Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Erin Collett, Erin Meagher, Emily Miller, Lauren Gross and Caitlin Stewart.
We spend our weeks working within the rules. Dot every I, cross every T. In marketing, the chiefs tell us to be authentic, to stick to our branding guidelines and to follow some digitized version of the Seven Commandments. But it’s the end of summer and clearly the heat is hitting some brands pretty hard. This week we’ve featured a few brands who are doing things a little differently, defying some of marketing’s time-tested tenants. Target allied with a troll, Stoli’s Instagram content is the plain white T of the social realm and an NFL team is marketing to fans too young to even work part time. Confused? Give it a read and let your boss know it’s opposite day so you have to take the rest of the day off.
We are now more than two weeks into the longest campaign in Canadian history, and the Edelman Canada Public Affairs team is watching the polls, issues, campaigns and public conversations as they evolve. Read the team’s insights and learn about upcoming milestones in the latest Edelman Election Update (also available as a pdf).
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Erin Collett, Caitlin Stewart, Rob Small, Emily Miller, Kira Borys and Melissa Vekil.
It’s tough to decide which social media platform(s) a brand should invest in. At the end of the day, they need to think about which one(s) will best express their brand and reach their audience. Fashion and beauty brands kill it on Instagram, whereas food companies are still loving Pinterest. Regardless of the platform, social media is a powerful tool, both as a soapbox for brands and a way for consumers to hold them accountable. But with great power comes great responsibility. From the latest viral meme to America’s leaders on Snapchat, this week’s Digital Digest explores social media’s different powers, for good and evil. Read more »
One of Canada’s top creative directors to lead firm’s creative team
August 12, 2015, TORONTO – Edelman today announced the appointment of ad industry veteran Andrew Simon as executive creative director, Canada. Simon will lead Canada’s creative team, which has seen incredible growth over the past year. He will join the Toronto office on September 9 and report to Lisa Kimmel, president, Canada.
“Not only is Andrew one of the top creative directors in Canada, but his unique background brings a rich and important understanding of both the industry and our clients’ needs to the firm,” said Kimmel. “He has a proven track record of being a transformational leader and his exceptional talent will further bolster our creative team both locally and globally to help our clients show up differently through inspiring and engaging programs.”
Simon joins the firm from Cundari, where he has been chief creative officer since 2013. He began his career at JWT New York and Saatchi & Saatchi Los Angeles, moving to Toronto to join DDB, where he rose to the title of executive creative director. Under his leadership, DDB became Strategy Magazine’s Agency of the Year an unprecedented five times and Canada’s most creative agency six times. Simon has also been rated one of the top 10 creative directors in Canada for four years in a row in Strategy Magazine’s Creative Report Card.
Simon has been featured on CBC’s The National, Global TV’s National News, and CBC radio’s The Age of Persuasion and Q programs, and has been profiled by both The Globe and Mail and the Toronto Star. He currently sits on the board of the Advertising & Design Club of Canada and has spoken at numerous Canadian Marketing Association conferences. He also holds an MBA from the JL Kellogg Graduate School of Management and worked in-house at General Mills as an assistant marketing manager for several years.
“Edelman is truly unique in its size, scope and ability to develop earned-centric, social-by-design creative solutions,” said Simon. “I couldn’t be more excited about joining the team.”
Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations.
Our Canadian business has matured from one that has been primarily geography- and practice-focused to one that is also specialty-focused. Our offices in Vancouver, Calgary, Toronto, Ottawa and Montreal offer several specialized areas of expertise — including creative, crisis & risk, public affairs, insights & analytics, paid media and digital — to deliver best-in-class work to our clients in today’s complex media landscape.
Edelman was named one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; The Holmes Report’s “2013 Global Agency of the Year”; and was awarded the Grand Prix Cannes Lion for PR in 2014. In Canada, Edelman was among the top three finalists for Marketing Magazine’s 2014 Agency of the Year and has been named one of the Great Place to Work® Best Workplaces in Canada and Best Workplaces for Women.
Now that the election writ has been dropped, the Edelman Canada Public Affairs team is watching Canadians’ conversations around the nation’s 42nd General Election. This video answers critical questions including: What happened to the bills that were before Parliament? What will happen if Canadians elect a majority government? What are the implications of a minority government? What is a “First past the post” electoral system?
