by launching its “Be the Face” contest. “In a competitive market driven by celebrity endorsements, we When it comes to the following major retail brands, where do have chosen to fi nd a Canadian woman who refl ects our customer,” you fi nd yourself? explains Barbara Epstein, director of marketing for Jacob. “We are “I’m a “Meh. The store confi dent that the Jacob woman will identify with and appreciate die-hard brand or whatever’s seeing someone like herself featured as the face of the fragrance.” loyalist.” on sale will do.” To hype the contest, Jacob’s image and marketing team rolled Heinz Ketchup 74.7% 25.3% out a multi-faceted campaign, developed and executed in-house, Kraft Dinner 68.1% 31.9% that includes promotions at jacob.ca; radio promos leading up to casting calls in Montreal, Vancouver and Toronto; live on-location Tide 43.6% 56.4% radio broadcasts on the day of the events; promotions in the Kleenex 29.7% 70.3% October issues of Elle Quebec and Elle Canada; and in-store and mall promotions. Glad garbage bags 27.8% 72.2% The campaign also includes social networking elements, with buzz This poll of 1,000 Canadians was conducted by the AskingCanadians™ online built in Jacob’s Facebook community as well as a partnership with panel from Aug. 26 to Aug. 29, 2008. AskingCanadians™ is owned and operated MySpace Fashion Canada that includes featured video content, by Delvinia Data Collection. www.delvinia.com pictures and an interview with the “new face,” whose name will be revealed early October. JP PFIZER VIRAL SENDS HOPE TO KIDS BY GARINÉ TCHOLAKIAN

As part of its “More than Medication” initiative, Pfi zer Canada launched its fi rst corporate viral fi lm, Graffi ti, last month. The 90-second fi lm follows a teen graffi ti artist who spray-paints a message in a dark urban alleyway, then comes home to his seriously ill younger sister and pulls back her curtains to reveal his tagged message of hope: “Be Brave.” The fi lm, created by Zig, has no product mentions – instead, it enlists viewers to be a part of Pfi zer’s guaranteed $50,000 donation to the Starlight Children’s Foundation Canada. Pfi zer is donating $5 every time someone views the fi lm and forwards it to a friend. The fi lm closes with an invitation to visit morethanmedication.ca (also devoid of product mention), which is devoted to helping Canadians live healthier lives by providing comprehensive non-medicinal health information. The fi lm is part of Pfi zer’s “We Can Be Brave” campaign, which was developed by Zig, interactive agency Klick, MediaCom Canada and Health Connect and is being supported with online banner ads on key French and English portals. morethanmedication.ca/bebrave

10 STRATEGY October 2008 www.strategymag.com

UUpfront.Oct08.inddpfront.Oct08.indd 1010 99/19/08/19/08 3:52:343:52:34 PMPM deconstructed. CFRB WANTS TO TALK

BY ANNETTE BOURDEAU CONCEPT Toronto’s CFRB 1010 Radio, Redmond: ‘We Need To Talk’ is a powerfully simple summation of what news talk radio is all about – an absolutely essential public forum for lively debate on a property of Montreal-based Astral Media, controversial current affairs. It conjures the urgency and volatility you would expect from a news talk brand. is trying to raise its profile and get people Archibald: Decent concept, suits the brand, though the topics are completely talking by posing provocative questions unoriginal, old and boring, which is bad for the brand. around the city via the use of some unusual media placements. “PROVOCATIVE” STRATEGY One execution is a sign asking, “Should Redmond: Courting controversy should be CFRB’s only move. Unfortunately, the panhandling be illegal?” that was placed questions provoke nothing more than a shoulder shrug when they should be stoking either behind panhandlers or in some a polarizing ire that compels me to pick up a cases even in their hands. (CFRB paid the phone and scream my opinion. Archibald: Can be a smart move if done panhandlers for their participation.) The properly. However, I don’t believe these are campaign also includes chalk outlines controversial, rather conversation starters. If they were meant to be controversial, they around Toronto’s crime-ridden club district are way off the mark. asking, “Is crime out of control?” and wild postings on graffitied walls questioning CREATIVE EXECUTION whether it’s art or vandalism. The tagline is Redmond: One wonders if ‘We Need To Talk’ would have sufficed without “We need to talk.” spoon-feeding the audience with garishly “The media placement is just as highlighted statements of the obvious. The simplicity of the call to action gets important as the creative itself – it’s a bludgeoned by heavy-handed art direction. Archibald: A few caught my eye at first, micro-media placement to make CFRB but perhaps only as someone who works relevant,” says Martin Beauvais, ECD at USE OF MEDIA with and is interested in advertising. Redmond: With the exception of the panhandler, every Engaging, no. ‘Art or Vandalism?’ Really? Toronto-based Zig. “It’s a debate. It’s guerrilla execution feels artificially staged. Forgive Still on this graffiti topic from the late provocative in terms of trying to my skepticism, but a CFRB guerrilla posting nestled ’80s? Borrrrrrinnnng. I didn’t even know fortuitously next to a guerrilla chalk ad for an industry what radio station they were for until I got get people involved.” darling book store and leveraging a famous guerrilla this request to discuss them. The campaign’s target is broad; Beauvais campaign for Vespa feels a bit apish to me. A wonderful agency idea seems to have lost its way in the streets. describes it as “anyone who listens to the Archibald: This is where they get the most credit. Postings on bikes, panhandlers and chalk outlines caught my eye. radio.” It aims to remind people that CFRB This is the only creative aspect of the campaign. Not a new covers what matters to Torontonians in a idea, but using these mediums to back the message is what ties the whole campaign together. Too bad crime is never in highly relevant way. control and everyone knows cyclists are to obey traffic laws. We asked Craig Redmond, VP/CD at End of discussion. Vancouver-based Concerto Marketing, and Ryan Archibald, Toronto-based associate The creds publisher of the always-controversial Vice CFRB production & media creativity manager Rob Braide, VP; Rebecca Shropshire, director of magazine, to weigh in on whether this branding & communications Zig Martin Beauvais, ECD; Andrew Cloutier, design campaign will get people talking and – more Astral Media Outdoor director; Andrew Bradley, Neil Blewett, writers; importantly – listening. Nicola Petrie, account manager; Judy Boudreau, Yasmin Sahni, Scott Park, ADs; Lynn Sivec, strategic planner; Sheri Hachey, team leader

www.strategymag.com STRATEGY October 2008 11

DDeconstructed.Oct08.inddeconstructed.Oct08.indd 1111 99/18/08/18/08 3:48:463:48:46 PMPM Y`q% INCLUSION IN ADVERTISING Strategy recently received an email with the subject line: “Racism in commercials.” It asked why there were rarely people of color in commercials in anything but secondary roles. Good question. The consumerscape in Canada continues to diversify, but have marketing departments and ad agencies kept pace with the change? Do marcom programs reﬂ ect the new multicultural mix? What can be done? We decided to ﬁ nd out. BY RAKSHANDE ITALIA MODERATOR ROUNDTABLERS

Barb Tilly is marketing Jacquie Hood is sales Tony Pigott is Saul Gitlin is EVP Prasad Rao is business Mark Childs is VP Joan McArthur is communications development manager president and CEO, strategic services, Kang director and partner marketing at Campbell a partner at 27 Marbles manager at Ford of at OMNI TV, whose JWT Canada. In 2001, & Lee Advertising in at Toronto-based Rao Company of Canada, Training, where she Canada, where she remit now includes he launched JWT New York. He spent Barrett and Welsh, where he leads the teaches courses oversees multicultural Roger’s new OMNI Social – now Ethos – a nine years in senior with experience in Canadian soup, for advertising communications, channels in Calgary service specializing in marketing roles integrated multimedia beverage and cracker and marketing as well as Lincoln and Edmonton. strategic marketing for overseas – seven campaigns. The agency brand portfolios professionals. She marcom. Previously non-proﬁ t institutions. in China and two in has worked in Asia and and participates also teaches at she led multicultural He has chaired the the Middle East. He Africa, and specializes in on the Canadian OCAD, and has 20 research with a focus on Committee on Diversity serves on the Asian communicating to the senior leadership years of experience opportunities to grow in Advertising, which American Advertising South Asian and Chinese team. Childs is active at agencies including Ford’s image within the researched Canadians’ Federation board communities. Its clients in the company’s Ogilvy & Mather and Asian communities in perceptions of how the and the Advertising include TD Canada Trust, diversity programs, McCann Erickson (now Canada, and oversaw industry is doing on the Research Foundation’s CBC, Bell Mobility and and launched OPEN MacLaren McCann). its Chinese-language TV inclusion front. Multicultural Research Diageo. Rao was also – Our Pride Employee and print executions. Council. formerly CEO of Ammirati Network, an internal Puris Lintas in Tanzania. GBLT afﬁ nity network.

When a leading paper in Toronto pictured fi ve when Canadians across the country were have yet to keep pace. One historical barrier toddlers from different ethnic backgrounds asked a few years ago if advertising was geared for more multicultural programs has been on its front page, it echoed Statistics too much to white consumers, 45% said yes. created by a lack of third-party metrics within Canada’s prediction of the country’s cultural That number rose to 48% with the visible ethnic media as well as timely, arm’s-length composition in the near future. The 2006 minorities polled. research on the segments. census data reveals that from 2001 to 2006 the Our roundtable experts opined that Canada’s However, given the exponential growth of number of visible minorities grew at a rate of huge ethnic segment has not been included the Chinese and South Asian communities 27.2% – fi ve times that of the population as a in most marketers’ mainstream advertising and an increasingly diverse consumerscape whole. Of these ethnic groups, the two largest, and marketing communications, prompting overall, some marketers feel being inclusive in South Asians and Chinese, already account the question: do we all need to increase our mainstream activities is more of a “why not?” for 8.5% of the population, and are pegged to cultural intelligence? question than something that needs to be constitute 15% by 2017. While fi nancial institutions, telecom and justifi ed with extensive tracking data. But switch on the TV, and chances are these auto companies have taken an early lead in As Mark Childs, VP marketing at Campbell segments are not refl ected in the same ratios, including the new consumer segments, others Company of Canada and a passionate beyond government advertising. Interestingly, such as consumer packaged goods companies advocate of diversity, asked: “Why is inclusion

12 www.strategymag.com

BBiz.Oct08.inddiz.Oct08.indd 1122 99/19/08/19/08 3:53:213:53:21 PMPM Roundtable

The company recently received an award from the Ministry of Labour for being one of the top organizations in Canada in promoting a diverse workforce. CTV Montreal was also awarded for achieving a perfect score with its employment equity results in hiring people with disabilities, visible minorities and aboriginal people. Crawford says her company is funding a start-up called Lights, Camera, Access, the fi rst organization in Canada that caters to actors who have physical, visible or invisible disabilities, and a one-stop development resource and casting agency. This will help with one other historical barrier for advertisers who want to be inclusive in their commercials – fi nding the right talent. And as TV programming benefi ts from these efforts, the advertisers who don’t keep pace could stick out even more. Strategy wanted to see where the industry is at in terms of connecting with its new audiences and integrating a more inclusive approach. So we brought together industry In 2006 Campbell Canada translated its slogan into languages including Gujarati, Chinese, Hebrew and French. players with experience in running inclusive cultural programs to identify the market opportunities and explore the barriers, and a question, given who we are as a country and Canada’s broadcast industry has recognized the ways to overcome them. a population?” the importance of refl ecting diversity both The lack of data hasn’t deterred some major internally and visibly. In 2004, the Canadian Joan McArthur: How has the ethnic marketers, such as Ford Canada, which is Association of Broadcasters (CAB) stated population changed over the past few now active in these two growing communities that big steps needed to be taken to address years, and how have marketers addressed – with efforts including a Chinese website this growing segment through their and ads running in B.C. and Ontario that communications? feature Canadian Mark Rowswell, a media We don’t know if superstar in mainland China under the name Tony Pigott: The population, particularly Dashan. Ford’s marketing communications marketers have woken in big cities, has changed, but I don’t believe manager, Barb Tilly, says it just “makes most marketers have assessed exactly how that business sense.” to the spending power pattern has emerged. Christine Comi, national language account There is some important learning particularly executive at Omni TV in Toronto, concurs: of these communities. as it relates to the 10 to 12 top markets. Most “Chinese and South Asian metro population in people think this phenomenon is Toronto, 2006 represented 23% of Toronto and 30% of I see a lot of Vancouver and Montreal, but it’s more Vancouver’s total population.” widespread. Everybody knows things have But numbers are just half the story. Spending intellectual interest, changed, I just don’t know that there’s a real potential and cultural traits of savings and understanding of the implication for broader investment are also key for marketers, adds I see very little marketing issues. Comi. “The Chinese, South Asians, Italians and Portuguese in Toronto have an estimated money on the table. Saul Gitlin: Across North America, there annual household expenditure of $38 billion, is a transition. In earlier times, immigrant which represents 25% of the total household Where’s the money? groups tried to assimilate to become expenditure in Toronto,” she explains. “Of Canadian/American. Now due to a rise in that, the South Asians and the Chinese have the imbalance, and that there was a lack of population, they are moving to acculturation. the lion’s share of $28 billion. In Vancouver adequate representation of aboriginal people That’s defi ned as maintaining a celebration these two groups account for 24% of annual and people of Asian heritage on air. of my own culture and language within my household expenditure.” Sarah Crawford, VP public affairs at community, but acculturating, to the extent Like boomers, it’s a big market to ignore. CTVglobemedia, was part of that CAB that I need to, within the greater society. Perhaps one factor is that at the HR level, initiative and says, “Diversity is not separate within the marketing fraternity Canada’s from the mainstream. The mainstream Prasad Rao: India and China are now diversity isn’t refl ected, and especially within is diverse, and therefore diversity is the superpowers. Suddenly the Indians and the advertising agencies, little is being done to mainstream. That’s been the mantra at Chinese don’t feel they need to disappear in catch up. CTVglobemedia.” the background and be as Canadian, because

STRATEGY October 2008 13

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they are saying, ‘I am fairly secure in my identity.’

