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.
What campaign brilliantly connected and engaged the consumers it targeted? ‘One of my favourites right now is the Capital One ‘Hands in My Pocket’ campaign. It’s so simple but tells a story everyone can relate to. Everyone knows the song and it’s so catchy. What’s more important is that people remember it’s for Capital One. Often many people remember commercials, but not who the commercial was for. Awareness is the first step.’
What would you love to build into a plan, but haven’t been able to yet? ‘I’m a huge believer in the wow factor, so I guess I’d like to create what I would call the ‘Richard Branson component.’ No matter what stunt he pulls or what message he’s selling, we can’t help but listen to it. That’s really powerful. He’s a master at getting attention and creating buzz. Sometimes being loud is what it’s all about.’
Which brand, other than your own clients, would you most want to work on and why? ‘I would love to work on a leading charitable foundation like Children’s Wish or Canadian Cancer Society. In an industry where so much is about money and profit, I think that sometimes we need to be reminded that there’s more out there than just that. It would be great to do some good on a personal level.’
Are opportunities being missed due to caution? ‘I think yes, and frequently. Our advertising budgets are sacred and we need to be wary of where our investments are going. But there are a lot of new, exciting and untested opportunities out there for the taking. Because we rely so heavily on metrics, cost per points and the constant craving for historical data to back up our choices, I think we may be missing the breakthrough idea that could catapult an advertiser to the next level – whether that’s through awareness or sales. It would be beneficial for advertisers to do more of that risk taking. Something that I’ve really taken to heart is to go with your gut feeling on things and run with it, make it work. Everyone wants that new innovative idea, but someone has to start it, someone has to take the first step.’
Is a radical media rethink required? ‘The perception is that one is needed just because there are so many challenges now and so much clutter, especially for television advertisers. I think what’s at stake is the make-up of the traditional media plan. More targeted strategies are going to become part of those media plans. It’s a good time to be a grassroots marketing guy or a specialty TV rep. We’re going through a period right now where there needs to be a lot more ‘think’ behind the plan.’
What resource would you recommend to marketers looking to understand the radio media sea change required in the business today? ‘One I visit on a regular basis is clickz.com. It’s from the U.S., but there are obviously trends taking place here as well.’
What common industry belief would you love to whack? ‘The GRP is something that needs to be taken and planned, but there needs to be a flexibility to understand that the GRP is not necessarily the holy grail if there is another opportunity out there that makes sense. I think most advertisers recognize that, but there’s still that comfort zone to stay with the GRP, something everyone is used to.
