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Digital Digest #268: Baby Got Brands

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 MacgregorJill PastirikRob Small, Matt Beck and Erin Collett.

Because of short attention spans, consumers these days change brands like they change their socks. People are constantly switching their interests and attention, without giving brand loyalty much thought. This ongoing shift has caught the attention of certain companies and as they try to keep up, we have to stop and admire some of their tactics. By maintaining the same ideals and culture as when they first launched, brands of all kinds are changing up their marketing strategy and outreach to keep up with the times. Luxury brands are popping up on Snapchat, chatbots (what?) are delivering you the news, lyrics on a Coke can – these are just some of the things companies are doing to keep up with their ever-evolving consumer. This week’s Digital Digest explores the idea that brands can look different but deep down, remain the same.

Blink and you miss it
The discover section on Snapchat is filled with its usual publishers – Mashable, Buzzfeed, Vice – but you may have noticed a recent paid placement by Sony to support the launch of Spectre, the latest Bond flick. Missed it? No problem. Here’s another, for those less action-movie-inclined: Burberry managed to score a sweet spot as the first luxury fashion house to sponsor an entire channel through Snapchat. Their paid placement, live for 24 hours, featured a collection of sponsored articles, exclusive videos and interviews to support the launch of Mr. Burberry, the brand’s newest men’s fragrance. Want tips on how to wear the right fragrance, select a good suit, or perfect your morning routine? Burberry’s got you covered – they even threw in a behind-the-scenes film showing the making of the Mr. B. When it comes to haute-couture, Burberry has proven its worth as a digital powerhouse. It’s adapting to 2016 just fine, and doing so without losing its fundamental appeal – or in its own words, combining heritage status with innovation. And really, who couldn’t use a bit more Burberry plaid on social media these days? [DigiDay]

Say it with a song
You know when you can’t quite find the words (or emoji) that you need to express your emotions? So does Coke, which is why it wants to give you a hand. Followed by the massive success of the name generator extravaganza the “Share a Coke and a Song” campaign will include music lyrics to make your Coke experience an emotional one. There will be more than 70 lyrics on its cans and bottles, everything from “Lean on me” to “We are the champions.” With declining soda sales, Coke is trying to be a part of the special events in your life. Similar to the name generator, you can also go online and pick from a list of lyrics and customize bottles. Whether consumers end up drinking the pop or not, we definitely see them having a lot of fun with this campaign. Whether you’re going through a break up, getting married, having a rough day or having a baby, Coke wants you to grab a can to commemorate (or get you through) the experience – and if nothing else, get you talking about their brand. [Buzzfeed] Coca-Cola and Spotify, mentioned in this article are competitors to Edelman clients, PepsiCo and Pandora, respectively.  

Who needs friends…
…when you can talk to an app? This is apparently the mentality of most people these days (and that of most news publishers, it seems). The integration of chatbots (computer programs that simulate conversations with human users) into messaging apps appears to be the next great frontier, especially since services such as Kik and Facebook Messenger are always trying to find a way to monetize. The Washington Post is trying to integrate news into these social platforms and it’s definitely ruling out “texting people a banner ad.” Because chatbots deliver news through social media, the Post sees this as a way to develop personal connections with its readers. Brands should be especially happy with this development, since a challenge with traditional media (newspapers, especially) has been that it can be hard to build a personal connection with your audience. With outlets aiming to deliver news in more personal ways, the chatbot offers brands a personalized way to reach their audience through reputable publishers and everyday platforms. [Digiday] Microsoft, mentioned in this article, is an Edelman client.

Tech Updates

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. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

April 8, 2016 by in Digital Digest | 0 comments

Digital Digest #267: Working for the Weekend

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 StewartCharlotte Macgregor, Jill Pastirik, Rob Small, Lara Tutton and Erin Collett.