Mark Childs: In 2004, Campbell Canada made a clear strategic articulation about the journey that we wanted to create, which was ‘authentic nourishment for all.’ A year later, a few folks took the initiative to understand what ‘for all’ meant in Canada. There were two paths: how do we become more inclusive in our mainstream advertising? And are there specifi c populations that we can talk to credibly to realize that opportunity? We shot six advertisements in the mainstream media in 2006. At the end of the commercials was a vignette showcasing people of different ethnicities enjoying soup. The slogan, ‘M’m! M’m! good,’ was translated in six different dialects, such as Gujarati, French and Ojibway. The second strategy was to connect with fi rst-generation Chinese-Canadians to share insights that Swanson’s broths are also available here, as in their home country. The Ford of Canada integrates visual cues from Chinese culture to make ads relevant to the community aim was also to increase the usage among that audience, and those ads ran on Fairchild TV in our ad for a native Canadian, we had only in it for the long term, so we did ad tracking Cantonese and Mandarin. two people show up, and that was in the last year and continue this year. We also have second call. During the wardrobe session we market share being measured; it didn’t exist Barb Tilly: Our communications and discovered that they were to be stereotypically and does not exist. And how do those results marketing strategy is to connect with South dressed, and we wanted them to dress as they look to us? We are not looking for the payoff Asians and Chinese through advertising, but would themselves – however that may be. I now. We see success if the brand’s awareness also by creating goodwill, understanding and think there is still a tension of fi nding talent, is widening out there. respect and PR, and that’s done in a relevant unless one is specifi c in writing a casting brief. way that connects with them. When we created the ‘Meet the Campbells’ Pigott: I think the challenge for agencies The Chinese strategy is to speak in their ads and wanted to fi nd real Campbell families is to do with time, money and information. language, which is their preference, but Marketing is a multi-partnered undertaking, interestingly, all our South Asian advertising and the issues reside within how businesses is done in English. So we will be on South It needs to begin at see this territory. It needs to begin at the Asian media but in English, and that comes strategy stage. Agencies are pushing, but down to the work that we have done the strategy stage. change will start when clients embrace the determining preference. Agencies are pushing, business and the brand-building opportunities. Gitlin: We made a Chinese campaign Rao: We don’t know if marketers have woken called ‘In your Hands’ that takes from Ford’s but change will start to the spending power of these communities. I overriding principle ‘Powered by you,’ which see a lot of intellectual interest, I see very little is putting the customer fi rst. ‘Powered by when clients embrace money on the table. Where’s the money? you’ is translated using the word ‘hand’ in We are brought in for assignments where Chinese and takes the Chinese principle of the business and the budgets for the Chinese and South Asian palm reading, and the three lines in the hand efforts are lower than the production budgets – success, relationship and the lifeline. In the brand-building of mainstream Canadian advertising, and ad one can see Dashan driving three separate that budget includes the fee, the media, vehicles on three separate roads with heavy opportunities everything. Yet the processes involved in visual cues from Chinese culture as to what doing that need to be the same, and so that the roads are. across the country, we found they were all becomes the real challenge. of Scottish descent. So we ran a second ad McArthur: What are some of the specifi cally looking for ethnic Campbells, Jacquie Hood: Funny, people say they want barriers faced by marketers, media which was a bold move. And we found them to go for a bigger share of the market, but they outlets and advertising agencies in – because of mixed marriages, Jamaica has a are going after the same people for 30 years. addressing this growing market, and Campbell strand! You want something different? There is an how can they be overcome? untapped market sitting there waiting, and it’s Tilly: There’s not a lot of metrics out there, time to jump on the bandwagon. But if you Childs: We struggled with the casting. For and we have done a lot ourselves. But we are look at the business side, there is no research.

www.strategymag.com STRATEGY October 2008 15

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We present to clients and they say, ‘Show me a Pigott: It’s tricky. How do we understand the number,’ but we have no number. We have to complexities of their identity, and how does be committed to research. Fairchild can do it, one do it authentically? We are not alone in but people will say it’s biased. this confusion, but I think it’s important that we understand this. Gitlin: There is a dearth of product-category As part of the UNESCO working group and brand-specifi c research and insights for which is developing a world report on cultural Canada’s visible minority population. One can diversity and globalization, I can tell you that get creative in the absence of numbers, [but] they are also trying to fi gure out this global marketers building a long-term relationship in phenomenon. And Canada is on the front end this market will at some point have to do of the global phenomenon of the intermingling some research. of cultures. I suggested we start thinking in terms of cultural intelligence. McArthur: The pressure has never been I don’t think we are going to get far unless greater to get quick results, and it is we recognize that Canadians, despite the a challenge for Canadian companies success of our social experiment, really don’t reporting into the U.S. to make a case understand what we need to do. I don’t think for Canadian advertising. So how do you you are going to see systemic change unless justify multiple culture programs? there is an upgrade in people’s level of cultural intelligence and understanding. Childs: We are choosing where we can be Canadian, and where we can adapt U.S. work McArthur: How do we raise cultural where it makes sense. We have an internal intelligence quotients? global recognition program, and the team has just written our Swanson case study and the Gitlin: In Canada we have thriving cultural initiative working with Fairchild. Bell ads reach out to Canada’s burgeoning South communities, and they are good resources. I can tell you that, in the fi rst year that it Asian community by speaking their language Execute research – qualitative or quantitative took to bring that program to life, the impact – so that marketers can learn after engaging in of sales in a small period of time does not a dialogue with these communities. make sense. We are still proud of the initiative, McArthur: Do agency and marketing it’s the right thing to do and it will have a staff refl ect the current marketplace in Rao: We conduct regular meetings to long-term effect on branding and awareness. an accurate way? understand values, attitudes, aspirations and That’s our future marketplace – it’s a lifestyles and what motivates them. We do population-based argument. Pigott: I don’t think so. If you go to most these with new immigrants and those who agencies, they don’t look like Toronto. There have been here longer, as well as for people Tilly: We are doing a better job, our familiarity is a certain predictability. You have to involve who are about to retire. is increasing and we are getting the hits on people and give them the tools and the our Chinese website, but there’s a lot of understanding of how to be better at this. Childs: It’s important for us to engage in the opportunity to expand. I don’t think agencies are showing enough changing-ethnicity-of-Canada dialogue as I just think that there is an uncomfortable leadership. We should play a more assertive individuals, and with agencies as our partners. feeling because we are used to so many role about how the brand needs to round out We are trying to fi nd people who can be a metrics – do all the boxes need to be checked into all aspects of the consumer base, and to catalyst for change, and they will ultimately off to move forward? We got good information think of the advantages. The issue needs to be attack it. that this was the way to move forward, and made more visible and constant, so that it just that continued to build as we went. enters into the way people think in agencies. Tilly: In my company that’s my role, and I work with my colleagues in multicultural McArthur: Are these inclusive Hood: Agencies are changing. We deal with affairs, teaming up to handle communications communications also driven by the younger planners [from] a different world. and making sure it’s a comprehensive plan. culture of the organization and the intent to be more refl ective of Canada? McArthur: Beyond being inclusive Pigott: I think marketing departments and in mainstream campaigns, how can advertising agencies need to get beyond the Tilly: Yes. But it’s twofold. We talk of the marketers address these communities? superfi cial and understand the dynamics so business case for it and the population growth that we can not only refl ect this when we that continues. It wouldn’t make sense for us Rao: When reaching a multicultural audience, market, but understand this as a business not to do it. one needs to deliver a value proposition that’s opportunity. It’s fundamental training, relevant to them, and for that you have to go and through it you will also accelerate the Childs: Campbell’s believes in being a diverse beyond translating. Some years ago, banks inclusion of different people within the agency organization, but I believe that when we here came up with the idea of a no-haggle talent pool. allow individuals, whether in the agency or mortgage, which to the assimilated Canadian At JWT we say that to study advertising is on the client side, who have a passion for this seems fantastic. But to a Chinese or a South to study mankind, and if we are true to that to develop ideas and run with those ideas, Asian, that’s the worst thing you can say. It was principle, we should be at the top of this. wonderful things happen. interpreted as ‘Don’t talk to me.’

16 STRATEGY October 2008 www.strategymag.com

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SST.PT.10907.MIC.HA.inddT.PT.10907.MIC.HA.indd 1 99/22/08/22/08 3:37:383:37:38 PMPM n_f% Switching gears Reginald McLay revisits those quintessential Canadian Tire moments to build an emotional bond with consumers BY MARIJA DJUKIC

As the senior vice-president of marketing as well as in the company’s Pacifi c Rim and business development for Canadian Tire offi ces, he has a mandate to position the Retail, Reginald McLay describes himself less Canadian Tire brand in the hearts and as a marketer and more as a merchant with minds of the consumer and differentiate it in-store experience from its competition. The solution? McLay I believed that Canadian Tire who now has the “championed being customer-centric,” says privilege of managing a Kathleen Collins, GM of the Canadian Tire was a retailer with tremendous marketing team. business at Toronto-based agency Taxi. With marketing For the retailer’s newest campaign, “For Days brand loyalty, but also with efforts tracing back to like Today,” McLay convinced his bosses to 1929 (when Canadian embrace the risks that accompany switching many under-leveraged growth Tire’s fi rst catalogue gears to a new corporate strategy, and showcased tire values championed the need to create an emotional opportunities. I wanted to be a and a road map of bond between the consumer and Canadian Ontario), Canadian Tire. “He helped Taxi navigate the strategy by part of those opportunities Tire Retail now has setting up the right touchpoints with senior 468 stores across executives, providing a series of presentations Reginald McLay’s new “For Days Canada which together serve more than three and successfully launching the campaign to Like Today” campaign shows off the million customers per week, selling them the internal team,” says Collins. chain’s expanded merchandise mix tools, hardware, clothing, home and gardening, The new, more emotional pitch is reminiscent camping and automotive products. of the classic Canadian Tire commercial “A So it’s a big remit. Fortunately, McLay Bike Story,” shot by commercial director Bill has 30 years’ worth of retail experience and Irish, which McLay says was a great example lots of backup. Managing 250 people in of Canadian Tire relating to consumers and the Canadian Tire home offi ce in Toronto tapping into Canadian heritage. The new

18 www.strategymag.com

WWhotoWatch.Oct08.inddhotoWatch.Oct08.indd 1188 99/18/08/18/08 4:14:044:14:04 PMPM the entry of world-class global retailers into the Canadian marketplace. And the biggest goal is to successfully launch the “Class Of” prototype store concept, which originated in the early ’90s, when the brand needed to revamp its signage and layout and improve consistency. It is referred to as a “class” because it’s evolving as Canadian Tire continues to deﬁ ne its image. “Reg McLay is a custodian of ﬁ nding what keeps the consumer happy,” concludes Collins. And perhaps as an insight into what that entails, McLay reveals that his favourite ad is the seasonal one with the catchphrase “Give like Santa, Save like Scrooge,” because it’s about family, but with a nod to the wallet.

How would you describe yourself? Collaborative and thoughtful, yet assertive.

How would others describe you? Others would say I am collaborative and thoughtful, yet assertive and hard to read sometimes (which Above and right: campaign executions incorporate the nostalgia of classic Canadian Tire ads makes me a good poker player).

campaign, which replaces the three-year “Aisle division and buying offi ce. Armed with a What was your fi rst job? Sign” effort, taps that nostalgia vein, but also degree in economics from Wilfrid Laurier Slugging it out in the hay mow in weaves in the retailer’s expanded merchandise University, he found that six years of store 45-degree temperatures. mix. Snapshots of men, women and children management taught him the value of really using Canadian Tire products for just about understanding the consumer to create a QUESTIONS SIX Reality show you’d most like to anything are an attempt to highlight the stores’ marketing strategy. During his remaining be on? mix of living, driving, fi xing and playing gear, time at Zellers, he was exposed to the macro Survivor; I would be the quiet guy while remaining customer-oriented. business strategy, in which he learned to who doesn’t get noticed until I walk The new marcom effort launched in competitively position the brand. off with the prize. September with a 60-second brand spot that “My early career experience schooled me aired nationally on TV and in theatres, as in consumer-centric retailing from both a What is the most important lesson well as on transit shelter and tri-vision ads. In store level and a corporate offi ce perspective,” you’ve learned? upcoming months, the campaign will spread via explains McLay. Success is achieved by giving a brand- and product-focused fl yers, billboards, Since joining Canadian Tire, he has great team a strong mandate and radio, magazine, online and point of purchase occupied a number of senior roles, including efforts. Taxi helmed the strategic and creative managing the home and leisure merchandise appropriate resources, and then development phases, Toronto-based MediaCom division. “I believed that Canadian Tire was staying out of their way. led the media planning process and Fuse a retailer with tremendous brand loyalty, Marketing, also in Toronto, participated in the but also with many under-leveraged growth Which marketer do you admire brand stewardship creative integration process. opportunities,” he says. “I wanted to be a part the most? McLay has been with Canadian Tire for 17 of those opportunities.” Tim Hortons, another iconic brand, years, but his career began at Zellers, where McLay says that the biggest challenge facing and a great Canadian success story. he spent 13 years in the store management his team has been preparing Canadian Tire for

STRATEGY October 2008 19

WWhotoWatch.Oct08.inddhotoWatch.Oct08.indd 1199 99/18/08/18/08 4:14:274:14:27 PMPM OUTSTANDING NEW CAMPAIGNS

BY ANNETTE BOURDEAU

SOMETHING FISHY Parc Aquarium du Quebec is baiting visitors with a colourful outdoor campaign that includes unique media executions like posters on interior bus roofs and wrapped “fish benches.” The latter plays on the common French expression banc de poisson, which can mean a group of fish or in this case, quite literally a bench of fish. “It’s a funny play on words,” explains Michel-Alex Lessard, general director at Quebec City-based Identica Branding & Design, a division of Cossette. There are seven bright-orange bench executions in total. All are located at malls, a common hangout for the family target. Other transit, wild postings and washroom executions blanketed the Quebec City region to the point of being impossible to ignore. “Quebec City was plastered with the campaign – it became the talk of the town,” says Lessard, adding that Identica pushed to keep the creative as minimal as possible to help the message break through.

advertiser: Claude Beaudoin, Élaine Ayotte, ADs: Jean Lafrenière, Sonia Girouard André Roy, Parc Aquarium du Québec production: France Laberge, Claude Tardif agency: Cossette media planner: Cécile Falardeau Communication-Marketing account services: Michel-Alex Lessard, VP/CD: Yvon Brossard Martin Bureau, Guillaume Mathieu

20 www.strategymag.com

CCreative.Oct08.inddreative.Oct08.indd 2020 99/18/08/18/08 2:40:102:40:10 PMPM CANDID CAMPBELL It takes a lot of guts to put an employee on camera admitting he doesn’t eat his own company’s food. Toronto-based Campbell Company of Canada is doing just that in a series of three new TV spots rolling out between now and January featuring actual Campbell’s employees revealing their concerns about the amount of sodium in Campbell’s soups. Each of the spots begins with tight shots of the employees’ faces as they talk about why they previously didn’t eat Campbell’s soups. The spots all emphasize that Campbell’s is reducing the amount of salt in its products, and rolling out healthier options like soups with brown rice and Omega 3. “Using real employees in the commercials is a great way to bring the news forward in an authentic way,” says Moya Brown, director of marketing at Campbell Canada. Campbell’s did an internal survey recently to get a sense of how employees feel about the products, and whether they consume them. They were startled by the results. “Quite a few of our employees had health concerns about our products. That was a real eye-opener for us, and a huge impetus for change,” says Brown. “Canadians are savvier about the types of foods they’re eating. We have a great opportunity to reach out to all Canadians with our authentic nourishment for all.” Featuring its own employees was also an opportunity for Campbell’s to reflect the diversity of its workforce, as well as the diversity of Canadians overall. “We’re really proud that we could feature our own employees,” says Brown. “It created a lot of excitement internally.” advertiser: Mark Childs, VP marketing; Moya Brown, director, marketing; Adam Zitney, senior brand manager; Gillian Aiken, brand manager; Nicolle Nordmann, brand manager; Andrea Dunn, nutrition strategy manager; Jacki Nelson, group director, stakeholder engagement strategy, Campbell Canada agency: BBDO CD: Daniel Andreani copywriters: Brian Gill, Cher Campbell account services: Darlene Remlinger, Kate Torrence, Olivier Caron, Lynn Summers, Catherine Crowe producers: Genevieve Clement, Jocelyne Dudoc prodco: Jet Films

LABATT’S SEXY STASH Sure, moderation is probably the best plan when it comes to alcohol-infused nights out. But that’s not always realistic. So the latest advocacy ads from Toronto-based Labatt Breweries advise party-goers to be prepared, with two sexy executions showing a busty woman and a low-riding man stashing cab fare in their cleavage and crotch regions, respectively. “We’re going after the 19 to 24 demo, so the tips had to be presented in a fun way to get their attention,” says Brian Howlett, CD at Toronto-based Agency59. The two executions are currently running as TSAs, and both drive traffic to the microsite makeaplan.ca, where people can find user-generated tips for getting home safely. Howlett hopes to build on the tips campaign with more executions. “The tips would be perfect for a social media campaign,” he says. The Make a Plan site was developed with a focus group of college-age students, who came up with the pointers as well as art to go along with them. advertiser: Labatt Breweries CCO: Brian Howlett agency: Agency59 photographer: Derek Shapton AD: Andrew Gillingham production: Jared Smith, copywriter: Jeff Katz Bruce Forty

You are cordially invited to submit your new, dead clever and previously unrevealed campaigns to editorial director Mary Maddever at [email protected] and CD Stephen Stanley at [email protected], co-curators of strategy's Creative space.

