Weekend Essentials – April 4, 2014

Here’s what we learned this week. Are we finally figuring out social media success? The chorus of “do better” has been getting louder in social media circles recently. What started as a handful of dissidents unsatisfied with using “likes” as the ultimate sign of success has grown loud enough to reach the c-suite. Jeff Jordan, […]

Here’s what we learned this week.

Are we finally figuring out social media success?
The chorus of “do better” has been getting louder in social media circles recently. What started as a handful of dissidents unsatisfied with using “likes” as the ultimate sign of success has grown loud enough to reach the c-suite. Jeff Jordan, addressing attendees at the Adobe Summit last week, said CMOs now are finally asking for better metrics. His advice for social specialists suddenly on notice? Learn to speak the language of the CMO.
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“Viral specialists” can be a good thing
When people started photographing and sharing Rethink’s latest work for No Ford Nation (a group trying to get Rob Ford out of Toronto’s mayor’s office), the agency was described in some media reports as “viral marketing experts.” That term can be looked on with derision by an industry often asked by the unwitting to “make us a viral video.” But in this case it fits in the best possible way. Look at their last few public forays: Molson’s Beer Fridge; the kinda-gay Olympics; now road signs and animated videos mocking Rob Ford. It’s all strong work that benefits their clients and is also highly shareable.
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What’s wrong with Debbie Travis as a sex symbol?
Every once in a while, an article get lodged in our readers’ minds. In February, we looked at an ad that showed lifestyle guru Debbie Travis playing the Mrs. Robinson role in a Graduate-style spot for Telus. Comments are still trickling in to express outrage. The ones we’re able to publish tend us use words like “tasteless,” “offensive” and “creepy.” Some question whether the ad should be shown when children may still be awake (although others are telling the “old fogies” to mix “a little vino with your Geritol and get a life”). What do you think? Is the spot in poor taste?
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Advertising Articles

Nature’s Path focuses on family in new campaign

First "Right Path" work from new AOR Bensimon Byrne

On The Move – Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Niall Kelly named CD at John St.

Toronto agency hires Taxi CD following departure of Chris Hirsch and Nellie Kim

Airbnb names North Strategic PR agency of record

U.S.-based online hospitality company works to build awareness in Canada

DDB switches up its creative ranks

Kevin Drew Davis is off to Chicago while Cosmo Campbell fills in the gap

Watch This: Starkman held prisoner (Bessies)

Another ad remake puts agency talent in front of the camera

‘Crave More’ attempts to make PC a lifestyle brand

New campaign from John St. asks a lot of questions

Walking without borders to help MSF

Fundraiser asks people to walk for those who benefit from Doctors Without Borders

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers