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…

Your Brain, Marketing, and Life

Iain McGilchrist’s talk hosted by the Royal Society for the Encouragement of Arts, Manufactures and Commerce as part of the RSAnimates series. The brain and its functions remain a mystery to most of us. But it’s clear we all need to categorize and file the information we encounter in our daily lives. The sheer volume…

The Medium Independent Idea

Below is one of the best explanations I’ve found of the types, or perhaps progression of integrated campaigns. Central to the explanation is the concept of a medium independent idea. This type of idea comes from one cultural insight that is executed differently across various mediums. The pages above are an excerpt from the ebook…

Jet Fuel

Jets fever is sweeping Winnipeg and beyond! Just in time for the Winnipeg Jets’ regular season home opener Zippo will be releasing an inaugural edition NHL licensed Windproof Lighter. m5 was thrilled to help Zippo promote the limited release.  True to the Zippo promise this lighter is  Guaranteed for Life. Find me here:

Long copy lives!

Excerpt from Ogilvy’s How to create industrial advertising that sells: No one reads body copy, especially not long copy. Well, almost no one. But the few that are deeply interested in your category will. And if the copy is right and the reader stays with you till the end, you’ll leave a lasting impression. This is…

The fun work.

“The conversation is happening either way. It’s your choice if you want to be part of it”. “Engagement is the new ROI”. “Self expression is the new entertainment”. I was recently in Toronto for the Canadian Marketing Association’s annual convention. Social media and online experiences are getting a lot of attention aren’t they? There’s a lot of really…

The pimple faced kid and the CMO

Customer service used to be a counter off to the side of the cash registers. Usually staffed by a young employee who dealt with unhappy customer after unhappy customer. Today some of these customers have taken to social media to voice their dissatisfaction. This has brought run of the mill customer complaints straight to the…

Shut Eye

The revitalization of Marine Atlantic continues. This year they have proudly introduced two modern vessels to the fleet – the MVBlue Puttees and the MVHighlanders. The MV Leif Ericson has undergone a $15 million retrofit to better serve commercial customers. And as of last Saturday the MV Atlantic Vision is running the seasonal North Sydney – Argentia route.    To…

Learning

  Everyone is responsible for their own learning. But companies have a vested interest in creating a learning culture. The benefits are clear. But there’s never enough time. Learning falls to the bottom of the list on our daily priorities. Learning requires knowledge coming from somewhere else – whether that’s books or mentors. It also…

Marine Atlantic at HNL

In 2011, it’s a new Marine Atlantic. This year they’re proudly introducing two modern vessels to the fleet – the MVBlue Puttees and the MVHighlanders. The MV Leif Ericson has undergone a $15 million retrofit to better serve commercial customers. And starting this summer the MV Atlantic Vision will be running the Shut Eye on the…