Mary Maddever

Contact Mary by sending an email to

Articles by Mary Maddever

***NEWS FLASH ***Cannes gold for Taxi

As Canadians continue to rack up the hardware in Cannes at the International Advertising Festival, they had a nice showing tonight in the Cyber Lions competition. Seems Canadians get digital. And that’s a good thing, as a lot of the agency and marketer chatter at Cannes touches on this realm. Ad execs are increasingly seeing cyber as a key area to master as part of that Holiest of Grails, the Truly Integrated All Encompassing Ongoing Campaign.

Mini Canada and Taxi’s Toronto team took a Gold Lion for their Mini ‘Dominatrix’ work and a Bronze for their Mini ‘Quartet’ effort. Leo Burnett Toronto scored a Silver with its ‘Big Ideas Come From Big Pencils’ site, which was adopted globally by Leo B. ‘There are examples at Cannes so far of Canada embracing new media and work that is crossing channels seamlessly,’ said David Moore, president of Leo Burnett Canada, of Canada’s showing at the Cyber Lions.

The Interactive agency of the year nod went to Crispin Porter + Bogusky out of Miami, who won a Grand Prix for its Volkswagen ‘GTI’ work. droga5New York also took a Grand Prix for its Ecko ‘Still Free’ entry.

And in the Press competition, Cossette Atlantic’s ‘Fries’ entry for McDonald’s was awarded a Silver Lion. When asked about scoring the lone Canadian Press win, Chuck Coolen, marketing manager, McDonald’s Dartmouth, said: ‘It’s reinforcement that if you believe in the brand, the team and your idea, you go for it.’ Meanwhile, the top nod went to ‘Periscope,’ Lego work out of FCB Johannesburg.


Leo snags sole Canadian Media Lion

The Media Lions were unleashed at the 53rd annual International Advertising Festival tonight in Cannes, and the Media Grand Prix was bagged by Unilever’s teen boy fantasy brand for a Lynxjet Bodyspray effort out of Universal McCann in Australia. Universal McCann, Sydney is also the 2006 Media Agency of the Year, based on its Lion tally. The Media Agency of the Year is a new feature at Cannes this year. Tied for second is Ogilvy and Mather out of Santiago, Dentsu Tokyo and Switzerland’s Jung von Matt. Canada’s lone media winner is Leo Burnett Toronto’s ‘Lipstick Tube’ work for the Assaulted Women’s Help Line, which took a Bronze Lion.


W Net and JWT study: Women becoming more like men, says JWT EVP Marian Salzman

R-E-S-P-E-C-T. Looks like women are getting more of it – and a lot of other things — these days, according to research conducted by JWT and the W Network. New York-based, global trendspotter and JWT EVP and director of strategic content, Marian Salzman, the woman who coined the term metrosexual and author of Buzz: Harness the Power of Influence and Create Demand interpreted key findings of the research in Toronto last week.


XBOX 360 gamer media

The XBOX 360 launched today, and the ramp up to the new console hitting the shelves at midnight entailed a fair bit of inventive media tactics, forcing the gamers out there to use their noggins and decode some fairly cryptic messages.

One of the big pre-launch gambits was the XBOX 360 Experience, a series of gaming lounges set up in vacant retail spaces in Toronto, Montreal and Vancouver. Xbox Canada head of marketing, Jason Anderson, says they were purposefully mum about it for the first week, to let the gaming community discover it for themselves, in true game style. The company also adopted a wild posting media strategy to get the word out, with ads that emulated typical street pole fare — but with a twist. One used car ad seemed quite normal, except the car was crashed and was a contact listed; some of the posters featured characters from games, in typical Lost- style formats, while a handyman-style ad touted Alien Firearm Repair. Anderson says the posters were so popular that the kids were barely waiting for the sign posters to step away from the pole.

Part of the promotional media weight behind the launch, for which Microsoft is spending ‘beer money,’ came from a suite of partners that were involved in all aspects of the pre- and post-endeavours – typically, co-consumption brands. A Pepsi and Doritos ‘Be the First To Play’ contest was a big piece of it, leveraging Much exposure and bringing XBOX 360 into the grocery space with contest standees and on-pack promos for a console-an-hour giveaway. This actually sparked gamer blogs plotting the best online entry strategy. MuchMusic was title sponsor of the launch.


Media Creativity: Just get on with it

At the Association of Canadian Advertisers Executive Forum yesterday in Toronto, Corus Entertainment president and CEO John Cassaday was inducted into the inner circle of Canadian adverati with a standing O honoring him as the newest recipient of the ACA Gold Medal Award. Accepting his award at a luncheon ceremony, Cassaday spoke about a life spent in advertising, and the importance of valuing and empowering the people around you. Since he was being recognized for his exceptional leadership within the industry, as well as in philanthropic endeavors, it comes as no surprise that from his Campbell Soup (‘better than a sweater’ ) and General Foods days, to CTV and now Corus, that this a constant theme. The other trait he was honored for – innovation – also came through in his closing remarks. He left the audience to mull over the two reasons a marketer can be fired: doing nothing; or doing something, but failing, and advocated on the side of always trying.

