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 Macgregor, Kaylea Forde and Caitlin Stewart.
You can’t go anywhere without hearing about the power of millennials. They’re the tastemakers, trendsetters and increasingly, the business decision makers. It’s no wonder that brands spend ample time and resources trying to lure this influential generation into their camps. But digital natives aren’t so easily swayed. From serving up some tasty #foodporn, to asking millennials to donate their followers rather than their cash, this week’s Digital Digest takes a look at brands who have fished where the proverbial fish are and made it convenient for their audiences to give their stamp of approval. It’s not easy to make millennials care, but to make them care you need to make it easy.Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of DigitalDigest was edited by Rob Small, Erin Collett, Charlotte Macgregor, Matt Beck,Emily Miller and Kira Borys.
You know when you’re really excited to tell your friends a story and it gets received with a, “so anyways…” Sometimes we see brands push out campaigns that get the same reaction, which on top of other issues, is a big waste of money (and makes viewers uncomfortable or just plain bored). If your brand is going to invest in a campaign, or even send a simple tweet, be sure you can answer “so what?” if someone asks – because even if they don’t say it out loud, you can bet they’re thinking it. This week’s Digital Digest takes a look at the brands who nailed it and a couple who may want to hit the drawing board.
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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.Digital Digest, Our Ideas
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).
August 19, 2015 in Our Ideas
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 »August 14, 2015 in Digital Digest, Our Ideas
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.August 12, 2015 in Our Ideas
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?August 11, 2015 in Our Ideas
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, Our Ideas
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 »July 24, 2015 in Digital Digest, Our Ideas
“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
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.Digital Digest, Opinions, Our Ideas
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.July 8, 2015 in Our Ideas
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 »July 3, 2015 in Digital Digest, Our Ideas