STRATEGY October 2008 21

CCreative.Oct08.inddreative.Oct08.indd 2121 99/18/08/18/08 2:40:262:40:26 PMPM Them’s ﬁ ghtin’ ads

BY ANNETTE BOURDEAU

It’s a bird, it’s a plane…uh, yeah. It’s 552.9BY MIKE FARRELL2.9 a plane. A branded fi ghter jet, to be precise, being carted around New This is the percentage of Canadians 14 to 34 York City and attracting stares from who agree with the statement “Graffi ti is a form curious onlookers. of art;” 22% disagree and 25% are on the fence. Abraham Slavin, CEO of New How does this affect you and your brand? It York-based AVI Media Group (which actually has a lot of implications. Contemporary has partnered with supplier Jet Angel), brands need to exude modernity and lifestyle is hooking up advertisers with a fl eet of resonance to win over younger consumers. refurbished decommissioned military Keeping in step or leading the charge on a fi ghter jets that can be adorned with cultural level are fundamental to brand-scaping. ads and parked in public spaces for Here’s an interesting array of culture-related street-level promotions. stats from Canadians 14 to 34 to consider: “So many people want to sit in these • 63% are interested in attending a concert Branded missiles attract stares planes and feel like a kid again,” says this year Slavin. And no, the planes don’t fl y • 42% are interested in checking out a food around the city – they’re pulled on the back of a trailer. and cultural festival “A fi ghter jet in the middle of any city is going to get people’s attention,” says Slavin, who used • 39% are interested in attending a a jet to participate in festivities celebrating Israel’s 60th anniversary last May in Times Square. professional sports event “It’s the ad Mecca of the world, and nobody was staring at the ads – they were all staring at • 8% are interested in checking out their local the plane.” version of a Pride Parade One of Slavin’s fi rst customers was Pure Power Boot Camp, an N.Y.C.-area fi tness program As we dig deeper, into the actual creation based on military training regimes. The military jets were a perfect tie-in for the brand. of art, the involvement and authenticity piece Advertisers can expect to pay anywhere from $2,500 US to $5,200 US a day, depending on whether they want to use a more common jet, like a missile, or something more rare, like a F14 kicks into high gear. Here, we fi nd cultural TomCat or a F106B Delta Dart. Slavin also offers weekly and monthly rates. activity at levels of 10% or more (in aggregate, Slavin plans to take his jets on the road: “Possibly even to Canada,” he says, “if you can cross across the country), including photography the border with a missile!” www.jetangel.com (28%), playing a musical instrument or DJing (20%), creative writing (17%), running a zine or blog beyond Facebook or MySpace (14%), visual arts and singing (both at 12%), dancing Float on Ipsos (11%) and poetry (10%). These cues paint a picture of a target more engaged in, and discerning of, cultural output speaks your than previous generations. And they expect the brands they let into their lives to follow suit. language This “statsthought” was gleaned from Ping – Youthography’s quarterly national study of BY MARIJA DJUKIC Canadians aged 9 to 34. It was culled from a In an “it’s about time” move, Paris-based market survey fi elded in fall 2008 and responded to by Looking for a “patented amphibious research company Ipsos North America has 1,762 14- to 34-year-olds, regionally represented. billboard?” Advertisers like McDonald’s, included multilingual options in its recently Mike Farrell (partner, chief strategic offi cer) can be Disney and Mitsubishi apparently are. They’ve launched 5.0 Ipsos Interactive Forum (IAF) survey reached at [email protected]. all used fl oating billboards by Malibu-based scripting software. Now, marketers can craft media supplier Billboard Boats. surveys in languages including Chinese, Russian The billboards can fl oat on water or glide and Hindi. across sand, snow, grass, dirt or pavement. The IAF software specializes in advertising, They’re airtight and light enough to be towed customer loyalty, marketing, media and public by a boat, Jet Ski, golf cart or bike. Advertisers affairs research, as well as forecasting, modeling can customize the size of their fl oating and consulting. Clients can access online real-time THOUGHT billboards, and even link several together. AB data with multiple exporting options, including www.bbidisplays.com PDF, Excel and SPSS. www.ipsos-na.com STATS

22 STRATEGY October 2008 www.strategymag.com

WWhatNext.Oct08.inddhatNext.Oct08.indd 2222 99/18/08/18/08 2:41:122:41:12 PMPM CREATIVEAGENCIES

Anything but Ordinary How Canada’s leading creative agencies are redeﬁ ning the biz

TRIGGER EXTREME SID LEE KARO TAXI DraftFCB GROUP

ad Men, the hit to solve.” diversifying the skill set of their AMC drama set in To say that there is a shift in-house creatives and breaking Ma Madison Avenue away from traditional media is down the walls between the advertising agency in 1960s overstating the matter: while different disciplines to come New York, depicts an industry most agencies have noticed up with effective solutions. that’s far different than the one that television is declining as Others are investing in new that exists today. Apart from a proportion of its business, technology. All are addressing the midday scotches and sexist DraftFCB, Karo, Trigger and the importance of creating a politics, there’s also a noticeable Extreme Group maintain brand (not branded) experience absence of focus group research that most of their clients are that’s consistent across all and data analytics. And while still spending a smaller (but interactions with the target. today’s creative directors are growing) fraction of their “That’s where all the interesting happy to think of themselves as marketing budgets on online ideas are emerging from, asking: To participate in this supplement, a modern Donald Draper, few and emerging media. But with where can we take our brand agencies had to meet one or more of still even consider themselves agencies taking a more holistic, experience? The answer blurs the the following criteria: 1) it must have Ad Men. “The term has become multidimensional view of brands, line of an ad by defi nition. It’s not been shortlisted for the Agency of the too limiting,” says Shawn King, has “advertising” become a so much about bought media, Year competition in the past three years, or 2) placed in the top 20 of Strategy’s VP/CD at Halifax-based Extreme dirty word? “It has,” confi rms but the other things you can 2007 Creative Report Card (published Group. “In a brief, you don’t ask Bertrand Cesvet, chairman and do outside of that,” says Steve in February 2008), or 3) won either the what the advertising interests chief strategist at Montreal’s Sid Mykolyn, CD at Toronto’s Taxi. Best of Show at the ACE Awards, Anvil of the client are, because that’s Lee. “As an industry we have to Read on to see how six of Awards, Lotus Awards, Ice Awards or the what you’ll end up creating. You stretch and redefi ne.” Canada’s top creative agencies Grand Prix Créa in the past two years. ask what problem they’re trying For some agencies, that means are rising to the challenge.

SPONSOREDSUPPLEMENT S23

SST.11066.CreativeAgencies.SuppleS23T.11066.CreativeAgencies.SuppleS23 S23S23 99/19/08/19/08 5:24:565:24:56 PMPM TRIGGER HANDS-ON EXECUTION

ig budgets aren’t the full-size originals, the one-third grease for ambitious scale minis sweetly emphasized Bcreative, as Trigger’s the campaign’s message that latest campaign for long-time “Littler is cuter.” The concept client the Calgary Zoo proves. was executed cooperatively by To promote the birth of the zoo’s Trigger’s creative and design baby Asian elephant, Malti, teams, with the pint-sized bus creative director Patrick Doyle benches being constructed, and his team placed miniature painted and distributed by the versions of bus benches, retail creatives themselves. “We Left: Child models with great haircuts? Trigger chose to feature the opposite sandwich boards, shopping constructed benches and each to illustrate its point for Beaners. Right: Calgary Zoo’s pint-sized bus bench carts and grocery store conveyor of us was responsible for one demonstrates a baby elephant’s charm belt bars in high-traffi c areas of them – including me,” says university campuses with a a year, branches serve pie around the city. Adjacent to Doyle. During August, “we’d put mini golf tournament that will to customers as a show of them out every day and bring take place at universities in appreciation. “That’s our gold them in every night so they October. “It takes the campaign standard for integration, but it’s wouldn’t get stolen.” When the to a level where there’s a high our goal to be that disciplined campaign was over, the benches degree of human interaction,” with every campaign,” says were donated to the zoo to be says Doyle, who relocated from Doyle. used throughout their grounds. Toronto three years ago to join To that end, Trigger - which Aimed at children and Trigger. “You need to surround celebrates its fi fth anniversary their parents, the guerilla the consumer without bothering this year - is expanding its street approach extended the them. To do that, we try to say web department, raising the campaign’s reach beyond more something relevant at many company’s profi le as a fully traditional media vehicles, different points.” integrated agency. In this niche, which featured illustrations of It’s a strategy with which its campaigns evolve from a Malti rendered in nostalgic, Trigger has had repeated media-neutral understanding storybook style. The hands-on success. Working with of the consumer. “We keep our involvement of the department Community Savings, an Alberta- noses out of award show books served to stretch the zoo’s based credit union that offers and instead concentrate on marketing budget. In Calgary’s profi t sharing, Trigger ran with what’s happening on the political increasingly competitive market, the tagline “Everyone gets a stage, in the environmental Doyle says Trigger’s all-for-one piece of the pie,” devising a movement, demographically…” attitude is what sets the agency campaign that includes TV says Doyle. This approach apart. More and more, he notes, spots and print ads featuring seems to be working. Trigger TRIGGER the work is less about ads and customers holding a generous continues to garner award show Larry Bannerman more about solution-driven, slice of blueberry pie. The idea nods for clients such as the President highly-integrated ideas. quickly permeated Community Calgary Zoo, Beaners Haircuts Taking inspiration from its Savings’ entire marketing plan. for Kids, The Canadian Red Tel: 403-539-2000 own approach to business, A Pie Photo contest generated Cross and Orchard Park. In th Suite 200 1725 10 Ave. SW Trigger is helping Alberta’s entries from across the province. fact, Trigger was the 14th most Calgary T3C 0K1 Certifi ed General Accountants Members sent in pictures of awarded agency in strategy www.ideasthattrigger.com lure new recruits by extending themselves holding a piece of Magazine’s Creative Report Card its mainstream campaign onto pie while on vacation. Once rankings this past year. •

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SST.11066.CreativeAgencies.SuppleS24T.11066.CreativeAgencies.SuppleS24 S24S24 99/19/08/19/08 5:25:195:25:19 PMPM CREATIVEAGENCIES EXTREME GROUP KEEPING IT SIMPLE

on’t take the Extreme spend at least week in Halifax. Group’s name too “We take a very matter of fact Dliterally. Although approach to what we do, and we the agency made its mark get a lot of feedback saying not producing edgy campaigns that to change,” says Shawn King, pushed the social envelope, VP and Creative Director. That CEO Paul LeBlanc insists the translates to sitting down with primary object was never to clients and talking. “It should do something, well, extreme. be that simple,” King continues. Rather, it was to fi nd ideas that The fi rst question is always the resonate. So when the agency same: how do you make the showed versions of one of its brand relevant? original print campaigns for the The query changed the entire Worker’s Compensation Board tone of Destination Halifax’s of Nova Scotia to students at efforts to improve tourism to a local high school, they ran the city. Instead of convincing with the one that stuck. That it travelers that Halifax offered as featured a severed hand and many amenities and attractions a bloody eyeball torn from its as other destinations, Extreme how the staff interacts with traits to deliver an emotional socket was beside the point. opted instead to point out the customers – all sends a single message about taking action. What mattered was the target character of its people is what message. “Actions defi ne a Unlike the agency’s earlier work makes Halifax unique. The brand. So, it was important for the WCB, however, it leaves print-driven campaign paired to make sure the staff were the consequences to the viewer’s beguiling images with evocative aware of the change, why it was imagination. But that doesn’t catchphrases like, ‘I found myself changing and how they played mean the agency has gone soft. in a place where people spoke a role. Our relationship with “It’s easy to do something that an ancient language, words like them goes beyond the traditional will get approved” says King, “hello” and “have a nice day.”’ communications tools. “but everybody here knows our Left: Nail: a connected to the message. With the Toronto and Halifax In a year of fi rsts for the agency, interest lies in doing something lonely nail with “We set out to do what works offi ces working in tandem, one was particularly sweet: after people will notice. That’s the an attitude – and that has worked like Extreme has seen its list of four straight years of being a agenda. Plus, better work gets decides to take national clients grow. Recent action. Right: A gangbusters,” says LeBlanc. fi nalist, Extreme Group took better results. It’s that simple.” • poster for the Skip forward to 2008 and it’s business includes RIM, creator home a Bronze Film Lion in launch of Sony’s hard to argue otherwise. A little of the wireless Blackberry the product and service, public EXTREME GROUP new retail store platform, BDO Dunwoody, experience older, a little wiser and just as health and safety category at Paul LeBlanc Country Style Coffee and the 2008 Cannes festival for its cutting-edge, Extreme Group is CEO in growth mode. Last November, Sony Style. The latter is the “Nail” spot. Again for the WCB Shawn King the agency opened its second brand’s new concept store, of Nova Scotia (as well as the offi ce, this time in downtown which launched at the end of Workplace Health, Safety and VP, Creative Director September. Extreme Group Toronto. And, just like Halifax, Compensation Commission of Tel: 416-607-6665 the twelve-person staff maintains collaborated on the marketing Newfoundland and Labrador and 219 Dufferin St., a keep-it-simple, matter-of- materials and brand consistency, the WCB of PEI), the spot takes fact culture. To guarantee so, making sure the immersive in- an ignored nail jutting out from a Toronto M6K 1Y9 each new Toronto hire has to store experience – for example, surface and infuses it with human www.extremegroup.com

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SST.11066.CreativeAgencies.SuppleS25T.11066.CreativeAgencies.SuppleS25 S25S25 99/22/08/22/08 1:59:011:59:01 PMPM that’s not what’s generating buzz. SID LEE Nope, it’s the intense consumer experience Sid Lee seeks to CREATING WORD OF MOUTH create for its clients’ brands that has the paying classes id Lee has people chattering. talking. Yes, tongues Sid Lee’s chairman and chief Swagged when the strategist Bertrand Cesvet has Montreal-based shop opened given word of mouth a lot of its second offi ce in Amsterdam thought. That it’s a powerful instead of Toronto, which marketing tool is evidenced by seemed the more obvious the number of people concerned choice. Yes, IMs were fast and with how to make it spread. But Cesvet, creative director Tony Babinski and strategist Eric Alper have gone back one step further to consider what causes people to talk about stuff in the fi rst place. Their fi ndings are designed. The book offers communication paradigm: we revealed in their recent book, a framework to improve the use frequency of exposure to Conversational Capital: How to design of product and services make up for the fact that what Create Stuff People Love to Talk to maximize word-of-mouth. we say lacks in consumer About, and have had a profound It teaches the readers how to resonance. Instead, I suggest effect on Sid Lee’s structure and manipulate eight experience corporations and ad agencies how it approaches creative. amplifi ers that they label as work creatively together not only Here’s the Coles Notes myths, icons, rituals, exclusive to do great ads, but to develop version: when people meet, product offering, relevant more meaningful and intense more often than not, they talk sensory oddity, tribalism, consumer experiences.” about the things they consume endorsement and continuity. Enter the aforementioned – their last vacation, where “Products and services are multi-disciplinary creative they go for dinner, where they designed with consumer teams. It was this intellectual shop, etc. Cesvet calls this satisfaction in mind,” says path that led Sid Lee to become Conversational Capital because Cesvet. “Companies do one of the fi rst agencies in Left: Sid Lee created furious when the agency became consumers are accumulating research and then deliver what Canada to bring onto its team the new offi cial adidas Original’s global AOR, consumption related stories their consumer likes. If you do people skilled in fi elds such branding and launch campaign luring the lucrative global client as conversational assets to that you might have a satisfi ed as retail, industrial, and urban of Criss Angel’s away from 180 Amsterdam. They be used, primarily as identity customer, but you don’t have a design. In addition, the agency new show in Las Vegas - BeLIEve. also have a highly integrated markers, when interacting with very strong story.” estimates close to 50% of Right: adidas Atelier “one-fl oor” creative team. But others. After studying word- “Companies then turn to their its business comes from its in New York City featuring the of-mouth success stories like ad agencies to create compelling international client base, which Trefoil wall - The SID LEE Cirque du Soleil, IKEA, and messages to promote their includes MGM Mirage in the innovative idea many others, Cesvet and his perfectly satisfying products and U.S. “It’s hard to be inspired behind these stores Bertrand Cesvet is to offer a one-of- team discovered that consumers services. But, unfortunately, not sitting behind a desk,” says Chairman and Chief Strategist a-kind retail space actually love to talk about all marketing communication Cesvet. “Most of my time is where creativity Tel: 514-282-2200 and individuality consumption experiences that initiatives truly strike a chord spent meeting people around reign, giving 75 Queen, Suite 1400, are most intense and meaningful with their target consumers,” the world, putting them together shoppers a place to celebrate originality Montreal, H3C 2N6 to them. These products are says Cesvet. “What we end to work and convincing them in its truest sense. usually more experiential, have up with is what I call the low we can change things together.” www.sidlee.com better backstories and are better intensity, high frequency You heard it here fi rst. •

