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

Dentsu Aegis acquires Spoke to bolster Isobar

Jeff Greenspoon and Kai Exos to lead merged agency

BCP and Publicis merge

Merger comes nearly two years after Yves Gougoux sells BCP to Publicis Worldwide

DS+P win Canadian agency of record status for Dulux

Agency will work with Headspace, which is tasked with strategy/creative for Quebec

Sid Lee gives a peek behind the curtain with Transform

Bi-monthly e-newsletter provides research-based industry insights and agency news

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

Toronto burger joint’s Allen Iverson parody a social hit

Restaurant owner talks about napkin shortage in low budget YouTube video

Toronto Star hires Rethink

Agency to focus on promoting the paper's print edition and tablet news products