This dovetailed nicely with the morning agenda, which focused on media innovation. The keynote, delivered by Charlie Crowe, MD of London-based C Squared, went over the reasons that the old hierarchy is breaking down and the traditional model is dead, and pointed out the archaic nature of some of the thinking, including nuggets such as that while 24-39 may have once made sense as a demo, it certainly doesn’t now. He illustrated the point with a chart noting the widely divergent preoccupations within the span – such as the 24 year-old worries if he can afford a beer at the pub, while the 39 year-old family man wonders if he can escape out with the lads to grab a pint.


Ad Week: advice on doing digital better

The flocking to online marketing continues apace – stats presented at the OMMA conference that wrapped yesterday in NYC, point to 85% of all advertisers planning to increase their online ad budgets this year.

Keynoter Peter Weedfald, Samsung Electronics SVP consumer electronics and North America corporate marketing, an advocate of a strong online presence, points to a reason driving this migration, pontificating that ‘we’re in the ADD economy, even the ADHD economy,’ and given that ‘there’s no time for anything,’ this has changed our persona. ‘We’re in the maelstrom of change.’ And for a brand launching 180 new products across North America, with winnowing shelf-time windows, a strategic online presence across a myriad of top sites has been a key component in the plan for coping.


Ad Week: Forensic study reveals multi-media use

The themes of responding to the consumer being in control of media, the need for more targeted plans and more elegant metrics kept cropping up during the panels and presenters that took the podium during Forecast 2006, MediaPost‘s annual conference on The Future of Media. One fascinating research project was presented – the Middletown Media Studies – that seems to hold the key to at least part of that puzzle.

Mike Bloxham, director of testing and assessment and Robert Papper, telecom prof of Ball State University Center for Media Design, unveiled some top-line findings from a deeply forensic media consumption study conducted on 400 Indiana consumers, 18+, over the course of a week. Researchers observed the Muncie and Indianapolis subjects from as early in the morning to as late in the day as permissible, logging their media consumption in 15 second intervals, in context of the person’s activities – eating, watching kids, etc. They went shopping with them, they went to work with them, and they logged it all. With over 5,000 hours of observations and 1.2 million data records they believe it to be the largest observational media study of its kind.


Ad Week: ‘Only Connect’ thesis meets ‘Measure that!’ reality

NYC: It’s Advertising Week in New York City, and the realization that the consumer is in control – and that no one’s business model is geared to dealing with that – is coming up. A lot.

One of the first events of the week-long agenda of conferences, awards and parties, was Forecast 2006, MediaPost‘s annual confab on The Future of Media, suitably held at the Marriott Marquis, plunk in the middle of Times Square, the ultimate clutter zone.


Editor’s pick of the Month: Wasted Youth – Finally, someone got a kid’s magazine right

My son recently forked over CDN$4.96 plus tax to our local Chapters for the premiere issue of a new youth magazine. This is unusual. For starters, he’s 14, and typically more inclined to watch a movie or TV, listen to music, play music, skate, bike, game, draw, hang out online, whatever, than read.

The purchase decision began with the magazine’s catchy size (a bit bigger than a CD), and its name – Wasted Youth – and likely the tag was a factor – ‘the mag about music, skate, anime, art, games, whatever.’ And then there was the cover line ‘FREE wasted music CD included’.


CHUM Rocks this fall

Everybody will love CHUM – they got Chris Rock. CHUM Television’s new season lineup is headlined by the hottest fall TV property, and folks are already speculating what it will be worth. Everybody Hates Chris is the new Paramount series narrated by comedian Chris Rock, based on his experiences as a teen in Brooklyn, and was the darling of upfront screenings.

Other new series include the Don Johnson-starring drama Just Legal from Jerry Bruckheimer, about crusading underdog lawyers (A-Channels, Citytv (Winnipeg, Calgary & Edmonton) & CitytvHD); the Sex and the City-esque comedy Hot Properties about four gals who sell Manhattan real estate (A-Channel Ontario, Citytv Winnipeg, Calgary & Edmonton); the McG drama Supernatural in which paranormal evil is battled (Citytv and Space); and the Aaron Spelling crime drama about a covert ops team, Wanted.


Media Contacts opens Toronto office

As of Jan. 3, there’s a new digital media player in town touting a strong measurement and optimization bent.
Media Contacts, which is the global interactive realm of the Media Planning Group (MPG) within Havas, focuses on media planning and marketing solutions within the digital/direct response/data base analytics area, and utilizes Artemis, a proprietary tech platform wired to yield very granular results.


Diesel sweeps Cassies

For maximum efficiency, the Diesel table should have been situated on the Cassies stage. The Montreal ad agency won a third of the 18 awards handed out yesterday at Canada’s advertising effectiveness awards show held in Toronto and Montreal.


FatPipe heads to school

Canada’s youth now have one more thing to do online instead of studying. They can check out, an Internet radio service offering 11 channels of music and entertainment aimed at the 18-to-24 crowd, launched in time for back-to-school. Toronto-based Iceberg Media, the folks behind the new service, point to results of a recent Statscan survey on radio (which found the younger Net-obsessed demos were getting their musical fix online more and listening to the radio less), as a reason this new national vehicle should be a boon to advertisers. Molson Canada seems to agree with this logic, as it’s a charter sponsor and the exclusive beer sponsor, a deal done through Mediaedge:cia.