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SST.11066.CreativeAgencies.SuppleS26T.11066.CreativeAgencies.SuppleS26 S26S26 99/19/08/19/08 5:26:115:26:11 PMPM CREATIVEAGENCIES KARO BRAND-FORWARD STRATEGY

n addition to the typical 1980s to focus on brand strategy triple threat offered by and customer experiences. It’s Imost creative agencies currently applying that extensive – print design, interactive and experience to strengthening the advertising – Karo brings a brand profi le of ATB Financial, strategic fourth: environmental an Edmonton-based fi nancial including one at Calgary’s their TV campaign for Alberta design. It’s a logical institution that originally SAIT Polytechnic aimed at the Securities Commission earned development given the growing approached Karo to do its ad campus marketplace, where best of show at the Anvil emphasis on brand experiences work. That mandate quickly ATB’s retail space resembles a Awards. Karo is busy integrating and what a comprehensive brand expanded to include web-based student resource center more critical business thinking to their strategy should encompass. tools and, most signifi cantly, than a fi nancial branch. A work to ensure that its solutions “A brand can make as many a complete rethinking of its communal study space, speed deliver resounding success promises as it wants, but if it’s retail spaces. “We looked at wall for quick transactions for their clients. Recently, not delivering throughout the their built environment not and digital merchandising, Bedford and colleague Anson customer experience, it simply just aesthetically, but from along with a very relaxed and Lee published a White Paper doesn’t work,” says President the customer and employee customer-focused environment, that examined the relevance and CEO Chris Bedford. So standpoint,” says Bedford. make this more than just a place of service design as a critical to get help with your fi nancial discipline within the global matters. ATB was one of several experience economy, using institutions pitching for the Karo’s work with Vancouver’s retail space and its user-focused Open Road Auto Group as an concept resonated strongly with example. Today’s consumer the selection team at SAIT. is far more savvy and critical Similarly, when Karo designed of brands, demanding that the 10,000-square-foot companies deliver on their Deeley Motorcycle Exhibition promises,” says Bedford. that connected to the Deeley Understanding what that takes Harley-Davidson dealership in represents a truly unique Left: Deeley while there are the usual writers, “If you’re trying to attract and Vancouver, the approach was capability; one that Karo with its Harley-Davidson designers, web developers retain both employees and to create an experience that innovative approach to brand Exhibit and brand strategists huddled customers in a competitive fueled the legendary status of strategy and ability to execute increases dealership around Karo’s creative table, marketplace you have to look the Harley brand while making on all customer touch-points is traffi c by 800%. there is additional expertise at how you’re supporting the Harley experience a more clearly delivering on. • Right: Homefront typically not found including and holding onto them. You positive and infl uential one. outdoor campaign draws fashion designers, architects, also have to understand that Karo’s solution delivered, KARO attention to industrial designers, lighting employee behaviour is an driving an 800% increase in spousal abuse specialists, MBAs and social enormous part of a customers’ visitors to the dealership. Chris Bedford science specialists all weighing brand experience. The design Other accounts represented President and CEO in to devise innovative solutions of the workspace is critical by Karo have met with similar Tel: 403-266-4094 for Karo’s clients. in infl uencing the right brand success. Notably, it’s out-of- th Innovation is built into behaviours to deliver on the home and TV work for the 1817 10 Ave. SW Karo’s DNA, having started in promise of the brand.” Several Calgary Stampede, which has Calgary T3C 0K2 Vancouver as a graphic design prototype spaces are scheduled scooped up numerous awards www.karo.com fi rm in 1971 and evolving in the to roll out in the coming months including Graphis Gold, while

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SST.11066.CreativeAgencies.SuppleS27T.11066.CreativeAgencies.SuppleS27 S27S27 99/19/08/19/08 5:26:305:26:30 PMPM introduce the successor to the called TAXI Labs, where new TAXI “aisles signs” and launch a technologies are developed brand-new campaign. and shared. It’s something INVESTING IN CHANGE In addition to scooping up you’re more likely to see at a a slew of awards for its work new media company, but that (it was the most awarded has served the agency well. Canadian agency at Cannes “We’ve done several interfaces this year), TAXI has been for clients that use brand new recognized as one of Canada’s technology and ideas right off 50 Best Managed Companies the R&D site,” says Mykolyn. for fi ve years running, an “It’s all part of staying ahead or accolade that’s refl ected in its at least keeping up with what’s homegrown talent. Although going on out there.” TAXI has experienced signifi cant Mykolyn maintains it’s expansion, the majority of initiatives like these that make creative directors across the things exciting. Rather than network started out in the dividing its staff by disciplines, hen Toronto value-based service. Targeting original Toronto or Montreal TAXI opted for a single Life magazine the Gen Y set – the demographic offi ces and developed their creative department and often Wfl agged TAXI 2’s most interested in a high- skills as they rose through the pairs people with completely Koodo Mobile ads as the value and fl exible offering most annoying campaign – the concept plays on the since Ricola’s bellowing retro appeal of the 80’s fi tness mountaineers, VP and executive craze with “Koodo-cisers” creative director Steve Mykolyn who encourage consumers saw it as a sign of success. to trim their fatty mobility Left: TAXI helps “We deliberately developed a fees. Executed in dazzling Aviva Canada campaign to appeal to a very neon colours, the campaign with its mission to change the specifi c mindset. We fully was impossible to ignore. “It insurance business. expected people outside our went against everything on Right: Koodo target wouldn’t get it,” he says. the landscape, so it was fresh ranks. The result is a consistent different core skills to tackle a Mobile’s integrated launch campaign To launch the brand in but familiar at the same time,” and high standard of creative. problem. Mashing things up included live March, TAXI 2 bucked the says Mykolyn. For competitive And that same familiarity allows in this way circles back to the performance, in trend in the telecom category reasons, Koodo can’t quantify the offi ces to work closely and agency’s mantra that standout locations already of emphasizing lifestyle and the success of the launch, but collaboratively; sometimes creative results from never dominated by the brand, such as this feature-bloated phones – think ask a friend – fat-free mobility is chipping in to do different getting complacent. “There’s one at the Bloor teens texting in lingo on the sweeping the nation. elements of a single campaign. a lot of focus on new media Subway station in latest-model handsets – and By sticking to its credo “Doubt “It’s seamless,” says Mykolyn. now, especially electronic or Toronto instead highlighted Koodo’s the conventional. Create the To ensure the family stays digital media, because those exceptional,” TAXI has been tight-knit – and ahead of the are things that not many people TAXI breaking through the media noise Joneses – TAXI introduced have experienced, so they seem Rob Guenette for over 15 years, generating IDEA, a travelling road show, of very new. But doing something CEO TAXI, North America buzz along the way. The client sorts, that goes from offi ce to fresh goes far beyond looking roster is a veritable who’s who of offi ce sharing case studies of at a media type. It means Tel: 416-979-4221 Canadian companies - TELUS, trends as well as campaigns by you’ve done something that 495 Wellington St. W., Suite 102 WestJet, Reitmans, McCain, TAXI and other agencies around smashes expectations and will Toronto M5V 1E9 Bombardier and the Dairy the globe. The company also probably redefi ne a category. www.taxi.ca Farmers of Canada. Coming invested in an internal research And it may annoy some people up this fall, Canadian Tire will and development website, along the way.•

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SST.11066.CreativeAgencies.SuppleS28T.11066.CreativeAgencies.SuppleS28 S28S28 99/19/08/19/08 5:26:515:26:51 PMPM CREATIVEAGENCIES DraftFCB RETURN ON IDEAS

he corporate roots focusing on the ‘what’ aspect of of DraftFCB Toronto a brand’s message, it devotes a Treach back to the 19th mounting effort to the ‘how’ and century and are marked by ‘when’ element of connecting industry milestones from the with consumers. Given the recent get-go, including the work of surge of users engaged with Albert Lasker – considered online, mobile and emerging learn, win, get involved, share, Cannes and leads by example, by many to be the Father of technologies, generating a download safety information, demonstrating how imagination Modern Advertising – and the connection between brands and upload their own experiences can save the planet. distinction of being the fi rst consumers on a two- or even and more. An online day of A glance at DraftFCB’s client list major agency to go public. three-way level is paramount to mourning offered an immersive reveals that the shop is carving But chief creative offi cer Robin DraftFCB’s business strategy, memorial for people killed out a timely green space for Heisey and COO John Boniface which it cleverly dubs Return or injured on the job, and let itself. Although part of a global are all about the future, though on Ideas. The agency invested visitors virtually light a candle agency network, 80 per cent of to build an in-house interactive for victims. And the Return on the Toronto offi ce’s business is and digital department in 2002. Ideas? The spots have attracted Canadian clients pitched and Tellingly, the discipline has upwards of two million views won here. In addition to the grown from two to 50 people and on YouTube, making it one of WWF, the agency has generated now represents about 20 percent the most viewed Canadian ad creative for TD Canada Trust’s of the company’s billings and campaigns. And time lost to Friends of the Environment revenue. “Allowing customers workplace-related injuries has program and HBC’s Global or consumers to interact with a declined 24 per cent over the Mind sustainability platform, brand gives them the information last four years. and recently won a signifi cant and the access to determine what The approach is garnering assignment from Smart Car. equity the brand has – it really the agency more traditional “Environmental responsibility is them who determines how accolades too. DraftFCB’s TV is very important on a personal powerful and meaningful it is,” spots and billboards for the level to a lot of people within the says Boniface. “The more they World Wildlife Fund Canada agency, which brings passion,” can experience it in personal earned gold at Canada’s says Heisey. Which is the other Left: DraftFCB’s they see the agency’s illustrious ways, we believe the better it is.” Marketing Awards, The Bessies essential factor for delivering work for WSIB background in mass, DM and Proof is in the payoff for and the Media Innovation return on ideas. • has become one of the most- CRM as critical assets to a clients such as the Ontario Awards. In the spring, the viewed Canadian future in which online and Workplace Safety & Insurance agency added to the campaign DraftFCB campaigns emerging media are becoming Board, for which DraftFCB by creating the fi rst carbon- ever. Right: Robin Heisey increasingly important. “The way created a series of powerful neutral TV spot. Made entirely Work for WWF Chief Creative Offi cer has achieved consumers engage and interact and award-winning TV from 24 recycled clips, it international with brands online has a lot in spots depicting on-the-job involved 48 separate legal John Boniface recognition and common with DM and CRM, “accidents.” Done with pitch- clearances and an audit by an helped establish Chief Operating Offi cer as it’s typically a one-to-one perfect shock value, they environmental engineer, who the agency’s Tel: 416-483-3600 reputation in experience,” says Boniface. demonstrate that most harmful calculated the carbon emissions sustainability The agency is owned by workplace incidents can be of the entire work fl ow process, 245 Eglinton Ave. E. Suite 300, Interpublic Group of Companies prevented. The accompanying which were balanced through Toronto M4P 3C2 (IPG), which merged Draft and website, preventit.ca, lets the purchase of carbon offsets. www.draftfcb.com FCB in 2006. In addition to visitors generate content, The spot was shortlisted at

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ENTERTAINMENT BY GARINÉ TCHOLAKIAN It ain’t your dad’s advertising. In an age of TiVos, PVRs, time-shifting IPTV and interactive VOD, the battle to keep viewers hooked during that 30-second ad break is no longer about buying consumer attention, but earning it. One way is to meld brand DNA into storylines – an effort that has often been a trivial pursuit as brands fall fl at playing producer and starlet. It has, nonetheless, given way to more realistic content plans that marry the best of branded entertainment deals with online potential. “The Internet has changed a lot of things,” says Jeff Spriet, founder of Chokolat, one of Canada’s fi rst branded entertainment companies. “We have to start accepting how people are consuming media and fi nd a way to get our message to them in the new reality.” More nomadic than ever before, brands are leveraging mass media deals to tease consumers into embracing content primarily driven by the web, where richer, more immersive experiences improve affi nity. After all, the more time they can get the consumer to spend in their world, the better the ROI. Online, Canadian brands’ “entertainment Q” may lag behind some global efforts, but more are in the game, and offl ine/online programs with more entertainment value are emerging. Are advertisers in Canada getting the mix right? We think so. Whether as a fun component of a larger multi-platform campaign or by leveraging TV integration deals, some Canadian marketers are “playing producer” and claiming critical success. Not convinced? Read on.

JOHNSON’S NEW SOAPS

Canwest’s women’s lifestyle channel, Slice, is personalities – a fi rst for Johnson’s Baby in Canada. launching the fourth season of its popular series And The Mom Show was seen as the bull’s-eye for The Mom Show this month – this time with providing Johnson’s with key metrics during various Johnson’s Baby on board. phases of the campaign. The partnership has the century-old brand “We chose to partner with Canwest because looking beyond the traditional media buy in a The Mom Show covers so many topics that give deal that gives Johnson’s year-round television information and education to new moms, who exposure, reportedly more than doubling their are our core consumers,” says Nancy Murphy, 2007 level of TV-based senior brand manager at Johnson’s. “It wasn’t advertising. just a traditional media buy; they had a great We chose to partner with Canwest The brand’s move is part catalogue of shows that we wanted to associate of a larger strategic plan, an the brand with. The Mom Show specifi cally was because The Mom Show integrated multi-platform where we really beefed up our partnership. There campaign that includes was a really nice fi t with what we stand for as a covers so many topics that give digital media, content brand and what The Mom Show offers to viewers. syndication, presentation The show’s frankness refl ects the way we talk to information and education to new of a live television event and consumers; they do it in a fun and engaging way even custom commercial and offer relevant information that moms are moms, who are our core consumers production featuring TV looking for. We try to do the same, not just through

30 www.strategymag.com

MMedia.Oct08.inddedia.Oct08.indd 3030 99/18/08/18/08 4:27:234:27:23 PMPM the products we offer but with education initiatives as well, so there was a fi t from an information perspective.” TELUS MOBILITY CRASHES IDOL Johnson’s Baby also provided special content segments that will be woven into new episodes of The Canadian Idol fans may have noticed something a little different on the show this past Mom Show. Johnson’s Baby Diaries – 18 new two- to summer. Every Monday night, prior to the show’s second commercial pod, the latest four-minute vignettes – are expected to become a “episode” in a Telus-sponsored series featuring Ron Ronn unspools, chronicling the efforts of regular segment of the show (in about 25% of its a lovable loser who failed his Idol audition but nonetheless intends to pursue his music career episodes). The vignettes focus on moms and tots at against all odds. various stages – pregnancy, birth or motherhood – with The quirky character, who uses the Telus smartphone to manage his budding career, was Johnson’s products integrated into the storyline. “It’s created by Taxi for Telus Mobility to redefi ne the smartphone experience among Telus’ younger not a hard push brand message; it truly is education target group, which might otherwise be intimidated by its applications. that can help moms to better prepare,” explains Murphy. “Ron Ronn has a likeable quality you often fi nd in an underdog,” explains Rose Sauquillo, creative “There’s a lot more than what you should have in your director, Taxi Toronto. “He has the passion to be a big music star but is oblivious to the fact that his hospital bag.” vocal talent falls a bit short. Characters like him are easy to love, since people tend to have a train “We worked with Johnson’s to determine what the content would be,” says Anna Wells, national account executive, Canwest sales, marketing ventures. “Johnson’s gave us information about the really important things that have come through in their research – the questions that they received regularly from new moms – so we guided one another.”