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Erin Collett, Rob Small and Emily Miller.
P.O.P.: Three little letters, one giant goal for brands. Digital point of purchase is rapidly becoming one of the most talked about aspect of launches and new platforms – if you can’t drive consumers to a site and make the sale, what’s the point? Strategically placing carefully timed ads, leveraging social media and digital platforms wherever and whenever you can, and planning your launch timing to ensure relevance are just some of the most important takeaways this week. We won’t try to sell you anything this week, but we can’t promise you won’t be tempted to click-through at least once or twice…
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Caitlin Stewart, Charlotte Macgregor, Kira Borys and Erin Collett.
Sometimes, you have to step back and take a good look from a different angle. Easier said than done, right? Especially considering the time you’ve invested in your current approach. But this week, we’re serving up some brands who are, well, showing up differently. Whether you’re a classic beer using your storied past to brew up a new tale, a shorts retailer that’s gunning for the title of class clown or a tech company embracing a new approach to social media, we’ve got something for you. It’s a long weekend, so stop with the step-counting (yes, you), crack a cold one, read what was happening in digital this week, and enjoy the sun!
Who wears short shorts?
Shorts retailer Chubbies is looking for young guys who like to have fun on weekends with their friends (and long walks on the beach?). If that sounds too easy, it’s because it was. Over the past few months, Chubbies has transitioned its video content from YouTube to Facebook and is seeing exponentially more views. That’s not all – but engagement is up too. The strategy? Chubbies wants its followers to have a good time and laugh a little. And sure enough, once a piece of content begins to do well, Chubbies boosts it with paid amplification, targeting similar audiences and people who have previously checked out its content. The budget for this marketing feat is almost all digital – Chubbies is looking to figure out how to make the integrated campaigns stand out amongst a sea of traditional. Over the past three months, the brand has accumulated 12 million Facebook views and is adding 10,000 new fans per week. And as a bonus, we won’t deny that it looks like fun. So guys, it’s almost the long weekend. Turns out, size does matter – grab those short shorts and swim trunks and make the most of it! [AdWeek] Red Bull, mentioned in this article, is an Edelman client.
If you build it, they will come
We’ve said it before and we’ll say it again: Employees are some of brands’ most valuable advocates and credible spokespeople. And with the term “employee engagement” becoming overused (maybe even to the point of losing all meaning), companies are looking for fresh ways to get their employees truly excited and involved. Hint: It’s not a newsletter. Lenovo took engagement to the next level in creating its own internal social network, “Lenovo Social Champions” to empower its people to create and share content throughout its new brand rollout. The platform includes external news and internally curated content, like videos from company events, giving staff a tool to celebrate being part of the company. This corporate rally cry has had a profound impact on engagement. Since March 2015, 2,000 employees have gotten on board. The moral of the story? Never settle for good enough. If the right vehicle or channel doesn’t yet exist for your message, create it. [Digiday] LinkedIn, mentioned in this article is an Edelman client.
It’s 5 o’clock somewhere
Reshaping your brand doesn’t always mean you need to build a brand new one. So Guinness, a brewery that has served the same beer for 256 years (seriously), is reshaping itself through the ‘Brewers Project’. The new ads build excitement for the beer brands’ foray into new brews while telling the story of the people, places and heritages of one of the world’s most iconic beverages. One of the first ads, “Gates”, takes us behind the scenes of the St. James Gate brewery, telling the story of local brewers experimenting with new beers and dusting off old Guinness recipes. It also includes captions of each of the brewers from second and third generation families taking over from their mom or dad. So if you’re brewing beer, selling clothes or serving up a tasty snack, with this kind of history, a simple refresh can go a long way. [Ad Age]
Digi health: So hot right now
We get it, you had a Fitbit before they were cool. But in 2015, it seems everyone is jumping on the digital health treadmill to stay ahead of the competition. To keep consumers engaged and up to speed on all the latest trends, fitness brands of all kinds – Nike, Zumba, Jawbone, among others – are teaming up withvirtual reality companies and creating apps to showcase their products, demonstrate what a workout class or routine might entail, and even ease the nerves of those just starting to count their daily steps. . These brands have the right idea – the mobile fitness and health apps market grew at a rate of 87% from 2013-2014. When it comes to fitness and lifestyle, remember one thing: you don’t need to rebuild yourself in order to be successful – adapt to the changing digital landscape, take the time to understand what your consumers need and flex those creative muscles to reshape what you can offer. [Mashable].
Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Caitlin Stewart, Rob Small, Charlotte Macgregor, Kira Borys and Erin Collett.
It’s never good to only hear from brands when they’re in a moment of crisis; it ruins their credibility and public trust. People are generally in disbelief of their messaging because it is assumed they are just saying whatever will get them out of hot water. It’s important to proactively communicate with key stakeholders, including the general public on an ongoing basis to establish how you want to be perceived and build a rapport. Giving the public a behind-the-scenes view of your operations or commenting on what’s happening in the news helps to keep brands on the forefront of consumers’ minds. BUT – and there is almost always a “but” – brands must assess whether it is truly appropriate for their company to be commenting and any potential risks to avoid being put behind the eight ball. Read more »
“We brought [Ryan] on because we believe there’s some really interesting opportunities, work and clients here … We have the opportunity to really up the promotion and integrate what we’re doing in more of a creative way.”
Ryan Semeniuk has joined Edelman Vancouver as Creative Director, bringing more than a decade of experience at top advertising agencies. His hire signals the company’s commitment to delivering highly innovative and integrated communications marketing work. Read the full story from Strategy.
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Caroline Dunnet, Victoria Neufeld, Melissa Vekil, Kira Borys and Matt Beck.
Today’s the day: it’s time to straighten out your love/hate relationship with social media. It can do magical things for your brand if you just learn to use it well! This week’s picks single out the brands on either end of the social success spectrum to teach us all some serious lessons in digital engagement. The takeaway this time? While you should obviously strive to stay strategic, always keep the “what’s next” factor in mind to best reach and impact your target consumers and fan base. Looking ahead can help maximize reach, build a strong brand presence and prove this final point: It’s no longer enough to just show up.
On behalf of the entire Vancouver team, we are very excited to announce that Ryan Semeniuk has been hired as Edelman Vancouver’s Creative Director.
Ryan has been a creative lead for over a decade at three of Canada’s most prominent advertising agencies – Tribal/DDB, Fuel and most recently Taxi. Starting his advertising career in Vancouver, Ryan then spent several years at Fuel in Ottawa and with DDB Toronto, before finding his way back out West. His client portfolio includes Sony, Telus, BC Hydro, Subaru, Guinness, Budweiser, Gatorade, Pepsi, and many others. Ryan’s work has been recognized at traditional and digital creative awards competitions such as Cannes, The One Show and The Cassies. In addition to his skills and experience, we know Ryan has a very collaborative approach to the creative process, and has a passion for unlocking the unique, creative opportunities of our teams, clients and, of course, our Edelman PR roots.
Edelman Canada’s creative output as well as client demand has evolved tremendously over the last two years. Specifically, the creative needs of the industry, our clients and the capabilities of our competitors continue to expand. Edelman’s creative ambitions, both regionally and nationally, are bold and have quickly grown to meet these needs. The addition of Ryan is a major step forward for Edelman Vancouver and our national pursuit of these ambitions. Ryan’s addition will be a powerful catalyst not only for our creative work, but for our clients and internal teams, as well.
Edelman’s recent win of six Cannes Lions is a strong reminder of our relentless pursuit of creative ideas that are social by design, informed by insight, and “Earned” media centric, and we look forward to Ryan’s contributions as we work towards achieving these goals.
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Victoria Neufeld, Rob Small, Charlotte Macgregor, Lauren Gross and Erin Collett.
Last Friday history was made. The U.S. Supreme Court finally legalized gay marriage and while not everyone was in favour of this decision (ignorance is bliss?), we couldn’t be happier for our neighbours south of the border. It couldn’t have aligned more perfectly with the end of Pride Month, creating a social media explosion. We couldn’t help but dedicate this week’s Digital Digest to our LGBTQ friends, family and colleagues – this one’s for you! Read more »
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Melissa Vekil, Charlotte Macgregor, Kira Borys and Erin Collett.
