Globe launches biz incubator help site, new OOH campaign

SMEs can access expert advice online, while a new campaign challenges viewers to see things in different contexts.

The Globe and Mail has launched a new microsite called Business Incubator (, which provides tools and resources for the owners and managers of small- and medium-sized enterprises (SMEs).

Expert advice, case studies, online and video discussions and podcasts will be featured on the site, described by editor Noel Hulsman as ‘a personal business advisory board,’ to help SMEs succeed at a time when Statistics Canada reports that only a third of new enterprises survive their first five years.

The Globe, which is also introducing a regular feature on SMEs in its Monday edition, is supporting the launch with advertising online as well as across its own properties. Cisco is the site’s presenting sponsor.

Simultaneously, the Globe is bowing a new marketing campaign designed to challenge viewers to see ordinary objects through a variety of perspectives – e.g., an image of an apple surrounded by potential Globe headlines like ‘Report on Business: One millionth iPhone sold’ and ‘Globe Life Style: The ultimate apple cobbler recipe.’

The campaign includes special installations in Toronto and Vancouver, like a tree, a car and a wall of ice surrounded by headlines, as well as national OOH, online and print components and a street marketing outreach team. Creative was developed by Naked Creative, media is being managed by Gaggi Media, and street marketing is by Free For All Marketing, while Environics Communications handled PR for both initiatives. All are based in Toronto.