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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.
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January 28, 2016 by in Digital Digest, 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.
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January 21, 2016 by in Digital Digest, Opinions, Our Ideas | 0 comments

Digital Digest #255: Back to the Future

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, Charlotte MacgregorErin CollettJill PastirikSarah Botros , Emily Miller.

New year, new you, am I right? No. This week’s Digital Digest isn’t about getting up at 5:00 a.m. to hit the gym – after all, we’re aiming to be moderately successful people this year (see: the rule). We’re only a week into 2016 and we’re already seeing some really interesting trends emerge. Everything from fighting for Steven Avery’s civil rights, to saying “good riddance” to some of our previously faithful tools, this year is already shaping up to being an exciting one!  Read more »

January 8, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #254: Our 2015 Favs

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, Charlotte MacgregorErin CollettJill PastirikSarah Botros , Emily Miller.

Another year of Digital Digest has come and gone. This will be the last time you hear from us this year. We thought about delivering you a Digi on Christmas Day, but let’s be honest, we’d write about NORAD’s Santa tracker, have some egg nog and call it a day. So this’ll do. As is customary for end-of-year posts, we’re taking a look back at some of our favourite campaigns of the year. Certainly we’ve missed some, and some we’ve written about before. Social issues were abound all year, and there was no shortage of cool campaigns that caught our attention. Thanks to everyone who joined us this past year, and those who stuck with us. Happy holidays, and we’ll see you in 2016! Read more »

December 18, 2015 by in Digital Digest | 0 comments

Digital Digest #252: Forget Reinventing The Wheel

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 MacgregorErin CollettJill PastirikSarah Botros , Emily Miller and Kira Borys

With the holiday season in full swing, we’re all likely to get a bit misty-eyed at some touching campaigns. But whether it’s in the form of a sad-yet-heartwarming commercial, or using an iPad to help a kid getting cancer treatment stay in school, we can all agree on this: you don’t have to invent something new or revolutionary to hit home this holiday season. Repurpose your existing tech, idea or vision, and drive the campaign home with strong messaging instead.

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December 3, 2015 by in Digital Digest, Opinions | 0 comments

Digital Digest #251: But Why?

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 MacgregorErin CollettRob Small, Jill Pastirik, and Kira Borys.  

Earlier this week, one of our Edelman Ireland colleagues, Darragh, published a blog post on the importance of “why” in storytelling. Darragh was doing some research and was surprised by “how much of marketing had got lost in an abyss of bland content.” As a result, campaigns created temporary reactions instead of deeper connections – probably less than ideal. Given what he found, he urges all brands to ask, “Why do you do what you do? How are you different? And why do you matter?” This week’s Digital Digest touches on a few campaigns that got down to the why.  Read more »

November 27, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #250: Same, Same But Different

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, Erin Collett, Matthew Beck, Sarah Botros and Rob Small

Consumers want to see authentic value in the products they purchase, which can be hard to convey in blatant product pushing. A way around this is to promote a certain lifestyle that your product fits into seamlessly, but how do you ensure your brand messaging doesn’t get totally lost? Finding the balance isn’t as cut and dry as it may seem. There are myriad ways that companies can show their audiences why they are the smart choice. From unconventional blind taste tests, to billboards made with fruit, to high-performance creativity, this week’s Digital Digest takes a look at a few companies who are taking a new approach to telling their brand stories.  Read more »

November 27, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest 249: Heart Of The Matter

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, Caitlin Stewart, Jill Pastirik, Sarah Botros and Rob Small

It’s easy to get caught up in trends and other brands’ content that might be going viral – but it’s important to stop and ask, “Why are we doing this? Does it even matter to our target audience?” This week’s Digital Digest takes a look at a few campaigns that just got straight to what matters most to their audiences.  Read more »

November 13, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #248: Ch-ch-ch-changes

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, Caitlin Stewart, Jill Pastirik and Matt Beck.

These days, it seems like brands are latching on to anything they can – World Sandwich Days, National Hug-Your-Cat Day – to make a splash. That’s all well and good, but does it really have an impact? Moreover, does this help the brand, or hurt them? In our opinion, opportunistic campaigns do a better job when they have a real shot at driving social change – and when they’re actually relevant to the brand and matter to the audience. Whether you’re hoping to raise money for your next campaign or put an end to a bigger problem, you’ll want to see how these next brands capitalized on a moment and made a difference.

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November 6, 2015 by in Digital Digest, Opinions, Our Ideas | 0 comments

Digital Digest #247: Content Creation In 3,2,1…

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 Emily MillerMatthew BeckErin CollettCharlotte Macgregor and Kira Borys.

We’re not saying creating content is easy, because it’s definitely not, but is it really that hard to avoid bad content? We’ve all seen numerous campaigns and social media content, where you think, “HOW did that get approved?!” There are a few pretty basic things to keep in mind to prevent your audience from utter horror: Listen to what they’re telling you, keep it timely and write well.  Read more »

November 3, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #246: Nerd It Up

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, Caitlin Stewart, Rob Small and Kira Borys.

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October 23, 2015 by in Digital Digest, Edelman culture, External posts, Opinions, Our Ideas | 0 comments

Digital Digest #245: Casting a Vote for Digital Media

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, Matthew Beck, Erin Collett, Charlotte Macgregor and Kira Borys.

Any politico will recite the old saying “elections are won on the ground.” And while door-knocking, baby-holding and burger-flipping might still be best way to sell voters, the digital game is becoming more and more important with each election. After all, what good is a photo op if it’s only the people present who get to see you? If you’re running for office, why not send it out to your 30 thousand Instagram followers? But as we break down in this week’s digest, it’s not only the leaders, but also voters who are tuning into the digital election. Read more »

October 16, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #243: Not Everything Is As It Seems

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 CollettCaitlin StewartCharlotte Macgregor, Emily Miller, and Jill Pastirik.

Like Dorothy and her gaggle of pals in the Wizard of Oz, we ventured down the Yellow Brick Road this week, to the Emerald Palace of branded comms, where, as it turns out, things are not always what they appear to be. This week’s Digital Digest focuses on campaigns that have cleverly dribbled past consumers’ ad blindness by using unexpected platforms and emphasizing aspects other than brand names and logos. Here’s how they did it:

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September 24, 2015 by in Digital Digest, External posts, Opinions, Our Ideas | 0 comments

Digital Digest #242: We need to talk about consent

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, Charlotte Macgregor, Rob Small, Jill Pastirik and Lauren Gross.

This week it wasn’t difficult for us to find a theme. Overwhelmingly, the topic of consent is everywhere we look, and for good reason: There is still a lot of confusion about what this word truly means, whether it be from a relationship perspective or for brands trying to interact with consumers. The time to highlight the importance of consent is overdue. We are behind in our efforts to respect and communicate boundaries. Fortunately, organizations are taking action, and finding different ways to approach the topic. We look at some of the current campaigns, and salute those who are putting this at the forefront. Read more »

September 18, 2015 by in Digital Digest, Edelman culture, External posts, Opinions, Our Ideas | 0 comments