Forget the nine to five. For brands, the real opportunity to grab our attention lies in the hours between Friday and Sunday night. Whether your idea of a successful weekend involves ‘Netflix and Chill’, a whiskey on the rocks or a good old fashioned dance party, this week’s Digital Digest looks at brands who are appealing to consumers’ weekend lifestyles to shift their perceptions and earn their loyalty.

Read more »

April 1, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #266: Now That You Know Better, Do Better

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 Jill Pastirik, Sarah Botros, Rob Small, Charlotte Macgregor and Erin Collett

People can be kind of terrible. Over time, we have really done a number on our planet and others in our own interest. But it’s 2016 and #realtalk is happening over many of these issues. We’re already starting to see the effects of global warming and thinking of anyone as a second-class citizen is getting old and ridiculous. It’s great to see brands investing money to generate conversations that help educate people on these issues so that we can all do better. From bringing back the bees, to narratives about consent and proving stereotypes wrong, this week’s Digital Digest looks at brands who are doing what they can for social change through thoughtful campaigns. Read more »

March 18, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #265: Time After Time

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 Jill Pastirik, Caitlin Stewart, Charlotte Macgregor and Erin Collett. 

These days, it feels as though some brands have been around for ages. While this may seem like a walk in the park for advertising and marketing, these classics don’t always get a free ride. Brand loyalty is hard to come by when there are so many options available to consumers. This week’s Digital Digest focuses on those old time brands that we know and love, and how they’ve stayed relevant all these years.

Hug it out 
In their latest campaign, McDonald’s Canada stirs the pot between loyal fans of the Montreal Canadiens and their rivals, the Boston Bruins. What begins as a contest of dancing and pushups gets serious real fast when diehard Habs fans are asked if they would be willing to hug Bruins captain, Zdeno Chara for a free Big Mac. The real kicker? Chara comes out of hiding behind a curtain to put them on the spot. The reactions speak for themselves, but most of them end up hugging it out (reluctantly). It’s not easy to start conversations about something like a Big Mac, considering it hasn’t changed in almost 50 years, but this experiment shows that there’s no need to fix what ain’t broken. While hockey is usually at the top of most Canadian’s list of favourite things, it was all good fun (although we’d like to see the outtakes) and hey, it’s a free burger. We’ll take five, please. [MarketingMagMcDonald’s is a competitor to Edelman clients, Yum! Brands.

Engage me
Besides melting in your hands at the movies, M&Ms help serve as a prime example of a company managing to stay relevant for nearly a century. In an age where maintaining loyal followers is challenging (why did my latest Insta only get 29 likes?), their strategy has stood the test of time, building an unparalleled reputation in the candy industry. Starting as a quick, portable calorie ration for soldiers in World War II, M&Ms have always managed to adapt to the trends and keep their consumers buying their products. Despite the cutthroat world out there, M&Ms have kept their (rounded) edge by leveraging consumers and always looking for new ways to amplify the tasty little snack, even if it means making a chocolate spokesperson. The company may be old school, but their strategy isn’t; they’re constantly adapting to current trends and always bringing consumers something new. We’re looking forward to seeing what they’ll create over the next 75 years – maybe some M&Ms to go with our free Big Macs? [AdWeekMars and Hershey’s, mentioned in this article, are competitors to Edelman client, Mondelēz. 

Do it for digital 
Digital demand requires digital solutions – duh. That’s why Kohl’s is upping its online game with a customer-focused push, to reach its goal of becoming a digitally focused company by its latest app, making the Kohl’s shopping experience personal. When you scan an item in store or online, the price reflected depends on how many points, coupons and deals are on your account at the time – portraying a deal you won’t want to miss. Their loyalty program is also automatically activated across channels making the in-store to home experience seamless.  While not exactly revolutionary, it’s important that Kohl’s is realizing it’s a digital world and if you can’t compete in this space, you won’t last. Better late than too late. This new approach shows signs of further digital opportunities in the near future. [Digiday]

Tech Updates:

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. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

March 11, 2016 by in Digital Digest, Our Ideas | 0 comments

What Business Leaders Can Learn from the Trudeau Effect

2016_Trust_Barometer

Canadian Prime Minister Justin Trudeau’s recent appearance at the World Economic Forum predictably resulted in a range of commentary from policy wonks and political pundits. There were those who suggested the Prime Minister’s visit had re-established Canada as an international force, while others criticized the newly elected leader for his move to downplay Canada as a resource powerhouse.