It doesn’t take a marketing guru to know that the who’s who of the industry gathered in Cannes this week to celebrate the best we have to offer. Canada is winning big at Cannes this year, bringing home 23 Lions so far, and the festival isn’t over yet. And after co-leading 2015 nominations for public relations agencies, Edelman took home six Cannes Lions for work on clients such as Adobe, Dove and the American Egg Board. We promise that’s our only shameless plug this week. From Tinder’s Cannes debut to a health-conscious Coca-Cola spoof and chic social strategies, this week we take a look at the brands that, in true-Cannes fashion, used creativity to change the course of communications. Read more »
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collet, Melissa Vekil, Adam Weitner, Meghan Sharp, and Lauren Gross.
This week’s Digital Digest went rogue. There were just too many interesting campaigns and lessons for brands that it would’ve been a shame to eliminate one due to the confines of a theme. It’s Friday afternoon, let’s jump into the good stuff to tide us over until the weekend. TGIF. Read more »
John Larsen appointed EVP, National Practice Lead, Crisis & Risk
Michael Murphy appointed SVP, National Sector Lead, Health
June 16, 2015, TORONTO – Edelman today announced the appointment of two significant hires that will strengthen the region’s senior leadership team: John Larsen as executive vice president, national practice lead, Crisis & Risk and Michael Murphy as senior vice president, national sector lead, Health. Larsen will join the firm on August 10 and be based in Calgary; Murphy joins the Toronto office effective immediately.
Larsen will lead the firm’s Crisis & Risk specialists in Vancouver, Calgary, Toronto and Montreal. He will also work closely with Edelman’s global Crisis & Risk practice to bring the offering to Canadian clients, while sharing his talents with the existing global client network.
Larsen has held numerous senior and executive-level communications positions with various levels of government, in the corporate sector and in consulting. He is currently the president of Zero Hour Strategy, a consultancy specializing in reputation management and executive crisis counsel, and previously founded the Corpen Group Inc., Canada’s largest independent critical communications firm. Larsen holds a master’s degree in communications, is a graduate of the Canadian Forces Command & Staff College, is accredited in communications by the United Nations and has completed executive education in leadership at Harvard University’s Kennedy School. He is the recipient of the 2012 International Association of Business Communications (IABC) ‘Master Communicator’ Award. In 2014 he was designated as a member of the Institute of Corporate Directors (ICD.D).
Murphy will lead Edelman Canada’s Health sector, replacing Scott Evans who is now general manager of Edelman Toronto. Murphy will oversee a team of more than 20 seasoned practitioners across the country, bringing more than 15 years’ experience leading large, integrated accounts across all channels to help accelerate the firm’s communications marketing efforts in an increasingly complex and diverse sector.
Murphy is a successful global marketer and brand builder who helps clients navigate today’s increasingly complex communications space. Most recently, he led Pfizer’s over-the-counter and Champix business in Canada as a marketing consultant with Y&R Toronto. Prior to that, Murphy worked in client service at Y&R for 15 years across multiple geographies, including Warsaw, Frankfurt, Paris, London and New York, managing businesses at the global, regional and local levels. In addition to significant experience in the consumer healthcare space, Murphy has worked with beverage, technology, retail, and corporate clients.
“These appointments are part of our ongoing commitment to offer best-in-class practice, sector and specialty service to our clients in all regions of the country,” said Lisa Kimmel, president, Edelman Canada. “John and Michael bring exceptional talent and experience that enhance our offerings both globally and locally and further distinguish Edelman as a leading-edge communications marketing firm that’s well-poised to evolve, promote and protect our clients’ brands and reputations.”
Edelman is a leading global communications marketing firm, with more than 5,500 employees in 65 cities worldwide. We partner with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. Edelman has always embodied a client-first culture, continuously adapting to the changing needs of our clients and the marketplace.
Our Canadian business has matured from one that has been primarily geography- and practice-focused to one that is also specialty-focused. Our offices in Vancouver, Calgary, Toronto and Montreal offer several specialized areas of expertise – including creative, crisis & risk, insights & analytics, paid media and digital – to deliver best-in-class work to our clients in today’s complex media landscape.
Edelman was named one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; The Holmes Report’s “2013 Global Agency of the Year” and was awarded the Grand Prix Cannes Lion for PR in 2014. In Canada, Edelman was among the top three finalists for Marketing Magazine’s 2014 Agency of the Year and has been named one of the Great Place to Work® Best Workplaces in Canada and Best Workplaces for Women.