The CMO and status quo

We’ve all heard the qoute. A business enterprise has two basic functions. Marketing and innovation. – Peter Drucker As agencies we try and make our clients better then they are and perhaps better than they think they can be. But only a senior marketing mind inside the company can create the change required. They’re in…

Be Ready

The above spot was produced by our friends at Zippo US to launch the new outdoor line. Recently I had the opportunity to test the products. In fact I’ve made the emergency fire starter part of my standard kit anytime I hit the trail – even if it’s just for the afternoon. Last weekend I…

The supplier and the partner

Sometimes I need a supplier and other times I’m looking for a partner. What’s the difference? A supplier– Is there when you need them– Is reliable and consistent in their product and service– Executes your requests flawlessly– Suggests alternatives as issues arise A partner– Comes to you with ideas– Educates you on the things in…

Multiply Your Advertising Investment

Some advertising options have a greater return on investment then others. They have the ability to multiply your advertising investment by a greater factor. Is the risk of these options scaled to the possible reward? If not, select  tactics could be undervalued investment options. Stock traders and M&A brokers spend their whole career looking for…

Mary Brown’s Brand Awareness

Mary Brown’s – Now we’re talkin’ CHICKEN! The challenge: acquaint hinterland Canadian folks with the succulence of Mary B’s chicken. Solution: we embarked on an aggressive outdoor and radio campaign that used humour and strong visuals to contrast Mary Brown’s products with the competition. The artwork was featured on buses, billboards and transit shelters in…

Don’t forget internal communication.

‘Every life has a story.. if we only bother to read it.’ As I’ve written before your marketing investment will make little difference over the long term if the actual customer experience doesn’t reflect what’s been promised. For example, if customer service is poor you’re eroding much of the gains your advertising created. You’re spending…

Play to the whistle.

You might be given an assignment that you’d rather not be apart of or the pariah account no one wants to work on. Maybe the client doesn’t really want ideas, maybe they don’t care about strategy, or maybe they just don’t respect agencies. They’ve probably worn down every other team that’s ever worked on their…

We are consultants.

  We aren’t order takers. We aren’t in customer service. We tell people what they need to hear, not what they want to hear. But we do it because we genuinely care about our client’s business, their employees and customers. We believe strategy can create innovation – and innovation can create growth and prosperity. We…

How to get hired.

Spring is here and new graduates are looking to enter the work force. I’m often asked how I broke into the advertising field and how others might do the same. The best way to enter any organization is through someone you know. But as a young graduate in a small city I wanted to do…