Telus adisodes (above) hooked Idol fans up with online fun while parlaying smartphone intel wreck mentality.” The strategy behind this kind of creative also results in one important takeaway: If Ron Ronn can use a smartphone, anyone can. “There were so many directions Taxi could have taken this brief,” says Sauquillo. “But it made sense to embrace the Canadian Idol property and do something Idol fans could identify with. What’s more relevant than a character who fails his audition but is still determined to make it Johnson’s Baby even partnered with The Mom Show despite what the judges say?” producers to determine the shoot location of its “We knew that there was an opportunity to do something a little bit different,” says Tammy Scott, live-to-air kick-off show, which will appear on Slice this VP marketing communications, Telus. “You have to push yourself to do innovative things, and in fall. “We picked Calgary because there’s a mini baby our case in particular because products and services are getting more complex. Maybe a boom happening there right now, and the West is an 30-second commercial isn’t enough to show people just how much they can enhance their lives.” important market to us,” says Murphy. “We thought it Unlike the 30-second commercial approach (which gets repetitive in an appointment viewing made sense to get out of the traditional Ontario focus, environment), a series of 10 30-second episodes lends itself to a broader message, and keeps viewers so we inﬂ uenced that spot location.” engaged in the evolution of the story. “We were able to demonstrate much more product functionality “As marketers we don’t get the chance to produce than we would with just commercials all the time,” says Murphy. “This was a one traditional 30-second very different level of production for us. We’re extremely ad,” explains Scott. “We’re satisﬁ ed that it’s allowed us to better engage with showing 10 different things consumers and really partner on a local level to bring you can do with your that Johnson’s message to Canadian moms.” smartphone; with a As part of the deal, Canwest also plans to repurpose 30-second ad you could some 100 webisode segments from content in previous only [show] one.” seasons of The Mom Show, and embed them in Indeed, as the dramedy babycentre.ca, Johnson’s proprietary site. unravels with Ron Ronn The brand will continue to sponsor other shows and his best friend and looped into Slice’s heavily watched midday timeslot manager Mueller getting beginning this fall, which includes Birth Stories and Birth more determined to land Days as well as Maternity Ward, Baby Squad, John and the ultimate gig, each Kate Plus 8, Desperate Midwives, Doctor in the House episode gave viewers opportunities to witness how smartphone technology and services could and House of Babies on the Discovery Health Channel. enhance his budding career, whether it’s taking pictures and posting them on Facebook or using The Johnson’s Baby block of programs airs weekdays the Telus navigation feature. “It was really about putting our products and services in real-life between 2 p.m. and 4 p.m. on Slice. scenarios and showing people how they can enhance their lives,” says Sauquillo. To further bring www.babycentre.ca the character to life, Ron Ronn also made an appearance on the show’s seventh episode. “We had a lot to say about what smartphones can do which requires the attention of our

STRATEGY October 2008 31

MMedia.Oct08.inddedia.Oct08.indd 3131 99/18/08/18/08 4:27:364:27:36 PMPM d\[`X%

SUBARU’S SUMOS PROVE SEXY SELLS

First, there were BMW Films, the high-production-value, riveting viral mini-fl icks. And then, not so much ground-breaking material. But this summer, the 2009 Subaru Forester took a sharp turn into some mighty racy marketing. With its fl agship brand in decline over the past fi ve years, Subaru needed to tap into a larger, more mainstream market looking to buy Japanese brands. That meant positioning itself against biggies like Toyota, Honda and Mazda in a highly competitive category. It also needed to convince consumers who knew very little about the brand to consider buying one for the very fi rst time. So with the 2009 model redesign serving as the launching pad, the Forester franchise focused on attracting a new, younger demo looking at trading in their youthful car for a larger vehicle. consumer,” says Scott. “Why would they want to “Consumers still want to feel good about the practical side of a small SUV purchase, but with more fun sit through something that’s not entertaining? attached,” says Cathy Kim, director of production for Subaru’s AOR, Tribal DDB Toronto. “We wanted to We have to give them a reason to watch, because do this in the biggest way possible. We realized that by playing to this inherent need, we could carve out their time is valuable.” By echoing Idol content, the Ron Ronn episodes offered a virtually seamless experience between the show and the ad, and each offl ine 30-second segment closed with a prominent URL, signalling a bigger experience waiting for fans online. The fun, interactive site-world, where “Ronaholicks” could “checkit, checkit” and hear him “kick it double-R style,” developed Ron Ronn’s character beyond the segments. It also helped to create deeper ties with consumers, while at the same time familiarizing them with Telus smartphone applications. “Ron Ronn’s generating a lot of market buzz, and there are plenty of visits to the microsite,” says Sauquillo. “People are averaging over six minutes of time on the site. That tells us we’ve given visitors a lot of interesting stuff to check out, and a unique, integrated idea.” “The viral component was something we were hoping would help build momentum around Subaru’s mass media campaign lured sumo lovers online, where they got to know the Forester – and world the campaign, and that’s in fact the case,” says champion sumo wrester Byambajav Ulanbayar – intimately. Scott. “People are emailing friends about it and setting up to be a fan on Facebook.” a defi nitive position in consumers’ minds. Research told us we still needed to play up Subaru’s Japanese roots, which put us fi rmly in the competitive set with the CRV and RAV4.” So DDB came up with an integrated campaign, launched on television with the memorable sexy sumo car We wanted to do this in the biggest way possible. We realized that by playing to this inherent wash scene. The 60-second spot garnered need, we could carve out widespread coverage and became the most talked-about automotive viral video in the a defi nitive position in world over a week, with over a half a million “Today, TV and print are still strong media YouTube views. Magazine and newspaper options, but we need to expand our thinking consumers’ minds ads followed featuring Subaru’s sumos in a to options that allow a different kind of series of sexy poses mirroring classic pin- engagement,” says Sauquillo. “Consumers have up images. The sexy sumo was even placed in various Xbox 360 games with virtual out-of-home billboards. an experience with the brand rather than being At dealerships, consumers were greeted with even more sexy-sumo imagery, including life-sized cutouts, preached to by an advertiser.” some of which were subsequently stolen. For radio, the sexy theme was addressed differently, with a sultry, www.telus.com/ronronn Barry White-type voice interjecting during the announcer’s product description, repeatedly mentioning how the specifi c features make him feel like “makin’ love.”

32 STRATEGY October 2008 www.strategymag.com

MMedia.Oct08.inddedia.Oct08.indd 3232 99/18/08/18/08 4:27:534:27:53 PMPM fessionals orking pro . s are w udent ur st of o 93% All of this activity directed potential customers to sexysubaru.ca, where they were greeted by the “2009 Subaru Forester Sexy Photo Shoot.” Their challenge: to capture a sexy sumo wrestler posing with the new vehicle while learning all about its new features. “We wanted our site to act like a game but feel more like an experience,” says Kim. After coming up with the concept for the site, Tribal engaged Ottawa-based Fuel Films, known for Fox work like Stewie Live. Much like an interactive game, users are briefed about the shoot at the site, and invited to select an area of the Forester on which to get started (familiarizing themselves, in the process, with the Forester’s new features). Once the vehicle feature is selected, the model – world sumo wrestling champion Byambajav Ulanbayar – walks into the light, and the shoot begins. As Ulanbayar ﬂ ashes his many humourous “sexy” poses in, on and around a 2009 Forester, users can position the camera as they wish and

An education with Royal Roads extends beyond the classroom, beyond pure academics. With over 93% of our students being working professionals, we ensure our programs have real-world applicability. Through the combination of online learning, a collaborative cohort-based learning model, and short, on-campus

residencies, we create an environment that helps snap as many photos as they like, giving them full control over the shoot. There’s even a light board to review and digitally alter photos to create our students achieve both the balance they require unique works of art which can posted for other visitors to see, or to submit and the experience they deserve. Our flexible for a shot at a prize package including a Canon Digital SLR, a Macbook Air and a copy of Photoshop CS3. assessment policy involves a comprehensive assessment The result? Record-breaking Forester sales in May, June and July of students’ professional and life achievements as (more then doubling previous years’ numbers). Dealer traffi c during the well as academic credentials. In all aspects of your campaign was up over 15%, and web traffi c more than doubled. Subaru’s share of the small Japanese SUV segment grew fi ve points to 12%, and education, we are dedicated to supporting the needs overall Subaru brand sales grew by over 23% . of the working professional. “The traditional 30-second TV spot is in trouble,” says Warren Tomlin, CCO at Fuel. “While Subaru certainly did a 30-second spot for the Subaru, we can That’s why you belong here, at Royal Roads. create a 600-second spot and have a consumer interact for 10 minutes on the Web. It’s a more engaging way of interacting with the brand.” Sexysubaru.ca For information on our programs, visit royalroads.ca or call 1-877-778-6227. VICTORIA, BC

MMedia.Oct08.inddedia.Oct08.indd 3333 99/18/08/18/08 4:29:474:29:47 PMPM

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8 0 / 9 1 / 99/19/08 4:01:41 PM 4 3

d d n i . l i SABRINA LAROSA: ACCOUNT MANAGER MEDIAEDGE:CIA a M d n A

“I want media partners who know how to leverage good ideas into great programs. Media partners who know what collaboration really e b o l

means and who are willing to do the work that pushes the boundaries to help us meet our goals.” See the innovative way Sabrina G . 6 7

GLOBELINK.CA/OTMPC 6

and The Globe’s Sales Team created results for the Ontario Tourism Marketing Partnership Corporation at 0 1 .

NEWSPAPER • MAGAZINES • DIGITAL • EXPERIENTIAL T P . T SST.PT.10676.GlobeAndMail.indd 34 brands OF THE YEAR

Strategy’s annual Brands of the Year process begins with a search for companies that have spent the past few years building strong and unique identities for their brands, using business savvy, a clear vision and imaginative marketing. We then come up with a long list of candidates and ask industry experts for their input. This year our winners are Telus, Mini, Cineplex and Procter & Gamble. They all stand out in their sectors for devising ingenious and entertaining ways to reach their audiences, and have been rewarded by strong consumer response. But our overall winner just has to be P&G, which has achieved a major shift in its consumer messaging, incorporating a new emotional resonance into its previously rational approach to marketing. It turns out that an awful lot can be done with a smile…

Clockwise from top left: Standout efforts from P&G, Cineplex, Mini and Telus helped these brands establish unique identities and connect with consumers

www.strategymag.com STRATEGY October 2008 35

BBOY.Oct08.inddOY.Oct08.indd 3355 99/19/08/19/08 2:29:082:29:08 PMPM brands OF THE YEAR P&G’s innovation with a smile

BY CAREY TOANE To say it’s been a great year for beauty execution Rouge, a recorded the highest percentage Procter & Gamble would be an twice-yearly small-format mag growth of all markets. understatement. The consumer going into more households “We are growing market packaged goods giant bathed in than any other beauty mag in share in almost every category the spotlight at Cannes in June, the country, to the Pantene in which we do business,” says where it was named Advertiser Canadian Idol partnership with Rob Linden, category brand of the Year largely for its move CTV, which just wrapped its manager, corporate marketing, to more emotionally charged, third consecutive season and scale and innovation, P&G entertaining advertising. From gets more robust each year, Beauty Care. “We have 24 brands the Crest campaign by Saatchi encompassing online, TV and with sales of over $1 billion & Saatchi New York, in which product integration. globally – and in Canada, many children are dazzled by the And while the Crest of those same brands are leaders smile of the CAT operator about “Bulldozer” spot may never in their respective categories.” to level their playground, to the air north of the border, Penner attributes this growth Tide to Go “Talking Stain,” P&G made-for-Canada creative is to innovation. “Be it product has integrated its trademark also upping the emotional innovation or marketing product innovation with ante: earlier this year Crest innovation, P&G is designed to new, more human marketing partnered with Oral-B and keep striving to fi nd new, better communications. Dentistry Canada Fund to ways of doing business,” he “We need to make all of establish a research and says, adding that this culture our communication more humanitarian fund as part of is not limited to the marketing interesting if we want to break Oral Care Health Month. The function. “We want innovative through,” says Toronto-based initiative is now being adopted sales programs from our sales P&G Canada president and in other regions. people, innovative logistics de facto head of Arms-length industry programs from our logistics GONE ARE THE marketing Tim observers have been impressed people, work process innovation Penner. “Every with P&G’s ability to introduce from everybody. We can’t DAYS OF THE day it seems more emotionally resonant be formulaic.” diffi cult to reach messaging while maintaining Success stories in Canada SIDE-BY-SIDE our consumers and their historical position of include the recent launch TECHNICAL connect with them technical prowess. “Gone are of Tide Coldwater and the in a meaningful the days of the side-by-side compacting of liquid laundry COMPARISON WITH THE way. That’s partly technical comparison with the detergents to appeal to because they blue water on the diaper,” says energy- and waste-conscious BLUE WATER ON THE spread their viewing Jill Nykoliation, president of consumers. Gain Detergent has DIAPER across more media, Toronto agency Juniper Park, found a niche in a market that and they’ve got who spent 10 years at Kraft was underdeveloped compared more messages bombarding before moving to the agency to the U.S. a few years ago. And them, so we’ve really got to side. “They perfected that, and new products such as Gillette try harder. So we’ve tried to it worked at an intellectual level. shampoo and conditioner and make our communication more But now they’ve challenged Tide with Dawn StainScrubbers interesting, and have a bit of themselves to be emotionally are busting down brand and fun with it.” engaging as well.” category silos to make the most In Canada, this shift has Award show accolades aside, of brand equity. been embraced by the entire this change has been answered “It’s game-changing stuff,” organization, from senior by a strong sales performance. says Nykoliation. “You saw management to assistant brand The global company reported a it with the Swiffer: we could managers. Managing 54 brands 33% increase in net income in make a better cleaner or we Crest’s “Bulldozer” won in Canada from Always to Zest, Q4 to $3.02 billion worldwide; could change the mop and big at Cannes the 100-strong marketing net sales rose 10% in the same own the mop – and you think, team has been recognized for period and 9% for the fi scal year; ‘Oh, good point.’ If a company efforts from the best-in-class and in the same period, Canada as established as they are can

36 www.strategymag.com

BBOY.Oct08.inddOY.Oct08.indd 3366 99/19/08/19/08 2:29:282:29:28 PMPM be game-changing, it’s a good example to be following.” With its unique market dynamics, Canada often serves as a testing ground for these innovations. “We use Canada to test not only new products, but also new ways to reach consumers,” says Linden, pointing to a recent test of Pantene Midnight Expressions within the Asian demographic. P&G works with ad agencies on executions from in-store to grassroots, and from DTC “They’re willing to take risks the Internet gains importance promotion to content integration in doing work that’s pretty as a one-stop shop for – including the local offi ces of out there,” says Dentsu CD information, bloggers play a global agency partners like Leo interactive Michael Gramlow, key part in helping consumers Burnett and Saatchi & Saatchi. who created the Scope site. “It navigate the sea of content,” While marcoms in Canada was a departure in terms of how says Linden. “They have been integrate work from brand teams they showcase the product and excellent partners in our brand around the world, work done by the whole problem-solution. It outreaches, providing honest many local partners has also been was looked at as a test, so it was opinions to their readership.” Above and right:P&G’s picked up internationally. “We are important that we gather as P&G’s secret to success seems much data as we could so they to be in walking this fi ne line new marcom direction constantly cross-pollinating ideas could share that internally and between experimentation and incorporates emotional across geographies,” explains Linden. “This enables us to take make future decisions based on measurement – the emotional connection and an increased ideas that are successful in one that – which is how they tend to balanced with the rational. “No investment in digital efforts region and quickly roll them out do traditional work as well.” one at P&G let the effectiveness to another.” At Kraft four years ago, slide just because they wanted In terms of media innovation, Nykoliation watched as P&G it to be a strong performer P&G Canada has announced a planted seeds in the digital at Cannes,” says Nykoliation. shift of up to 20% of its media space, stretching the category’s “They’ve dug deep to fi nd the budget to digital. An early old protective paradigm by universal human truth. They example of this was Scope’s sharing proprietary information used to leave you with ‘Yep, Testyourbreath.ca, which with consumers at an early you’re technically superior,’ and reached out to a young male stage. The aim was to engage now they leave you with, ‘You demographic this summer. them with the brand by taking know what? Whiter teeth are Other brands playing in the their feedback to heart. “They’ve about confi dence, and how you digital space include Herbal turned digital into a development can do anything with a smile.’ Essences – even femcare is tool, which is impressive,” she They give you things to think getting in on the fun. says. “It took courage and about, and when you go into foresight to do that.” that emotional space, that’s Another important element what happens.” of the strategy comes later To lead into the new paradigm, in the process: using online Penner not only sets goals to communities for word of mouth inspire staff, but backs them up and infl uencer outreach. “As with test-and-learn budgets to make experimentation possible. “This whole area of marketing communications is shifting so quickly, you need people who are pushing the envelope,” he says. “What’s scary today will be commonplace in six months, so you’d better be at the leading edge.”