Critical observers noted the ease with which Trudeau navigated the pleasantries of the global conference, rubbing elbows with other heads of state and global business leaders, charming them with youthful optimism and candor. Whatever one’s political stripes, Canada’s business leaders — many of whom were inexcusably absent from the conference — would be well-served to take a page out of Trudeau’s playbook.

The Canadian 2016 Edelman Trust Barometer data, released this morning, revealed trust in all of Canada’s institutions is on a sharp incline, driven primarily by the informed public – those who have a higher income, level of education, and media consumption habits, and thereby have been exposed to high doses of the new and media-savvy Prime Minister’s tactics in public engagement.

It’s of little coincidence the survey was conducted in the immediate aftermath of the federal election, the outcome of which has had a reverberating impact on Corporate Canada. Trust in CEOs was up eight points this year among the general population, the highest year-over-year gain for any type of spokesperson in Canada.

But business leaders aren’t out of the woods just yet. They still rank third-lowest in spokesperson credibility and continue to be seen as out of touch with the general population.

In fact, only 28 percent of the general population in Canada felt CEOs could relate to people like them, indicative of a growing chasm between the informed minority and mass majority with respect to CEOs’ likeability and relatability. Not surprisingly, 29 percent believe CEOs are not fairly paid relative to the workforce. But what was really eye-opening was the degree to which Canadians want to see business leaders as human. More than 80 per cent want to know about CEOs’ personal values, 60 percent want to know about the personal obstacles they’ve overcome and 53 percent want to know about their lifestyle choices.

As past Trust Barometer findings have revealed, they also want the business community to improve in a very direct and tangible way the fabric of society, beyond jobs and economic growth. That’s precisely why Trudeau’s willingness to be present at Davos and acknowledge the world’s social ailments — and Canada’s role in combatting them — resonated with so many Canadians. In addition, his willingness to be interviewed by CNN’s Fareed Zakaria (and others) exhibited a level of earnestness and candor that resonates highly with Canadians.

Political leaders will always be polarizing, and particularly so to Canada’s business community. However, those who can set aside policy and partisanship and study the behavioural traits of the new Prime Minister will realize his surge in likeability is directly tied to the very traits admired and valued by the increasingly influential mass population — transparency, accessibility, openness and a willingness to collaborate.

Doing so will go a long way in currying favour with the bulk of the population, which wants to trust its business leaders but is looking for reasons to do so that go beyond strong financial results.

Lisa Kimmel (@lisakimmelis president of Edelman Canada. Edelman (@EdelmanPR) is a leading global communications marketing firm. Lisa was recently inducted into the Top 100 Most Powerful Women in Canada Hall of Fame by the Women’s Executive Network.

March 8, 2016 by in Our Ideas | 0 comments

Digital Digest #262: Back At It Again!

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, Jill Pastirik, Rob Small, Caitlin Stewart and Erin Collett.

We get it, you want Jennifer Lawrence to be your spokesperson and LeBron James to endorse your product on Twitter, but #notgoingtohappen. Instead, how about leveraging the everyday people who make your campaign a success – consumers. This week, we’re looking to the campaigns that didn’t spend the big bucks on a high-priced celebrity but instead, leveraged their biggest brand advocates to boost engagement and spark a genuine conversation. While it might be a little risky to crowd source your entire digital ad, or let something like #tindernightmares run wild, our inclination is that long term – it pays off. Read more »

February 25, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #261: Ain’t no Party Like an All-Star Party

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 Sarah Botros, Charlotte Macgregor, Matt Beck, Rob SmallJill Pastirik and Erin Collett.

