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…

Understanding Changes Everything

Approximately 1 in 5 Newfoundlanders and Labradorians will experience mental illness or addictions each year. Stigma causes many of them not to seek help and also deeply affects every facet of their life from education and employment opportunities to friends, family and loved ones. The provincial Department of Health and Community Services has just launched a…

25 Stories of Hope

m5 was excited to jump onboard and support the Choices for Youth Christmas campaign again this year. Our 2012 campaign #realfirstworldproblems, was well received by the community and lead to an 250% increase in donations year over year, plus a ton of awareness for the issue. For those of you who don’t know, Choices for…

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…

Integrated Planning

Donald Draper had it easy. It used to be that you’d produce a TV spot, spin out a few print ads, buy some media and be done with it. Today, planning is exponentially more complicated, requiring marketing strategists to be Jacks (or Jills) of all trades. It’s all about integrated planning and medium independent ideas….

Embrace Your Fans

Last Saturday I did something I hadn’t done since high school. I waited in line for a movie. Back then it was the first of the new Star Wars movies. And I was happy to sit in line for hours with my friends. Last weekend the wait was shorter and very much unintentional. We arrived…

#realfirstworldproblems

Choices for Youth assists hundreds of youth in our community as they struggle to meet their most basic needs. For a city that on the surface doesn’t appear to have a significant homeless population, the shelters, food banks, and drop-in services in St. John’s are constantly being stretched to meet the needs of those lacking…

Duke’s Travels

  2012 was a good year. I was on a planned career break to travel. My adventures took me to the southern tip of South America on a solo trip through Patagonia. Next I spent time exploring Turkey and a few Greek Islands with the woman that would be my wife. The final leg of…

Zippo Hand Warmer

The m5 outdoor campaign for the new flameless Zippo Hand Warmer ran in southern Ontario this past fall. This reusable product produces ten times the heat of similar disposable options. While some retailers such as Mountain Equipment Co-op (MEC) were already carrying this product, awareness among retailers in Canada was low. The objective was to…