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Event
Oct. 24, 31 and Nov. 7, 14, 21, and 28
Demystifying the Numbers: CARF Fall Education Course
http://www.carf.ca or mrodway@tvb.ca
The Canadian Advertising Research Foundation (CARF) is hosting six three-hour workshops on research supporting the sale and purchase of media. Each session – television, magazines, radio, newspaper, out-of-home, and Internet/online – is hosted by an expert in the field. Dinner is included.
Event
Oct. 26
ComBase Wave 2 Data Release Launch
Toronto Hilton, Toronto
http://www.combase.ca
rsvp@combase.ca
ComBase will be hosting a cocktail reception to launch the second wave of data to agencies, clients and publishers. North America’s largest media study will be releasing new data based on interviews conducted between October 2004 and June 2005.
PMB Factoid
Chocolate bar consumption: by age
DDB Canada unleashes Crime Stoppers campaign
Seems nothing speaks louder than cash. At least that’s the thinking behind the new PSA campaign headed by Toronto’s DDB Canada for Toronto Crime Stoppers, the community program with the anonymous tip line. And as part of future discussions, ads may someday be running in holding cells.
Unveiled today at police headquarters in downtown Toronto, the new campaign trades an up to $500 cash reward for anonymous tips leading to the seizure of an illegal or crime-related handgun. And in the year dubbed by many as the ‘year of the gun,’ the campaign couldn’t have come at a better time. Andrew Simon, VP/CD at DDB Canada, says: ‘We wanted [the creative] to have a targeted experience – to other criminals and to the general community.’
Lipton tea goes to the movies
Lipton’s got a brand new bag. The tea brand (parent company – Unilever) has released a national, month-long SMS promo called Lipton Tea Movie Trivia. Entrants vie for a chance to win a year’s worth of free movie passes from either Cineplex Galaxy or Famous Players theatres by texting ‘MOVIE’ (or for the French program, ‘FILM’) to a shortcode. Movie trivia questions are sent to contestants via SMS. One correct answer is equal to one contest entry. The promo is supported online, through in-theatre ads as well as via SMS.
According to Amanda Tatham, assistant strategic account manager for Unilever’s media company PHD Canada: ‘The objective is to support Lipton Tea’s ‘Power of Tea’ messaging, and to drive people to our Web site [at] www.liptontea.ca. Lipton’s messaging speaks to a young, active adult [and] the medium for this program was chosen to reinforce our young, innovative message.’ Toronto-based DDB Canada handles the brand’s creative, while Tribal DDB manages online creative and Web site. PHD brokered the deal between Lipton and the movie theatre chains. Toronto-based mobile interactive company MyThum handled the logistics of the SMS portion of the campaign.
Research tool gets express version
Toronto-based Ipsos ASI, provider of ad and brand equity research, has launched Ad*Graph Express, a new tool to help companies see how their ad or campaign is doing. The tool costs less than a full tracking study, being $9,500 for 1,000 interviews conducted nationally. Results are available within a week. Ad*Graph Express is a spinoff of Ipsos ASI’s Ad*Graph Tracking Service which has been used in over 100 categories since 1986. The Express version is touted as a means to assess ads, different executions within a campaign or to see if an ad is wearing out.
http://www.ipsos-asi.com
Fusion launches sponsorship measurement tool
Fusion, Alliance Marketing, a business unit of ad agency Cossette, has launched a tool to measure the value of sponsorships. The tool is called SponsorScope and, according to a release, it gauges the total value of a prospective partnership using points to weigh tangible and intangible factors. SponsorScope assigns a value point to factors such as on-site visibility as well as promo tools to support the program. Intangibles such as the event’s reputation, brand category exclusivity and communications plan among others are also weighted. Fusion has worked on Bell Canada’s sponsorship of the Bell Centre in Montreal as well as GM’s sponsorship of the Festival International de Jazz de Montréal.
Nielsen Media Research Spend Trend: Thanksgiving
TV is the showcase for the fixings for Thanksgiving feasts. Marketers of everything from turkey and stuffing to juices and pumpkin pie make TV the first choice for Thanksgiving advertising. TV grabbed 51.4% to 64.8% of category spending 2001 through 2004. The landscape really changed for the other media during that time. Dailies gained each year to take second spot in 2004 with 21.1% of the spending. Out-of-home had slight increases while magazine and radio both experienced steady declines in this category each year.
History unearths new series
History Net is set to release a new series that travels to the battlefields of World War I, following a group of forensic experts and historians to excavate what lies beneath. The five-part, hour-long series, entitled Finding the Fallen airs Thursdays at 8 p.m., beginning Nov. 17.
Bravo! to release lit series
Beginning Thursday, Oct. 6 at 8 p.m., Bravo debuts a new documentary series on Canadian-Caribbean authors. Literature Alive! will profile such writers as Ricardo Keens-Douglas and Nalo Hopkinson over the course of 13 episodes.
OBN adds two
Toronto-based media company Outdoor Broadcast Network (OBN) has added Carolann Aitken and Gabriel Dunlop as national account managers. Prior to joining OBN, Aitken sold in-theatre full-motion ads. Dunlop comes from Markham, Ont.-based OOH agency Motomedia/POPMedia where he held the position of media sales and operations manager. Both Aitken and Dunlop will report to general sales manager at OBN Judy Tapp. The newest hires are part of the expansion of the OBN network.
Events
Oct. 13
Out-of-Home Day
kelly@transearchgroup.com
www.adclubto.com
The Ad Club of Toronto presents this luncheon showcasing new and innovative OOH options for the in-door urban landscape. Featured speaker is professor Alan Middleton. Liberty Grand, Toronto.
Oct. 13
Web Analytics Thought-Leadership Discussion
UBC Robson Square, Vancouver
866-281-4462
www.iimaonline.org
Panelists like Jim Sterne, president of the Web Analytics Association and Braden Hoeppner, business analyst Web analytics, TELUS will participate in an interactive discussion of trends, current developments, best practices and the future of measuring the success of Web sites.
Oct. 14
Measuring the Success of Your Website: An Interactive Workshop for Web Marketers and eCommerce Managers
UBC Robson Square, Vancouver
866-281-4462
www.iimaonline.org
A focus on key metrics with extra consideration given to the types of Web sites represented by workshop participants. Both of the above events are presented by the International Internet Marketing Association.
Pirate to release Lennon radio show
Toronto production house Pirate Radio and Television has started a branded entertainment division. Its first project? A two-part radio program narrated by Graham Nash (of Crosby Stills and Nash fame) commemorating the 25th anniversary of ex-Beatle John Lennon’s assassination. The title sponsor? Toshiba. Explains writer and director Terry O’Reilly: ‘We try to come up with interesting radio programs that advertisers can leverage. Branded entertainment is something I’m not sure is even happening in Canada. So we’ve created a seven-hour radio special around Lennon.’
O’Reilly explains that the project was divided into two three-hour parts plus a series of vignettes. The first is a three-hour special airing on Sunday, Oct. 9 called Dreaming of the Past, with a theme that spans the years between Lennon’s birth in 1940 to when the Beatles broke up in 1970. The special will air in Canada, the U.S. and other countries around the world on classic rock stations such as Q107 in Toronto, CFMI in Vancouver, CKDK in London, Ont., and CFGQ in Calgary. CHOM, an English station in Montreal, is also picking up the special.
New lifestyle glossy targets ‘young sophisticates’
Calgary-based entrepreneur, Zinat Damji is launching a national lifestyle mag targeting ‘young sophisticates’ called ‘Generation Zi.’ Its premiere Fall/Winter 2005 issue debuts this month. The aud of 18-34 men and women will get commentary on everything from culture and fashion to technology and finance and will be encouraged to contribute online to the editorial content. The firm will also promote the Zi Magazine Scholarship Fund, an annual, sponsor-driven award of 10 educational scholarships of $10,000 awarded to Zi readers.
The magazine will be published quarterly and distributed through high traffic newsstands including Chapters, Indigo, Safeway and Shoppers Drug Marts across Canada. As well, 40,000 copies will be inserted in The National Post and The Globe and Mail, and with subscriptions, will total a first national circulation of 75,000. Cost of a full-page, colour ad is $9,500. Cover price of the magazine is $5.95 or $20 for four issues.
The launch will be supported with media relations, product placement, broadcast and print co-promotions, strategic partnerships and alliances, and interactive contests. Print and online ads will appear in entertainment and weekly newspapers nationally and a 15-second spot will run on select university campuses beginning Oct. 21 for two weeks through an agreement with Freefone, the public courtesy telephone and digital video advertising system. Media buying and planning are by Wendy Ell, marketing manager, Codell Concepts, of Calgary. Creative is being handled by Montana Creative, of Calgary with media relations by The Siren Group, of Toronto.
http://www.zimagazine.com.