Toronto experienced a frenzy of promotions and celebrities this past weekend with the NBA All-Star event. Followed by the Grammy’s, it was a star-studded couple of days. How do brands break through the clutter when there’s so much attention focused on celebrities? It can be easy to forget about everything else when we’re trying to snap a selfie with the 6ix god himself. This week’s Digital Digest explores the brands and people invested in timely events, and how their influence shapes viewers’ opinions and actions. Read more »

February 19, 2016 by in Digital Digest, Our Ideas | 0 comments

Paul de la Plante Joins Edelman Montreal as Senior Vice President

New Quebec corporate practice lead strengthens firm’s Canadian financial communications offering

Paul de la Plante

February 18, 2016, MONTREAL – Edelman today announced the hiring of Paul de la Plante as senior vice president, Corporate, in its growing Montreal office. With nearly two decades of corporate and financial communications, investment finance, and entrepreneurial investment and management experience, de la Plante further strengthens the communications marketing firm’s North American capabilities as its new practice leader for Quebec.

“Paul’s impressive background in the corporate and financial communications space makes him an invaluable member of our team,” said Ève Laurier, general manager, Edelman Montreal. “In addition to his broad understanding of the Canadian, American and European financial markets, Paul brings with him a depth of experience in transactional communications, financial issues management, and governance and disclosure that solidifies our reputation as a go-to firm amongst Quebec-based businesses.”

Prior to joining Edelman, de la Plante was a partner at National Public Relations, where he advised C-level clients in various industries, including consumer products and retailing, home improvement, investment, real estate, commercial aviation, broadcasting, and sports. His clients have included Molson Coors, Dollarama, Lowe’s Companies, Hudson’s Bay Company, Provigo, Jarislowsky Fraser Global Investment Management, Fiera Capital, Alcoa, Standard Life, Innergex Renewable Energy, Canmarc REIT and Air Canada.

Paul’s previous experience also includes 16 years with major investment banks, including several years in institutional equity sales in London, England with BMO Nesbitt, and later as manager of the international division of Levesque Beaubien (predecessor to National Bank Financial), where he was responsible for the firm’s American, European and Middle Eastern markets.

“Many Quebec-based organizations look instinctively to the United States for growth, and they need a strong Montreal agency that is able to provide seamless corporate and financial communications strategies,” said de la Plante. “Edelman is a strong and growing presence in the Montreal market, and a large part of our appeal is connecting to Edelman’s depth of talent and expertise across Canada, in the United States and globally. No other firm offers these strengths to its clients.”

The addition of de la Plante to Edelman Canada reflects the firm’s commitment to serving its clients’ corporate interests across North America. Edelman continues to expand its corporate and financial communications consulting offerings, honing experienced teams in Toronto, New York and London.

About Edelman
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 The Holmes Report’s “2015 Global Digital Agency of the Year”; one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; 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.

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February 18, 2016 by in Our Ideas | 0 comments

“The debate has always been around where did the idea come from? And I think you can look at this two ways. In reality, sometimes PR companies are hired to amplify things, and if they do an extraordinary job amplifying somebody else’s idea, then they should be rewarded for that. More and more, like with Edelman last year in the case with Adobe‘s Photoshop “Murder Mystery,” the PR company is coming up with the idea, executing it and amplifying it.”

John Clinton, chair, Canada and North American head of creative and content at Edelman Canada, talks about serving as the 2016 jury president for the Cannes PR Lions. Read the full story on Ad Age here.

February 16, 2016 by in External posts | 0 comments

Lisa Kimmel Appointed to President and CEO, Edelman Canada

LisaKimmel_MatthewHarrington

President of Canadian operations for leading global communications marketing firm takes on additional role of CEO, Canada

February 8, 2016, TORONTO – Edelman today announced that Lisa Kimmel has been appointed to president and CEO of Edelman Canada. In her new role, Kimmel will continue to cultivate senior client relationships while leading Canadian strategy development and execution for the firm. She will also continue to drive new business efforts for the agency on a national basis, and set the company direction and long-term vision for Canada.

“Edelman Canada thrives under Lisa’s leadership,” said Matthew Harrington, global chief operating officer, Edelman. “From best-in-class creative and digital work being delivered for clients across Canada, to expanded expertise resulting from a growing Ottawa office, a recent acquisition in Montreal and strategic new hires, Canada continues to shine and remains one of Edelman’s first movers globally.”

One year ago, Lisa was promoted to president, Canada, after serving as general manager of Edelman’s Toronto office for six years. Since then, Lisa has led the firm’s pivot from PR to communications marketing, while counseling some of Canada’s most recognizable brands and earning accolades — including induction into the WXN Hall of Fame as one of Canada’s Most Powerful Women.

“I’m extremely honored to take on the role of CEO, Canada,” said Kimmel. “We’ve been strategic in developing a unique earned-centric, social-by-design approach that has proven to move the needle for our clients. We will continue to deepen our expertise and refine our offerings, to bring the most innovative solutions to bear for our clients.”

Lisa’s appointment is effective immediately. John Clinton, North American head of creative and content, continues as Canadian chair and is a strategic advisor to the business and key clients.

About Edelman
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 The Holmes Report’s “2015 Global Digital Agency of the Year”; one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; 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.

February 8, 2016 by in Our Ideas | 0 comments

Digital Digest #259: A Matter of Trust

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 Jill Pastirik, Charlotte MacgregorErin Collett and Emily Miller.

Earlier this week, we hosted our annual Trust Barometer event in Toronto, revealing that trust in all four Canadian institutions (business, NGOs, government and media) have climbed to their highest levels since 2012. With that in mind, Canadians still believe that leaders aren’t meeting expectations when it comes to transparency and acting ethically. Trust is tricky. As Warren Buffet so eloquently put, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Despite his wise words, we still see campaigns that make you go, “how did this get approved?” This week’s Digital Digest takes a look at some recent campaigns that may be compromising levels of trust and gentle reminders to sleep on some ideas before executing. Read more »

February 5, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #258: It’s January And I’ll Cry If I Want To

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 Sarah Botros, Jill Pastirik, Matt Beck, Charlotte MacgregorErin Collett and Emily Miller.

Congrats! You’ve made it past the most depressing day of the year – Blue Monday. In addition to battling harsh winter weather conditions and coping with less daylight, many of us give up on our new year’s resolutions right around this time. Brands are using this moody month as an opportunity to captivate viewers and listeners with emotively charged content that bolsters their key messaging (and maybe take slight advantage of your volatile mindset). Appealing to audience’s emotions has always been an effective communications marketing tactic, but it turns out January is the perfect time of year to deploy this approach.
Read more »

January 28, 2016 by in Digital Digest, Our Ideas | 0 comments

Edelman Acquires Montréal-based SIXDEGRÉS

Global communications marketing firm expands offerings through acquisition of boutique medical communications firm

Edelman_ROC_Lisa Kimmel_Ève Laurier_Caroline Chevrier

Edelman Montreal General Manager Eve Laurier, Edelman Canada President Lisa Kimmel, and Caroline Chevrier, Senior Vice President, Health (former president and founder of SIXDEGRÉS). photo credit: Mélanie Crête, Blanches Bulles ©

 

January 27, 2016, MONTRÉAL – Edelman announced today that it has acquired SIXDEGRÉS, a boutique medical communications and health marketing firm in Montréal. The transaction, effective immediately, dimensionalizes Edelman’s business across Canada and bolsters the firm’s offering in the Montréal market, which is home to a significant life science industry.

“The SIXDEGRÉS team brings exceptional marketing and consulting expertise to Edelman,” says Lisa Kimmel, president, Edelman Canada. “Together with Edelman’s deep experience in PR, social and digital, and healthcare professional communications, we provide clients with a truly differentiated service offering.”