STRATEGY October 2008 37

BBOY.Oct08.inddOY.Oct08.indd 3377 99/19/08/19/08 2:29:522:29:52 PMPM brands OF THE YEAR

Maximizing the Mini BY MARY DICKIE

Mini and its Toronto-based actual speed traps, videos AOR, Taxi 2, have accomplished mounted above urinals that that feat of brand positioning by advise viewers where to targeting a young, male, urban stand and a microsite called demographic and landing a “Turbovision” which hosted bullseye with a series of a series of 3D vignettes eye-catching, rambunctious showcasing the car’s online and OOH campaigns high-performance features. that have racked up awards “We had seen other examples including Cassies, OBIEs, Clios, in the auto industry that Digital Marketing and Cannes didn’t focus on the male Lions since the 2002 launch. demo, and the result is that “We started with a teaser confi dent females and males campaign introducing some then don’t buy cars that have Please don’t call the Mini a of the brand attributes of become ‘chick cars,’ if you “cute” car. This is not the mod Mini, which are performance, will,” says Belcourt. “That led retro British import driven by fun, mischievous and really to some risky communication Austin Powers. It’s actually a attitude-based,” explains brand messaging. We focused on high-performance automobile communications manager creating a personality for the with macho tendencies and Marc Belcourt, who heads vehicle, giving it the tools it an irreverent, non-conformist, a marketing team of three needed to stand alone as a rugged outlaw kind of attitude. people at Mini Canada. “We also brand and a car.” It may seem counter-intuitive, decided to launch the fi rst 500 Before long, however, the but that’s the way Mini’s cars online, with an opportunity Mini excitement had begun to marketing team to have a ‘launch edition’ spread across other demos. WE FOCUSED positioned the vehicle. There were questions “Some of the early adopters frankly adorable ON CREATING A little car when the Whitby, Ont.-based PERSONALITY FOR THE automaker, a VEHICLE, GIVING IT division of BMW Canada, introduced THE TOOLS IT NEEDED it to the Canadian TO STAND ALONE AS A market in 2002. And the strategy BRAND AND A CAR has proven to be a success. In August, Mini – whose models also include the Mini Cooper and the Clubman – enjoyed its fi fth consecutive month of best-ever monthly results, with sales up to answer, and people were were a bit more mature than 71% over August 2007, while screened to ensure a positive our desired target group,” says year-to-date sales are up 33% male-to-female ownership Belcourt, “and we realized that over the same period last year. ratio. And we had manual Mini was really a state of mind The team’s efforts to drive transmission only available as opposed to a specifi c age. consumers to the mini.ca for the fi rst year, which helped So we then focused on the website have paid off as well. increase the male adoption.” psychographic profi le of our Traffi c in July was up 40% over Executions targeting the ideal consumer as opposed to last year, and year-to-date traffi c young male would-be outlaw the age demo.” was up an impressive 49%, to included billboards reading “It’s more an attitude, nearly half a million visits. “Cops hide here” placed over mischievous and fun,” agrees

38 STRATEGY October 2008 www.strategymag.com

BBOY.Oct08.inddOY.Oct08.indd 3388 99/19/08/19/08 2:30:132:30:13 PMPM Taxi 2 CD Lance Martin, who he says. “They had the courage “That’s a great initiative,” says has worked with Mini since to take the product upmarket, Martin. “The car only uses what 2002. “It’s the mindset of to improve the physical product it needs. It shuts off when it’s someone who wants a great, and to adopt creative that made not in use. So we had a website well-designed car and is not just it relevant to today’s buyer.” where you would only ask for looking for a small car because as much time as you had. It that’s all they can afford. We've translated well, and now they’re found that positioning has using ‘Minimalism’ as their global attracted people who want a mantra for CO2 initiatives.” performance car, and they can Fuel efﬁ ciency is also the be female as well. And with a theme of the latest Mini site like Turbovision, we can feed campaign, which involves them information without them superboard executions knowing, in a sense. They’re in Toronto, Montreal and watching this little bit, and all of Vancouver. But the strategy a sudden they know all about remains focused on driving the features.” Last year, at the bequest of features and attitude. Ken Wong, a professor of the global brand management “We’re not going to hang marketing at Queen’s School division, Mini Canada and Taxi our hat on an environmental of Business and an automotive 2 developed “Minimalism,” an message,” says Belcourt, “but industry observer, is impressed online campaign that embraced it’s one of many components Mini campaigns (opposite, above, right) hit by the Mini team’s audacity. “It fuel-efﬁ cient attributes into the that we can bring to the fuel efficiency and performance buttons would have been easy for them Mini attitude by allowing visitors forefront or shift back to while maintaining bad-boy attitude to go retro under the guise of to actually control the length of complement the fun and building on the Mini’s history,” the message they received. performance messaging.”

“I was looking for an opportunity to learn, grow, and apply my skills. BCIT exceeded my expectations and landed me the job of my dreams.”

JULIA PASKOVIC Mediation ’05, Marketing Management—Communications ’08

› Account Coordinator, Quay Strategies › Past President, BCIT Association of Integrated Marketers › Member of First Place Case Study Competition team › 2008 BCIT Alumni Association Outstanding Student Leadership Award Recipient

bcit.ca/alumni

BBOY.Oct08.inddOY.Oct08.indd 3399 99/19/08/19/08 2:31:072:31:07 PMPM ST.PT.10622.BCIT.indd 1 9/18/08 3:16:01 PM brands OF THE YEAR Consistency pays off for Telus

BY MARIJA DJUKIC With the optimistic tagline and fancy words – and our open relevant – explaining how the “The future is friendly” sharing customer service,” she says. product or service can enhance space with meerkats against Industry watcher Alan C. the life of the consumer. Telus a clutter-free white backdrop, Middleton, ED at Schulich has a universal appeal with a Telus’ customer-focused Executive Education Centre, brand platform that transcends advertising continues to win over says that Telus has age, gender and Canadian consumers. In fact, achieved geography.” the universal appeal of animals continuity Earlier this and simple language – currently with its image, year, Telus focusing on smartphones – has while keeping launched allowed the Burnaby, B.C.-based it fresh with its array of telecommunications company to an irreverent smartphones achieve a 54% growth in wireless approach – including data this year while staying true and various models for to its vision of making complex spokescritters. HTC, Research things simple. Today, Telus “It grabs onto in Motion, has approximately 5.8 million the consumer, Motorola and wireless subscribers and 4,000 making a Palm – with retail stores and dealership connection campaign locations across Canada. and having the slogans Launched in 1999 by the patience to stick to dreamed up merger of Alberta-based Telus its core,” he says. by Taxi that Communications and BCTel, Tammy Scott, include Telus became VP marketing “Say-it-all” GOOD BRANDS REFLECT Canada’s communications and “We second-largest at Telus, says that believe in POPULAR CULTURE, telecom with 22% for a brand to be smartphones WHILE GREAT BRANDS of market share. In successful, “it must for all.” Telus was seen 2000, it acquired break through the clutter with nationally in TV spots, cinema CREATE POPULAR Canadian cellphone appealing, friendly ads that are ads, print, online, in-store and provider Clearnet OOH. The latter campaign CULTURE Communications – introduced the newest critter the source of its animal themes. – the meerkat – to emphasize Since then, the name originating Telus’ social image. from “telecommunications” and To engage consumers with “universality” has attempted its smartphones in a new to become “friendly” and and entertaining way, Telus “responsive.” introduced the fi ctitious Nancy Beattie, GM for Telus character Ron Ronn in 10 TV at AOR Taxi, has been working spots during Canadian Idol on Telus accounts for almost this past summer (see p. 31). fi ve years, and says that the Taxi created the 30-second challenges faced by the brand in clips featuring Ronn using his the past include misconceptions smartphone to demonstrate the that technology is scary, benefi ts of the product – surfi ng expensive, diffi cult to use or the net, sending text messages only for business people. and uploading pictures on “Customers are overwhelmed Facebook – but also to show that with the rapid changes in the anybody could own and operate category, which is a major one. “Telus humanizes the reason why we are consistent technology and makes it appear in our look – without complex as an aid,” says Middleton.

40 STRATEGY October 2008 www.strategymag.com

BBOY.Oct08.inddOY.Oct08.indd 4400 99/19/08/19/08 2:31:422:31:42 PMPM And, to appeal to fed-up and overcharged consumers, Telus launched its discount brand Koodo Mobile in April. Its catchy term “Fat-free mobility,” created by Taxi 2, allowed it to break through the myriad telcom ads. Koodo’s ’80s-themed workout ads were everywhere, reusable bags branded with that showcases IT business in a campaign including TV, the circular “Fashion Targets solutions and communications radio, online, POS and OOH. In Breast Cancer” logo and Gund – and the temporary pop-up August, yellow vinyl-wrapped pink chameleons, and donating Café Telus at Mont Tremblant kiosks in six Montreal Metro 100% of the proceeds from by Montreal-based experiential stations displayed an interactive their sale to the foundation. marketing agency JSEM, a game by iGotcha Media using “When an employee buys a brand activation strategy for the touch-screen technology to Pink Pearl, Telus doubles the new smartphones. promote Koodo as a nationwide And ﬁ nally, to link Telus back talk and text brand. The to the environment, its media concept, “Where’s Koodo?” placement is future-friendly too. – also created by Taxi 2 – took Past ad campaigns in Toronto’s Telus’s animal motif transcends age, advantage of the increased Metro had one edition reprinted gender, geography and cultures popularity of touch-screens. on 100% recyclable paper, while This month, to show its enviro-friendly billboards were support for breast cancer created in its power washing awareness, Telus rebranded campaign. its storefronts to focus on its donation to $50,” says Scott. “Telus uses nature as a Pink Pearl program, featuring “Our approach is to start within, metaphor to show people that its exclusive Pink Blackberry with branded ambassadors to communication technology Pearl. Employees are wearing promote our brand.” can simplify their lives, while T-shirts promoting the program, Other recent Telus doing something both new which donates $25 from each accomplishments include the and economical,” says Scott. Pink Pearl sold to the Rethink Telus Innovation Experience “Good brands reﬂ ect popular Breast Cancer foundation. (TIE) by Montreal-based agency culture, while great brands Telus stores are also selling LVL Studio – an online city create popular culture.”

ST.PT.11108.TVB.inddBBOY.Oct08.inddOY.Oct08.indd 4411 1 9/18/0899/19/08/19/08 3:17:102:32:412:32:41 PMPM brands OF THE YEAR It’s a Cineplex world

It’s the top dog, the dominant player, by hosting sold-out filmed musical for movie theatres,” says a towering presence in its field. But concerts, Metropolitan Operas, Ken Wong, professor of Cineplex Entertainment is hardly NHL games, National Ballet marketing at Queen’s resting on its laurels. The Toronto performances and World Wrestling School of Business. “But corporation – which announced Q2 Federation events. A new concert Cineplex recognized revenues up 4.7% – began showing series showcases indie-rock bands, that consumers were films in 1979, although its roots go and theatres are also available for looking for more than back to the ’20s. It is the largest larger-than-life videogame play. just seeing a movie, film exhibitor in Canada, operating Cineplex also enhanced the and that not everyone 1,317 screens in 129 theatres and movie-going experience by including going to the movies hosting 61 million visitors a year. side attractions like bowling and is a teenager. They But showing movies is far from babysitting services and installing responded with product enough for Cineplex. Over the IMAX and 3-D projection capabilities. innovations and enhancements drink containers. But the most past few years, it has embarked Eventually, it plans to sell DVDs and for different segments, and built significant opportunities are online. on a number of initiatives to even downloadable movies through a mutually beneficial partnership Cineplex.com has been beefed up help it compete not just with its website, cineplex.com. That with Scotiabank. They took some to include news, trailers, gift cards, home entertainment systems, might seem like competing with bold steps, and for that courage, if contests and, by the end of the year, but with virtually all other rivals itself, but Susan Mandryk, Cineplex’s nothing else, I give them full credit.” DVD sales. The Scene program’s SVP customer strategies, The inspired partnership with Facebook page has 16,000 fans, CINEPLEX RECOGNIZED says it’s all part of the Scotiabank – which began when and now there’s also MyCineplex, a master plan. the bank bought the naming rights social networking space where film THAT CONSUMERS WERE “It enables us to to a number of theatres – resulted buffs can get info, share videos and deepen the relationship in the creation of the Scene loyalty review films. LOOKING FOR MORE THAN with our movie-going program in May 2007. The plan, “We know how important social JUST SEEING A MOVIE, customers so that they’ll which enables members to redeem communities are to our target,” says also buy videos from us,” points for music and movies, has Mandryk. “MyCineplex provides a AND THAT NOT EVERYONE Mandryk explains. “It exceeded all expectations, and forum to create that one-on-one also allows us to bundle turned out to be a valuable resource. dialogue that we don’t get from GOING TO THE MOVIES IS A value-added offers, like “We’ve amassed over a million them just walking into the theatres. TEENAGER ticket purchase with an members, and have been able to Online is central to being able to add online or concession track a lot of information about value to the relationship.” for consumers’ leisure-time purchase. We see a lot of synergies their movie-going behaviour,” says Tony Chapman, CEO of Toronto dollars. It reached out to different between the two businesses.” Mandryk, who works with a team agency Capital C, Cineplex’s new demographic groups and brought “The Internet, pay TV and DVDs of 20 – half on interactive and the AOR, agrees. “More people are going big-city attractions to small towns should have created a perfect storm other half on in-theatre marketing. online to not only source movies, “We’re now putting together about but to buy tickets and find out what eight different segments to develop other people think about movies,” he marketing programs around. If we says. “Pop culture is so synonymous know there’s a value-conscious with online that it’s going to be a big segment that goes out on special part of the strategy. price Tuesdays, we can target “The beauty of Cineplex is that it is concession offerings to them. And entrepreneurial, with a vision to be the more we know about our target the dominant player in movies but audience, the more we’re able to also to extend beyond.They want to create these value propositions.” be the entertainment destination.” The chain has a plethora of “We’re competing against any marketing tools at its disposal, other form of entertainment, and including preshow advertising and that’s why we’re getting more Famous magazine, which recently creative in our offerings,” explains published its 100th issue, plus Mandryk. “We’re trying to evolve the video screens at concession stands brand to become much more than and all those popcorn bags and just movies.” Mary Dickie

