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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Rethink Breast Cancer launches custom product line

Give-A-Care products designed for young women with breast cancer

ICA reveals new Sid Lee-designed brand identity

Work includes a new word mark and a "lockup" that attaches to all events

Former One Method designer stars in new Axe ad

The ad is part of Axe's "Self Maker" video series

The inevitable winner in the emotional vs. rational ad debate

Why sticking to the facts is not enough when lies are everywhere

John St. wins Home Hardware

The Toronto agency beats out five shortlisted shops in six-month review

MES 2016 maps out the customer journey for marketers

Experts from social, newspapers, direct mail and TV discuss integrated planning

Carlaw Communications scores a gaming client

Throwback Entertainment selects Toronto firm for media and influencer management

Trans-Canada Trail rebrands seeks to connect Canadians

Five-week digital campaign looks to build brand awareness of the 25-year-old trail