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Patti Summerfield

Contact Patti by sending an email to psummerfield@brunico.com

Articles by Patti Summerfield
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Ears more receptive to advertising than eyes

Radio is more of a ‘mood’ medium, according to a new study.

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SRG: The future of TV is on-demand; the question is how…

DVRs, Cablecos, Interweb vie for top spot as TV interface model of the future.

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‘There’s no shame to being third when you’re trying something new.’ – On the MiC with Shelley Palmer

Shelly Palmer is a true television pioneer. He invented Enhanced Television, has weekly business news shows seen on public TV and online, writes a popular TV business news blog, and has even composed theme songs and award-winning music for many television shows. Palmer, managing director of NYC’s Advanced Media Ventures, is also an expert on how disruptive innovations and emerging platforms are revolutionizing media and entertainment. MiC caught up with him to get his read on where the mediaverse is headed, prior to his presentation at the second annual Media in Canada Forum: Getting to Engagement on October 3.

News

Rising young media star

This is the ninth installment of our ‘Rising Young Media Stars’ series, in which we profile the next gen media minds. Curious as to who these new thinkers were, and what they were thinking, strategy and Media in Canada canvassed the industry, asking media shops to single out their top innovative and strategic recruits. And we’re scouting for more of the same – so tell us about the hot talent in your shop.

Heather Loosemore
Media planner/buyer, Genesis Media, Toronto

Claim to fame: Bringing in banners, backgrounds and big boxes to create a high-impact, contest-driven campaign on wish.ca and betterthanbeer.com for Bacardi Breezers (a joint venture with john st.) ‘In downtown Toronto,’ she says, ‘you can’t miss the combination of wild postings and OOH, plus a viral online campaign to drive consumers to a unique URL to answer the question: ‘What is better than beer?’ This was for Bacardi MIXX and really spoke to the young, socially active male target. It was like taking that youtube feel that’s been so successful and putting it into a very unpredictable campaign.’

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‘Incredibly dynamic environment requires us to rethink models of engagement’ – On the MIC with Paul Woolmington

When media folks talk about holistic planning, Naked Communications is the shop most describe as the Holy Grail. The UK-HQ’d agency recently opened an office in NYC headed up by former Media Kitchen top chef Paul Woolmington. He’ll be in Toronto next month for the second annual Media in Canada Forum: Getting to Engagement. MiC asked him for a preview of his keynote speech, in which he will discuss the path to what he terms ‘communications nirvana.’

Which brands get engagement? ‘Mini, for one. It’s an iconoclastic brand. And if you’re working on a brand like that and you can’t create engagement, you might as well shoot yourself. The same goes for an iconic brand like Virgin. They have a head start because they’re bursting with personality and obviously have a lot going for them. Where I live in northwest Connecticut, there was a Mini Cooper day at Lime Rock racetrack and 10,000 to 15,000 Mini enthusiasts attended, some driving all the way from the west coast.

News

Sponsorship opps up for grabs while whole world watches OneWebDay

CIRA (Canadian Internet Registration Authority) has turned Canada’s role in OneWebDay (onewebday.ca) – a global celebration of the Internet – into a cross-country grassroots promotional event lasting nearly two months. September 22 has been designated as OneWebDay around the world, a day to build awareness of the Internet and its positive impact on individuals, businesses and communities.

Because Canada is one of the world’s most connected countries, it’s fitting that the celebration is being extended beyond just one day. The OneWebDay Tour began earlier this month with Tour Ambassador, video/film writer and producer Gavin Michael Booth, heading to 12 communities across the country to shoot video of his conversations with Canadians about the value of the Internet to everyday life, their online experiences, and the answer to the question ‘What are you doing online?’ Results of the poll and video of the tour will be posted online (onewebday.ca, journeeweb.ca) as part of the celebration. Creation of the tour and websites are the work of Toronto’s Fuse Marketing Group.

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Carat: A handful of keepers in the fall TV grab bag

Carat Canada has picked its favourites from the roster of new U.S. shows on the fall TV sked – and it’s a very short list. Caroline Gianias, SVP and GM of Carat Toronto, has earmarked only six shows as winners: Shark (Global), The Nine (CTV), Traveler (mid-season launch on CTV), Justice, Studio 60 on the Sunset Strip (CTV) and Smith (CTV).

This seems about right, considering that just 10 of the 31 U.S. shows picked up by Canadian broadcasters last season are returning for a second go-round. Gianias says Canadian networks are at the mercy of the likes and dislikes of the American viewing public. Once again this year, broadcasters will continue to manipulate their schedules as they respond to the changes in the U.S., in an attempt to maintain as much simulcast programming as possible.