42 STRATEGY October 2008 www.strategymag.com

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SST.PT.10723.AOY.inddT.PT.10723.AOY.indd 1 99/18/08/18/08 3:34:043:34:04 PMPM KEYNOTEADDRESS Sarah Fay, CEO, Aegis Media North America The Evolving Media Landscape Sarah Fay took over from David Verklin as CEO of Aegis Media North America, responsible for the US and Canada, in April 2008. After joining Aegis in 1998, Sarah played a pivotal role in the creation of Isobar, now the world’s number 1 digital agency. In July 2007 she became CEO of the newly merged Carat USA and Carat Fusion, the industry’s ﬁ rst online-ofﬂ ine merger. Sarah will discuss how today’s media environment is impacting business, and highlight smart organizations that are implementing breakthrough ideas to gain market share and improve their bottom line. =fild Presented in association with

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SST.PT.10375.MediaForum.DPS.inddT.PT.10375.MediaForum.DPS.indd Sec1:44Sec1:44 99/19/08/19/08 4:03:134:03:13 PMPM ONLYSPECIAL $199 GROUP RATE THEDIGITALPERSPECTIVE Hashem Bajwa ** Digital Planning Director, Goodby Silverstein & Partners In 2007, Hashem was the youngest person in Advertising Age’s “40 Under 40 to Watch.” He’s currently Digital Strategy Director at Goodby, Silverstein, where he merges account planning, new media and creative. Hashem’s responsibility is to inject digital thinking and innovation into the agency’s creative work, as well as help lead the worldwide strategy on the agency’s global accounts. He’ll give an inside account of how they view media at one of the world’s most innovative agencies.

NEWTHISYEAR Setting the Stage: The Best from Cannes Integrated Media Synergies: Millward Brown What makes for award-winning media? Cannes judges Annette Warring CrossMedia Research provides insight into how different media ﬁ t and Aaron Starkman set the tone for the day with their presentation of individually - and synergistically - into the marketing mix. Marketers will the campaigns and media executions that amazed and inspired them. learn how different media can be integrated most effectively; which Some were larger-than-life. Others were small but mighty. Come get combinations of media are most cost-efﬁ cient; and how to determine a rare insider’s view of the most unique work from around the world optimal mix and spend levels. Drawn from the 200+ studies completed - setting the stage for a day of big media thinking. by Millward Brown and Dynamic Logic, insight into the latest learnings about integrated marketing will be provided through a review of recent client case studies and normative data. Presented by John Torre, Vice- President, Millward Brown Media Group, New York of 10 or more. on groups

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SST.PT.10375.MediaForum.DPS.inddT.PT.10375.MediaForum.DPS.indd Sec1:45Sec1:45 99/19/08/19/08 4:03:324:03:32 PMPM AMY VERNER, GLOBE LIFE “I write about how style affects our lives, our work, our homes, our perceptions of ourselves and others. I focus on style because it is all about personal choice. Am I the final arbiter—no! Am I an informer—you bet your Manolo Blahniks! Am I passionate—ask my readers!” To learn more about how Amy’s contributions help make The Globe and Mail’s newspaper, magazine and digital platforms Canada’s best environment for your advertising, visit GLOBELINK.CA/AMY

SST.PT.10185.GlobeAndMail.Amy.ind46T.PT.10185.GlobeAndMail.Amy.ind46 4646 99/19/08/19/08 4:05:274:05:27 PMPM Tribute. Tide at 60

Tide rolls on BY LUCY SADDLETON As Tide turns 60 in Canada this year, strategy examines the research- and innovation-driven path that has kept Procter & Gamble’s signature brand ahead of the pack.

When Procter & Gamble fi rst launched Tide the treatment of post-menopausal osteoporosis. laundry detergent, no one anticipated the Actonel – which uses Tide’s metal ion-control impact it would have – not only on the detergent technology to deliver increased bone mass industry, but on a broader scientifi c scale. As – went on to become a billion-dollar brand. the world’s fi rst heavy-duty synthetic detergent, Strategy spoke to the folks at P&G to see how Tide was touted as a “washday miracle.” It Tide became – and remains – the brand you subsequently became the number-one selling were “born and raised with” through the decades. brand, a title that it still holds today, with a global market share of approximately 35%. 1948 TO 1958: THE Today the logo is an Why? A fi ercely competitive and never-ending MIRACLE YEARS wash innovation cycle. Scientists from the iconic symbol that Cincinnati, Ohio-based company continued At a time when their pioneering approach to market research, housewives were still helps shop-ability at and to date, the formula has been redesigned slaves to washboards more than 60 times. and wringer washers, retail stores that are These constant additions to the Tide family the market was ripe for seek to fulfi ll consumers’ every laundry desire: a product that would more cluttered now when white clothing was all the rage, P&G make laundry less of a launched Tide with Bleach; when we wanted chore. P&G had created than they were 60 an environmentally friendly product, Tide Dreft detergent in 1933 as a replacement for Coldwater fi lled the void; and when Tide’s traditional soap fl akes, but it was ineffective years ago researchers heard the consumer had sensitive on tougher stains. In 1943 it created a new skin, they created Tide Free without dyes or formula using more builders (to neutralize perfumes. Now it’s taking on dry cleaning, chemicals found in hard water, such as calcium testing eco-friendly retail options and launching and magnesium) and less synthetic surfactants pocketbook-friendly at-home solutions for taking (molecules that remove dirt from fabric). The care of delicate apparel. result was a product that washed soiled clothes Above, L to R: A 1949 ad Tide research also led to the development in hard water, leaving fabrics soft and clean stresses Tide’s cleaning of other products – some in laundry care and without residue. Tide was fi rst introduced to breakthrough; ads show others in unrelated categories. In fact, Tide test markets in the U.S. during 1946 and was an the dirt in 1960 and ultimately transformed P&G from a soap instant hit. By 1948 it had reached the Canadian compare results in 1979; company to a research and technology giant. market, where it steamrolled the competition. the 1984 Liquid Tide In one instance, technology used to create When it fi rst launched, Tide was positioned launch taps the familiar synthetic detergents was leveraged by P&G’s as a product to meet all the cleaning needs of logo; and in 1993, “If it's pharmaceutical division in the creation of the housewives, including dishwashing and even got to be clean, it's got drug Actonel (risedronate sodium tablets), cleaning the milk separators on dairy farms. The to be Tide” which was approved by the FDA in 2000 for image of a clean ocean beach after a powerful

www.strategymag.com STRATEGY October 2008 47

TTribute.Oct08.inddribute.Oct08.indd 4747 99/18/08/18/08 2:42:532:42:53 PMPM Tribute. Tide at 60

water, without the need for water softeners. They therefore created three different Tide “Oceans of suds” was another phrase used formulas for distribution in different regions. in Tide’s advertising as housewives equated On the ad front, in the early ’60s Benton volumes of suds with cleaning power. In & Bowles handed the reins to N.Y.C.-based 1949, “Tide’s in, dirt’s out” became a tagline. Saatchi & Saatchi Advertising Worldwide, By the early ’50s Tide had captured more which still holds the Tide account. than 30% of the laundry market. Advertising Print ads from this period started to feature echoed some of the feedback that P&G the objective of the detergent, as opposed to the received from its consumers, with comments squeaky clean housewives. One ad from 1959 such as “I’m just crazy about Tide.” shows a small boy playing in a muddy puddle In 1952 Tide was advertised on TV for the while another features a dog lying on a bed with ﬁ rst time, allowing its marketers to visually muddy paw-prints on the blanket. The message demonstrate the power of the product, and on both: “It’s a good thing that Tide keeps on it was actually the ﬁ rst detergent to do a working after other suds have quit.” commercial. One spot depicts a euphoric woman hanging clothes to dry on a beach, and subsequently wrapping her tot in a sparkling clean Tide-washed towel. The tagline: “The cleanest clean under the sun.” The science behind Tide began a revolution in cleaning technology. It was a catalyst for many other P&G products, including Cheer detergent in 1952, a highly successful follow-up to Tide. Mr Clean, which launched Tide’s continuing innovation is touted in ads from in 1958, was one of many products to make 1951 (above) and 1963 (right) use of Tide’s surfactant technology.

tide was the original inspiration for the brand 1958 TO 1968: name. The logo featured concentric orange NEW AND and yellow rings representing the suds Tide created in the wash basin, while the typeface IMPROVED AND represented the strength of the product. INTENSIFIED P&G cleverly cemented consumer loyalty by staying true to the original brand over the During the post-war years. “The logo hasn’t changed much because economic boom, wringer it works,” says Robb Hadley, brand manager for washers were joyfully Tide at Toronto-based P&G Canada. “Today ditched for new-fangled the logo is an iconic symbol that helps automatic washing machines. P&G capitalized shop-ability at retail stores that are more on this major shift by advertising Tide in cluttered now than they were 60 years ago.” conjunction with washer manufacturers. P&G was perhaps the original marketing Boxes of Tide were placed inside new TV spots began to demonstrate Tide’s innovator, introducing product sampling and machines to convince consumers to try the cleaning ability, and compare it to other promotional premiums and sponsoring daytime product. Print ads displayed the detergent and brands. A “hidden T-shirt test” was a staple of radio serials that became known as “soap the washer, with the tagline “The makers of 25 the late ’60s, in which a dirty T-shirt comes operas,” and was adept at promoting its new automatics recommend Tide.” One from 1965 out looking like new, even when hidden inside miracle suds. Advertising around the launch of pictures a housewife pulling a box of Tide out of other dirty clothes in the washer. “Dirt can’t Tide focused on radio, print, direct mail and her new washer. The headline reads: “The best hide from intensifi ed Tide” was the tagline. couponing, and included a promotion for two recommendation for Tide comes inside every dozen laundry pins for 25 cents and a proof of new Westinghouse Heavy Duty Washer.” The 1968-1978: CUE purchase. Newspaper advertising (created by subsequent tagline: “Waltz through washday THE REAL WOMEN New York agency Benton & Bowles) was an with a new Westinghouse and Tide.” important medium for spreading the word, and As rival brands reached the market, Tide’s Celebrity endorsement headlines such as “amazing new discovery” and scientists made subtle changes to its formula, was used during this “new freedom” targeted weary housewives. Ads subsequently touting “Improved Tide” and decade, with stars in magazines like Good Housekeeping were “New Intensifi ed Tide.” The packaging and the such as actress Jane also a key infl uencer during the ’50s. “washday miracle” message remained unchanged. Wyatt appearing in ads The ’50s’ focus on cleanliness and good P&G strove to meet consumer needs by of the late ’60s. But housekeeping was also rampant in the making use of its market research department, as this was a time of advertising creative of this era. Print ads created in 1924, to study buying habits. empowered, savvy women, P&G also turned to depicted alarmingly gleeful housewives During the ’50s researchers at P&G Canada real consumers to do the convincing. In 1970 holding a box of Tide aloft as if about to found that since the levels of water hardness Tide was actually the fi rst detergent to go this conquer the world. The message pushed the varied from province to province, there was a route, with TV spots featuring real women point that the product worked even in hard demand for geographically localized products. refusing to swap their box of Tide for twice as

48 STRATEGY October 2008 www.strategymag.com

TTribute.Oct08.inddribute.Oct08.indd 4848 99/18/08/18/08 2:43:252:43:25 PMPM SST.10983.Saatchi.ad.inddT.10983.Saatchi.ad.indd 1 99/22/08/22/08 2:45:152:45:15 PMPM Tribute. Tide at 60 ttimelineimeline 1948 1966 1968 1984 1988 1990s 1992 2004 Tide rolls out New Intensiﬁ ed Tide XK is Liquid Tide hits Tide with Ultra Tide Tide Free is Timesaving Tide across Canada Tide is launched with the market Bleach is the Powder and introduced for with a touch of marketed added enzymes start of the Liquid Ultra sensitive skin Downy beats 125 Tide Plus Tide roll out in R&D ideas and family Canada hits retail TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TID

1988-1998: much of another, unnamed detergent. P&G leveraged Tide’s track record in launch STEREOTYPES This decade also marked the emergence advertising for the then-novel liquid version. of enzymes in laundry products, a trend Early print ads showed an orange liquid COME AND GO, adopted from Europe. Enzymes such as pouring into a liquid version of the familiar BUT CLEAN protease were promoted as a powerful new Tide bull’s eye logo. The caption asks: “Who LASTS way to break down protein and fat stains such could create a liquid laundry detergent that’s as blood, grass, lipstick and chocolate, and better than yours? Tide.” Tide’s target market broadened as P&G consequently Procter & Gamble created Tide Also on the research and development extended its marketing to reach more diverse XK with added enzymes. front, the same calcium-delivery technology family structures. Advertising presented Once again, the linking of cleanliness more realistic women in differing roles, a far with happiness was played up in the new cry from the laundry-room slaves of earlier Tide formula’s launch. One print ad from creative, and a fl urry of new products launched 1970 pictures a mother and a pristinely to meet changing needs. garbed baby, and the copy reads: “Tracey got Research found that the consumer was baby food all over the handmade dress her looking for extra whitening power to handle grandmother gave her. But Tide XK cleaned the white clothing in fashion. Tide with it.” And TV spots for Tide XK depict grubby Bleach was therefore launched in the U.S. children, juxtaposed with clean choirboys in 1988, with print ads comparing a pristine wearing white smocks. white sock washed in Tide with Bleach with its fi lthy mate washed in a different detergent. 1978-1988: A popular TV and print tagline during this POURING ON THE decade was “If it’s got to be clean, it’s got to be Tide.” In a further example of P&G’s ability RESEARCH to connect technology across categories in P&G expanded unexpected ways, Crest Whitestrips later considerably during made use of the same bleaching technology this decade, purchasing developed for Tide. more companies and Ultra Tide, P&G’s fi rst attempt to market dividing into specialized the product in a compact form, hit the shelves business segments, in 1990. Although Ultra Tide is still alive and including an entire unit devoted to research well, Hadley says that at the time, the launch and development. Surveys and focus groups was not successful, as shoppers tended to designed by internal P&G knowledge experts equate size with value. were executed by outside research fi rms such During the ’90s both products had rolled out as Ipsos Reid, but P&G marketing and sales nationally in Canada, and in 1992 Tide Free managers attended focus groups and even In 1970, Tide was the first detergent brand to use real launched, responding to skin irritations caused carried out visits with Canadian women in women's stories in its advertising by chemicals in detergents. their homes and in stores. Research conducted during the ’80s found that enables Tide to soften hard water was 1998-2008: MAKING IT EASIER that as more and more women were working employed in the late ’70s in the development full-time and still doing more than 75% of the drug Didronel (etidronate disodium) Throughout the decades, approximately 25% of the laundry, time-saving products were for use in the treatment of Paget’s disease. of Tide’s advertising has been homegrown increasingly in demand. And Tide’s ion-neutralizing technology in Canada, with the bulk of the work being This led to the 1984 launch of Liquid Tide. It was again reapplied for the 1985 launch adaptations from the U.S. But Toronto-based added a new dimension to the Tide family and of Crest Tartar Control to prevent calcium Saatchi & Saatchi Canada is now delivering was marketed for its ability to remove greasy, phosphates (tartar) from binding tightly to around 25% of Tide’s advertising content oily food splatter without the need to pre-treat tooth enamel. for North America. One recent example is a stains. Liquid Tide was a global effort from P&G, multimedia campaign for the launch of 2X incorporating surfactants from Japan, fragrance Ultra Tide featuring TV personality Kelly Ripa. from Europe and packaging from the U.S. This campaign, which came out of the Toronto

