Reality in Advertising

If you’re in marketing, you’ve probably heard the phrase unique selling proposition (USP), even if it was 20 years ago in marketing 1001. The term was coined by Rosser Reeves in the 1950s and was the focus of his 1961 book Reality in Advertising. In addition to looking like he’s straight out of Mad Men, Reeves was also…

Behavioural Economics and Energy Efficiency

While energy generation and markets continue to evolve quickly, efficiency will remain an important part of providing reliable and least cost energy to customers. However, customers can show persistent resistance to energy efficiency, even when it is in their personal best interest. Behavioural economics has become a bit of a hot topic when it comes…

m5 & Our Innovative Clients

Over the past few years, m5 has worked with a number of NL based companies creating innovative, knowledge-based products for export markets. We’re proud of the small role we played in the continued success of these homegrown companies. Below are a series of corporate videos developed with our sister company Wavelight Productions showcasing the positioning…

Some advice for new grads.

In the 10 years since I graduated the Commerce program at MUN I’ve learned a lot the hard way. Here’s what I would have told myself if only I knew. Design your life, or someone else will. Seriously. Sit down and make a plan on paper. If it pivots 100 times that’s fine. At least…

Real Stories: Understanding Changes Everything

In 2014 we launched Understanding Changes Everything, a mental illness anti-stigma campaign from the Newfoundland and Labrador Department of Health and Community Services. The campaign and the message behind it is one I’m proud to be apart of. The initial launch involved  a mass media campaign, social media and a content rich website. We followed up that…

Electricity Industry

Although we don’t often realize it, the electricity industry is part of our daily lives. Almost everything we do at work, at home, and at play involves electricity in some way. And in a province like Newfoundland and Labrador it takes a lot of people to keep the system well maintained and ready to meet…

Understanding Changes Everything

Mental illness and addictions affects us all. Approximately 1 in 5 of us will experience it directly this year. That means all of us have mental illness and addictions in our lives. Stigma is a big reason people often don’t seek help. We started down the road of changing that. The latest spot below builds on…

Royal Newfoundland Constabulary

As our provincial police service, the Royal Newfoundland Constabulary has adapted to meet the challenges of today. The nature of crime in our province is changing and the RNC is committed to making our communities safer. We demonstrated their specialized capabilities through a compelling digital short showcasing today’s officers and calling forth the next class of recruits. Visit…

Social Media Strategy and Policy

I’m no guru. But I do know a thing or two about protecting an organization’s reputation. I also know sometimes that means protecting the organization from itself.  One wayward tweet or reply to a consumer comment can quickly spin out of control. Your social media staff can be bullied by trolls online, soaking up resources…

Being Customer Centric: An Introduction to Personas

Understanding your target market is one of the first steps in crafting a successful marketing strategy. Equally important is seeing the problem you’re solving through the consumer’s eyes rather than your own. However, the typical socio-demographic information used to describe a target market is not enough to gain insight into their lives and how your…