News

Rising young media star

This is the sixth installment of our ‘Rising Young Media Stars’ series, in which we profile the next gen media minds. Media pundits have been adamant that to succeed in the new mediaverse, agencies require new ways of thinking. Curious as to who these new thinkers were, and what they were thinking, strategy and Media in Canada canvassed the industry, asking media shops to single out their top innovative and strategic recruits. And we’re scouting for more of the same – so tell us about the hot talent in your shop.

Robyn Baldwin
Strategist, OMD Toronto

Claim to fame: After just three months in the industry, and at OMD, Robyn negotiated a creative, content-driven location buy for Wrigley Excel Extreme, which included wall murals and site-specific billboards in Toronto, Montreal and Vancouver. She cherry-picked optimum locations in terms of linking creative to what surrounded the boards. The Yonge and Dundas media tower in Toronto, for example, made use of the retail-centric placement with the line ‘More Intense than Chicks at a Shoe Sale.’

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AltFinds: Mykaussie.com

MiC routinely explores beyond the main menu, sussing out alternative media options and finding niches where the fragmented masses are re-congregating. Enter Mykaussie.com, which includes Mykwebworld and MykwebTV – arguably the first-ever sports Internet TV show. The site may have been flying below the mainstream radar for several years, but it’s been no secret to football lovers around the world, or almost anyone who’s ever Googled NFL, football or cheerleaders.

Clocking about 2,000 visitors a day from a male-skewed audience primarily logging on from the U.S., Canada, Australia and Saudi Arabia, the site is the creation of Calgary-based ‘Myk Aussie’ (real name, Andrew Harrison), a transplanted bloke from Down Under who bills himself as the sports-comedy-media guy. Consequently, Mykwebworld is the ultimate fan site – chock-a-block with sports, news, columns and hours of three-to five-minute TV shows covering NFL, CFL and Aussie football, plus lots and lots of cheerleader interviews. There’s also some coverage of golf, snowboarding and skiing.

Advertisers have the option of buying regular online ads or spots built into three-to-five-minute Internet TV shows. To date, the site has been used successfully by a flock of online retailers of sports tickets and other companies targeting jocks. These include Pure Romo Nutrition, an energy-enhancing product from former NFL star linebacker Bill Romanowski, Sportsinteraction.com, Vividseats.com, tickco.com, buyselltix.com, gotickets.com, and a dating site for affluent singles called Millionairematch.com.

The former mechanical engineer and manager of a large Vancouver IT company, who immigrated to Canada in 1998, considers his site to be primarily an online TV station that serves advertisers well. ‘A sports bar in Calgary, for example, recently advertised in my Gaelic and Aussie Rules Football MykwebTV show. We included a tour of the bar and interviews with the barmaids, so the viewer was obliged to watch the commercial as they were watching the show,’ he explains. ‘There’s no zapping with MykwebTV and we have full-screen, amazing quality on both PCs and TVs.’

www.mykaussie.com, www.total-cfl.com

News

Rising young media star

This is the fifth installment of our ‘Rising Young Media Stars’ series, in which we profile the next gen media minds. Media pundits have been adamant that to succeed in the new mediaverse, agencies require new ways of thinking. Curious as to who these new thinkers are, and what they’re thinking, strategy and Media in Canada canvassed the industry, asking media shops to single out their top innovative and strategic recruits – one of whom this continuing series will profile in each issue over the coming weeks. And we’re scouting for more of the same – so tell us about the hot talent in your shop.

Jamie Tomlinson

Strategist, senior investment, MediaVest, Toronto

Claim to fame: Content creation and the third screen co-piloting of a number of multi-platform projects (both in-show and long-format) in English and French for such clients as Kraft Canada. These include Qu’est-ce qui mijote, a Kraft Canada-produced cooking program on TQS, and an in-show segment in Deux Filles le Matin on TVA.

News

Rising young media star

This is the fourth installment of our ‘Rising Young Media Stars’ series, in which we profile the next gen media minds. Media pundits have been adamant that to succeed in the new mediaverse, agencies require new ways of thinking. Curious as to who these new thinkers were, and what they were thinking, strategy and Media in Canada canvassed the industry, asking media shops to single out their top innovative and strategic recruits – one of whom this continuing series will profile in each issue over the coming weeks. And we’re scouting for more of the same – so tell us about the hot talent in your shop.

Jeff Phaneuf
Supervisor, broadcast investments, ZenithOptimedia Toronto

Claim to fame: The Kia Canada product placement/integration in The Tournament on CBC.