50 www.strategymag.com

TTribute.Oct08.inddribute.Oct08.indd 5050 99/18/08/18/08 2:43:472:43:47 PMPM 2005 2007 2007 Spring 2008 Spring 2008 July 2008 September Tide Coldwater Tide Pure Tide to Go 2X Tide offers Tide with Dawn Tide Total Care 2008 helps save Essentials and Tide provides instant a compacted Stainscrubbers hits debuts in the U.S. Tide Dry Cleaners electricity Simple Pleasures stain removal formula to reduce the shelves and is poised to hit test marketing offer naturally packaging Canada begins scented options TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TIDE TID

found that Tide with a touch of Downy received opportunity to drive compaction in Canada the highest response due to its time-saving on other parts of P&G’s fabric care product benefi t. Marketing included in-store, TV, print, portfolio,” he says. sampling, promotions and online contests. And yet no one is ignoring the brand’s In 2007 P&G launched an award-winning clean-freak heritage. In April, Tide with Dawn interactive campaign on YouTube to support Stainscrubbers hit the shelves, offering a its most recent “miracle” product, the instant “pre-treating boost” to remove tough stains. stain remover Tide to Go. The “Talking stain” The latest foray is an example of P&G’s spot, which came from Saatchi’s New York willingness to share technology between offi ce, was aired during the 2008 Super Bowl, divisions. A new Tide sub-brand dubbed Total a fi rst for Tide. Like the original invention, Care, which launched in the U.S. in July (and word of mouth fuelled trial, and performance is expected imminently in Canada), contains agency, has been among Tide’s strongest and triggered further WOM. most unusual work in recent history, according Also launched last year, the Pure Essentials to Hadley. “It was a departure from Tide’s line met a consumer desire for a fragranced tradition of using real women in advertising, product to reduce stress levels and increase but Canadian consumers loved her,” he says. laundry enjoyment. And it contains some Brett Channer, chairman /ECD at Saatchi & natural ingredients. Saatchi Canada, says of the campaign: “The Environmental factors have become a major idea was to use Kelly because real women consideration. Tide Coldwater launched can relate to her and her relationship with her in Canada and the U.S. in 2005, following husband and the values she personifi es.” three years of research. More clothing Channer adds that the campaign is typical of manufacturers were recommending recent efforts to demonstrate human insight cold-water washing on their garment labels, in Tide’s advertising. “Ten years ago we were and consumers wanted to conserve energy. Spots featuring Kelly Ripa (left and above) are using a lot of side-by-side comparisons to In Canada an upgraded version of Tide among the North American Tide work produced by other brands,” he says. “Today it’s more about Coldwater was created to cope with the Saatchi Toronto product innovation from a human insight point extreme winter climate. of view.” Another recent TV spot Channer’s According to Hadley, Tide Coldwater is ingredients found in beauty care products such team created features a little boy who is deeply now P&G’s strongest sub-variant in Canada. as Pantene and Olay. U.S. advertising focuses attached to a particular shirt, again making use Marketing came from Saatchi & Saatchi on the “seven signs of beautiful clothes,” the of human insight. Canada, and the eco angle was touted via product benefi ts being: thorough cleaning, In 1998 Tide Canada launched its fi rst programs such as “Bring on the Cold,” a preserved shape, preserved colour, no fabric website and began interactive marketing, a partnership with the Canadian Energy pills, stain removal and enhanced softness. medium that has enabled P&G to reach a Effi ciency Alliance which involved the Tim Gunn of Project Runway is involved in the broader audience including younger women. distribution of millions of Tide Coldwater launch promotion, pushing the fashion link. Tide.com now offers newsletters about discount coupons with electricity bills. Meanwhile, P&G is testing the waters in the laundry care and incentives such as coupons, To complement this trend, this May P&G U.S. dry cleaning industry, following research sweepstakes and product samples. Canada converted its liquid laundry detergent indicating that most customers are unhappy Tide’s development in Canada is supported portfolio to a concentrated formula which with their service. Three “Tide Dry Cleaners” by a vast team including marketing, research, uses 43% less plastic and contains an average stores opened in the Kansas City area in fi nance and sales experts. While Hadley will of 35% less water. P&G avoided the earlier September, offering tailoring, a drive-through not reveal fi nancial details, he does comment: pitfalls of Ultra Tide by educating consumers and valet service. A reward program also “Return on Canadian Tide marketing investment about the new packaging at consumer shows provides discounts. Marketing in the test area is some of the strongest in the company.” and through a contest, as well as mainstream consists of out-of-home and direct mail. And of course, the product innovation hasn’t advertising. Hadley describes 2X Ultra Tide “A constant focus on the needs of our target abated. P&G’s fabric softener, Downy, was as “one of our biggest innovations in over 10 has resulted in a steady stream of innovation combined with Tide in 2004 to create Tide with years,” adding that the consumer-research over 60 years,” concludes Hadley. And a touch of Downy. P&G’s researchers had tested team is focusing on measuring response to the tinkering with Tide got results. “Innovation has more than 125 product ideas with consumers and compacted liquid products. “There is a good been the cornerstone of our success.”

STRATEGY October 2008 51

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BY KEN WONG Kids + health = ad ban?

We’ve heard it all before. Some interest It also recommended that this ban include moderation and some commonly groups call for regulations on advertising. marketing to the parents and institutions assumed ‘junk foods’ are actually The ad community responds with that help children make food choices. benefi cial in moderation.” self-regulatory gestures, arguments about Moreover, it recommended that all food • “Since we cannot isolate our children the unenforceable nature thereof and marketing to children should be banned from media infl uence, we should complaints about the injustices done to if an acceptable defi nition of “unhealthy instead focus our energies on media the good guys and the lack of conclusive foods” cannot be agreed upon (word is literacy programs.” scientifi c evidence. Some watered-down that a committee to come up with that • “Not all advertising is bad; why paint regulation is passed and life goes on. defi nition is close to being named). everyone with the same brush?” But this time things may unfold The panel explicitly noted that the ban • “The products aren’t illegal…why differently, with far-ranging ramifi cations. extended to include the Internet, promotional should advertising them be regulated?” And while the industry has embarked activity, product placement, etc. That • “How will schools, hockey leagues upon some good actions to stem the tide, would include Tim Hortons hockey and and other sponsorship benefi ciaries we should recognize that this camps, Ronald McDonald House Charities replace the lost funding?” anti-marketing movement may persevere, and even the Milk Calendar. no matter how reasonable the arguments That may seem extreme and unlikely, All true. And yet they may prove presented by advertisers are. You see, and I’d agree… if it were an isolated event. irrelevant. The counter-arguments are this time it isn’t about adults who can However, a recent national survey found frighteningly simple and hard to contest: be expected to grasp the concept of that half of Canadians favour a ban on caveat emptor. This time it isn’t about all advertising to children under 10. They • “If advertising works, and children preserving constitutional rights. This time feel advertising is misleading, damages are incapable of discriminating it’s about children…at least for the time children’s self-esteem and promotes reality from embellishment, then being. That changes the rules governing unhealthy habits. All of this despite the children are vulnerable, and it is our the debate and its likely resolution. efforts of the Advertising Standards responsibility to protect our children.” In March, the Chronic Disease Canada and its Canadian Children’s Food • “Regardless of whether 100% Prevention Association of Canada and Beverage Advertising Initiative, which compliance is possible, the effort hosted a conference on “Obesity and pledged to either restrict child-directed must be made.” the Marketing of Food to Children.” advertising to self-defi ned “healthy foods” • “Governments and the public, not It assembled a panel to evaluate the or to drop all advertising on children’s corporations, should be deciding best available legal, scientifi c or social programming by the end of 2008. the educational and social funding research for the purpose of forming a And while food may be the initial arena, priorities of our society.” policy consensus statement to inform it sets a dangerous precedent. How long • “Responsible fi rms are implicitly public policy-makers, Canadians and the before it creeps into other areas, like penalized by the real and opportunity media. The conference was sponsored by electronic games, cellphones and so on? costs incurred relative to less the Public Health Agency of Canada, Am I being a fearmonger? scrupulous fi rms. Regulation would the B.C. Ministry of Health and As a member of the panel, I was privy even the playing fi eld.” the Canadian Institute of to the submissions and the discussion. Health Research. While it did include some activists, it also I am not advocating either position. This The panel called on contained educators, authors, media is a philosophical debate, and there will be Health Canada to defi ne fi gures and public policy experts. no empirical resolution. Now ask yourself: what constitutes In support of maintaining self-regulation, if you were a politician or policy-maker, “unhealthy food and the panel heard comments like: whose interests would you be most likely to beverages” and to protect? Children change everything. create regulations • “Scientifi cally speaking, there is no that ban all conclusive research that draws a Ken Wong is a professor at Queen’s marketing of causal link between food marketing School of Business, and also fi nds time those products and childhood obesity.” for consulting and speaking gigs as well to children • “According to nutritionists, most as advisory roles. He can be reached at within two years. every food product is fi ne in [email protected].

52 www.strategymag.com

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BY WILL NOVOSEDLIK Bell’s future just got friendlier

Last month’s column, “Saving Ockham’s That may change the next time my Internet remaining consistent when all you are Razor” praised the idea behind the famous goes down, but by actually delivering on playing with are pieces of the logo against Mies van der Rohe sound bite “less is their promise with the online experience, a white background is the ultimate Miesian more.” This month we have a new sound they have inspired me to see what else they challenge. Less may not be enough. bite: less is better. can do. By making the online experience But the brain trust has, in its past life, I’m talking about Bell. This column simpler, they have also moved me more demonstrated that it can achieve this, so has been critical of Bell more than once, confi dently toward self-care, which is the why not this time? because of the inconsistency between the ultimate dream of every telecom. brand’s promise and Bell’s delivery. The Bell website employs the same I tended to focus on the fi eld design principles that underlie the Telus experience, customer care and the lack of site (including lots of white space, no more coordination between the two. Granted, words than necessary and dead simple these are the hardest things for any service navigation). That’s no surprise, given its organization to get right, but in the provenance in the minds of the former ”making things simple” days, the fi eld Telus (hence Clearnet) brain trust. The experience was an almost offensive Cope-Seifeddine-Oosterman team is using contradiction of the promise. Later, Frank lessons learned from past successes to and Gordon provided some distraction reinvent a brand that was once a major from that, but not enough had changed in competitor, proving that some branding the experience department. principles are very portable, even within So when the “er” campaign launched, the same category. with its clever use of the comparative Two of those principles are focus and suffi x as a stand-in for the whole idea consistency. Telus has one of the most of “better,” it felt a little like Peter and focused and consistent brand images in I was so blissed out by the the Wolf. I was still haunted by previous Canada. The public never seems to tire of end of the lightning-fast service experience nightmares, and in an its use of cuddly zoology. It has stuck with unforgiving, cynical mood. its tagline from day one, yet continues to purchase process that I stayed That perception changed today. So did feel fresh. the mood. The frequency of calls from our Presumably Bell is hoping to achieve to see if the rest of the online youngest daughter – who has been away the same status, minus the critters, at university for all of 14 days – inspired with a brand image that appeals to both experience was going to be as my wife to suggest we investigate Bell’s consumer and business audiences – a $25 Unlimited Long Distance plan. So, not challenge that Telus has grappled with over simple and easy without dread, I went to the website. the years, and one that Frank and Gordon Wow. User friendlier. Really user couldn’t overcome. friendlier. Dead simple, in fact. I was so The real challenge, after all the brain By beginning to deliver on its new brand blissed out by the end of the lightning-fast trust’s lessons from the past have been promise with a powerfully simple website, purchase process that I stayed to see if applied, will be how to be truly different. Bell’s future just got a little friendlier. the rest of the online experience was going That struggle for differentiation will return, Let’s see if it can make that happen to be as simple and easy. It was. I have to as it always does, to the operational across the operation. That would be a real say, the customer experience on the Bell sphere: fi eld service, customer care, billing, differentiator. website really did just get better. call centre, retail operations, etc. Cleaning up the brand architecture was If it doesn’t happen there, the only Will Novosedlik is a partner at Chemistry, another manifestation of “less is better.” differences between Bell and Telus will be a brand management consultancy that Now it’s simpler – a classic masterbrand superfi cial. The word Belus would take on a integrates strategy and experience to drive structure that focuses back on Bell with no whole new meaning. competitive advantage for clients in North more sub-brands. Ironically, the new “er” campaign will America and Europe. He can be reached at For the time being, the service have to “get better” itself in order to live [email protected]. nightmares have been partially obscured. up to its promise. Staying fresh while

STRATEGY October 2008 53

FForum.Oct08.inddorum.Oct08.indd 5533 99/18/08/18/08 2:37:402:37:40 PMPM back page. VIRGIN ISLAND Ah, V Fest. An annual BY ANNETTE BOURDEAU, WITH FILES FROM MARIJA DJUKIC AND PHOTOS BY JEFF BALABAN celebration of music, Virgin Mobile, Sir Richard Branson and, of course, sponsorship activations. Strategy hit Toronto Island to once again review which brands clicked, and which missed the boat. We had some fun, too – we even got to sit one table over from Sir Hit: MOTOROLA A For Effort: TD CANADA TRUST Richard himself backstage There were more variations of phone-charging TD appeared to be the hardest-working sponsor at the fest. It had a large solar-powered stations then we could count, but Motorola’s Moto phone-charging station in the vendors’ village, as well as a multitude of street teams at the Bacardi B-Live tent. Tour 2008 was by far the coolest. Festival-goers diligently doling out dollops of sunscreen and hand sanitizer. One friendly TD rep even could plug their phones into stationary bikes and rubbed in strategy reporter Marija Djukic’s sunscreen for her! Now that’s service. And Speaking of Bacardi, charge them by pedalling to create mechanical the TD Music Stage was consistently busy too, thanks to big draws like Spiritualized, The energy. Coooool. Fratellis and The Pigeon Detectives. it once again had the biggest brand presence Got lucky: COORS LIGHT Coors Light wasn’t an offi cial sponsor [Molson was, but it was for the most part pushing Canadian], but it landed the best product placement of the at the festival aside from festival when Foo Fighters front man Dave Grohl chugged a can of it on stage in front of tens of thousands of adoring fans. He even noted that his can was “cold certifi ed” because the mountains had turned blue. Virgin. There were always dozens of people lined up Hit: OH HENRY! The Oh Henry! karaoke garage was consistently full of rocker to get inside the B-Live wannabes singing their hearts out (and often offending the non-tone-deaf passersby). The booth was designed to look like tent to see big names like a garage, which stood out in the bustling vendors’ village. Oh Henry! also scored points for its sponsored stage highlighting Moby and Deadmau5. emerging talent. Competition for festival-goers’ attention was fi erce. Here’s a Miss: COLGATE roundup of what stood The charming promo guy got us to stop and take the mysterious, unbranded white boxes. But we had no idea that they were fi lled with out and what, Colgate toothpaste samples until we got home. There was no sign of Colgate branding at the festival – the promo guy wasn’t even wearing a well, didn’t. Colgate T-shirt!

54 STRATEGY October 2008 www.strategymag.com

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