The SIXDEGRÉS team will integrate into Edelman’s existing team in Montréal.

Caroline Chevrier, former president and founder of SIXDEGRÉS, will join Edelman’s national Health sector as Senior Vice President, Health. Chevrier — who holds a Bachelor’s degree in microbiology from the University of Sherbrooke and an Executive MBA from the University of Quebec — has more than 20 years of experience in medical communications, health marketing, promotions and health technology.

“SIXDEGRÉS has been committed to improving the health and wellbeing of Canadians. I am thrilled that we are joining Edelman,” says Chevrier. “We have found a home that shares the same culture and entrepreneurial values, as well as strong, complementary expertise enabling us to provide our clients with a wider service offering that is essential in today’s growing digital health market.”

About Edelman
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 The Holmes Report’s “2015 Global Digital Agency of the Year”; one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; 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.

January 27, 2016 by in Our Ideas | 0 comments

Digital Digest #257: Duck, duck, duck, goose!

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 SmallCharlotte MacgregorErin Collett, Matt Beck,Jillian Pastirik and Sarah Botros .

The same, please, with a twist this time. Honestly, at this point, we’d rather seeanything on our newsfeeds than the scary Donald Trump and Sarah Palin duo or the shrinking Canadian dollar, so we’ll take what we can get. This week, we’re looking at some old-school brand digital spots and ads to determine if the approaches were tried and true, or if they should have been scrapped for something fresh. A few hits, a few misses, but the real moral of this story? Think long and hard about your brand’s 2016 resolutions – there’s no point in a full scale remodel if nothing’s actually changed.
Read more »

January 21, 2016 by in Digital Digest, Opinions, Our Ideas | 0 comments

Christopher Vivone Joins Edelman Ottawa as Senior Vice President

Public affairs expert enhances offerings of top communications marketing firm

Chris Vivone

January 18, 2016, OTTAWA – Edelman today announced the hiring of Christopher Vivone as senior vice president, public affairs, to its Ottawa office. Having led government relations activities at the federal, provincial and municipal levels for top global and Canadian organizations, Vivone will now counsel Edelman clients on solutions to navigate Canada’s evolving political landscape.

“I’m delighted to have Chris join the Edelman team,” said Darcy Walsh, senior vice president and general manager, Edelman Ottawa. “With his extensive knowledge of the Ottawa market, Chris and I will work together to build the Ottawa office in the months and years ahead.”

Vivone joins Edelman from Cisco Systems where he was head of government relations and a member of Cisco Canada’s senior leadership team. Since joining Cisco in 2012, Vivone was responsible for developing and implementing the organization’s public policy agenda in Canada with respect to telecommunications, technology procurement, research and development, security and international trade.

“Chris is a smart, experienced public affairs practitioner,” said Bob Richardson, executive vice-president and national practice lead, public affairs, Edelman Canada. “He joins a growing national Public Affairs practice for Edelman right across the country.”

Prior to Cisco, Vivone was a senior political advisor to Canadian Ministers of Finance and Industry. He was also the Director of Government Relations for the Railway Association of Canada and worked for an international public affairs firm.

“I’m honoured to be joining Edelman’s Ottawa team as we expand our public affairs presence and service offerings in Canada,” said Vivone. “The last few months have brought change to the nation’s capital, and I’m excited to get down to work delivering results for our clients.”

In October 2015, Edelman Canada opened its Ottawa office under the leadership of Walsh. The expansion of the Ottawa office staff marks an exciting advancement in the company’s strategy to provide leading-edge public affairs and communications services to clients nationwide. Edelman acquired Toronto-based public affairs firm Devon Group in July 2014.

About Edelman
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 The Holmes Report’s “2015 Global Digital Agency of the Year”; one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; 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.

January 18, 2016 by in Our Ideas | 0 comments