Background: Jeff received an honours degree in communications studies from Brock University and did his third year, a practicum in advertising and PR, on exchange in Glasgow. He entered the industry in 2001and has been with ZenithOptimedia since 2004 working on Kia Canada, Corby Distilleries, and the XM Canada satellite radio businesses.

News

Rising young media star

This is the third installment of our ‘Rising Young Media Stars’ series, in which we profile the next gen media minds. Media pundits have been adamant that to succeed in the new mediaverse, agencies require new ways of thinking. Curious as to who these new thinkers were, and what they were thinking, strategy and Media in Canada canvassed the industry, asking media shops to single out their top innovative and strategic recruits – one of whom this continuing series will profile in each issue over the coming weeks. And we’re scouting for more of the same – so tell us about the dazzlers in your shop so we can shine a spotlight on them.

Lisa Correia
Account manager, ZenithOptimedia Toronto

Claim to fame: In addition to CIBC and W Network, Lisa works on specific divisions of Nestlé Canada including confectionery, breakfast anytime and instant nutrition. Recently she was part of the team tasked with making the Kit Kat brand synonymous with an uplifting break. The result was ‘The Kit Kat Break,’ a CanWest-produced animated 15-second unit featuring a branded clock built out of the bar itself. It bracketed top programming such as Superbowl and Survivor, running in concert with the brand-sell creative.

News

Rising young media star

This is the second installment of our ‘Rising Young Media Stars’ series, in which we profile the next gen media minds. Media pundits have been adamant that to succeed in the new mediaverse, agencies require new ways of thinking. Curious as to who these new thinkers were, and what they were thinking, strategy and Media in Canada canvassed the industry, asking media shops to single out their top innovative and strategic recruits – one of whom this continuing series will profile in each issue over the coming weeks. And we’re scouting for more of the same – so tell us about the dazzlers in your shop so we can shine a spotlight on them.

Kevin Hung,
SMG IP manager, Starcom Worldwide, Toronto

Claim to fame: Kevin recently made his mark with two campaigns. One was the worldwide launch of the Visa Olympic Game themed around Torino 2006. Canada was number one globally with consumer participation, more than 61% higher than any other country. Canada also had the highest number of games played and highest amount of time spent with the game. Additionally, his online campaign for LEGO Canada’s Bionicle brand on YTV.com not only generated buzz and upped the cool quotient of the action figures with tweens, sales were up 186% at Toys R Us during the campaign’s run.

News

A rising young media star

Media pundits have been adamant that to succeed in the new mediaverse, agencies require new ways of thinking. Curious as to who these new thinkers were, and what they were thinking, strategy and Media in Canada canvassed the industry, asking media shops to single out their top innovative and strategic recruits – one of which Media in Canada will profile in each issue over the coming weeks.

Caroline Moul,
Digital media strategist PHD IQ, Toronto

Age: 24

Background: Moul took the advertising program at Sheridan College and started at PHD four years ago, where one of her first duties was online optimization for the Intel campaign. Last year, about 90% of her time was devoted to working on online campaigns for about half of PHD’s clients. In January, the agency officially formed a specific unit for online and interactive strategies.

Claim to fame: Designed with the strategy ‘How does the Fit fit you?,’ the Honda Canada campaign featured Honda’s Fit model and showed how all the different things that happen in life fit into the Fit – with the car moving across the Yahoo homepage, its trunk opening and all the various channels that sit on the page’s menu bar popping out and going to their usual spots on the page.

News

Retail leverages its digital shelf space with sims and ad sales

Retail marketers are extending their web presence from simply having online shopping carts to adding entertainment to their brands and outside ad revenue to their baskets.

Tomorrow, U.S. retailer American Apparel is hosting a grand opening event of its latest location – a virtual store in the world of Second Life (secondlife.com) – with giveaways, prizes and a 15% discount on any real-life item bought in Second Life. A cross between MySpace and The Sims, Second Life is a 3-D, digital world where inhabitants create an avatar and live a second virtual life that now includes shopping at American Apparel and outfitting their avatars in the retailer’s fashions.

Nick Barbuto, director of interactive solutions for Cossette Media in Toronto, says anything within these virtual communities, whether it’s a virtual store set up by a site user or American Apparel actually setting up shop, gives a glimpse into the future potential for retail.

‘It’s not necessarily what they’re doing in their stores, it’s about leveraging new phenomena popping up on the Internet, and how can they leverage that from a sales perspective. Another great place for the future of retail will be the equivalent of Xbox 360′s marketplace that will facilitate real and virtual transactions as well.’