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National Geographic to air Megacities

National Geographic channel is showing mega-series Megacities on Sunday, Sept. 18. Eight hour-long episodes will air back-to-back beginning at 12 p.m. with repeats beginning at 8 p.m. The series goes in-depth to examine the cities’ ‘vital organs’ such as power grids, transportation systems and water supply. Megacities will look at the urban centers of Las Vegas, Mexico City, Hong Kong, London, Paris, Sao Paulo, Mumbai and New York.

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Event

September 29-30
1st Annual At-Retail Media Expo
New York Hilton Towers, NYC
http://www.atretailmedia.com

The first ever show discusses alternative solutions to diminishing mass media choices and successful ways to buy media at the retail level. The event also offers an opportunity for marketers and retailers to learn to verify and measure at-retail media using new technologies.

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PMB Factoid

Canadians who drink rum; by city

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Nike football series seeking Canuck broadcaster

Toronto-based TV production company Chokolat is looking for a Canadian broadcaster to pick up four-part half-hour series Full Ride. The series was sponsored by Nike and produced for ESPN. Full Ride follows six American high school football seniors through the recruitment process, from a camp attended by more than 200 college coaches and scouts to the final decision as to who will get a ‘full ride’ scholarship.

‘This is real human drama,’ explains Jeff Spriet, president of Chokolat and executive producer of the series. ‘We followed these kids from their hometowns and met their families, parents, high school coaches.’ Spriet explains that in the U.S., Full Ride debuted this month, and is slated to re-air 10 more times.

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Global goes guerilla to promo fall

If you’re a subway commuter, prepare to see a lot more of Global this fall. As part of Global’s fall programming promo push, viewers in the Toronto and Vancouver markets will be inundated by creative touting new shows Prison Break, Apprentice: Martha Stewart, E-Ring, and Bones on their way to work. The net is using unusual media executions to amp up the buzz factor including subway domination and street teams complete with TVs on their heads.

‘We want to increase the buzz around the shows and the way we’re trying to do that is to get people talking about the ads which, in turn, should bring buzz around the shows,’ says Walter Levitt, SVP of marketing. The net bought a lot of media. Along with traditional routes such as radio, print and on-air promos, Global has cut a 60-second trailer to promo new series Prison Break. That trailer is currently running in theatres across Canada and is heavily positioning the show much like a feature movie, complete with movie posters.

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Young entrepreneurs make a statement with ad idea

Talk about justification for higher education. New kid(s) on the ad block Toronto-based Statements Media, the brainchild of young entrepreneurs Adam Watson and Joseph Magnotta has just signed deals with coffee-and-donuts chain Country Style and the Bay’s private label Komandor Closets. Statements Media, which started out as a University of Western Ontario school project, takes the popular notion – at least in the U.S. – of printing ads directly on dry cleaning poly bags. In its first month of business, the company has plans to distribute more than 125,000 dry cleaning bags all over the GTA through its network of dry cleaners including larger chains such as Sketchley’s, London and Top Hat Cleaners. Plans are in place to double that amount next month.

‘This is the first time in Canada that this is being done,’ says Watson. ‘What we’re offering is exclusivity as no bag will share ad space with any other brand.’ A one-month distribution cycle for a two-colour ad bears a price tag between $9,950 up to just under $40,000, depending on how many bags are purchased by the advertiser. Plus, Statements offers geo-targeting for SMEs looking for smaller distribution networks. As a means of tracking, ad bags for Komandor will drive those who see it to the Komandor Web site at www.bayclosets.ca. Both Komandor and Country Style ad bags are slated to roll out tomorrow.
http://www.makeyourstatement.ca

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Who could use some expert branded entertainment advice?

MIC Forum update

Managing a brand? Want some free ideas for it? As part of the September 20 Media in Canada Forum, panelists including Steve Meraska of Starcom MediaVest and Jeff Spriet of Chokolat will be providing branded entertainment solutions for one lucky marketer. The session entitled ‘Make the Brand the Star’ is looking for a marketer who is interested in participating in this theoretical pitch format. If you would like to join the panel, contact strategy‘s editorial director Mary Maddever at mmaddever@brunico.com.

Other media bigwigs confirmed for this day-long Toronto event organized by Media In Canada, include Alliance Atlantis Communications executive chair Michael MacMillan, Chum president & CEO Jay Switzer and Transcontinental Media president André Préfontaine. These three top media execs will discuss how their organizations are responding to the changing communications landscape, with ZenithOptimedia president and CEO Sunni Boot moderating the debate.

And on the creative front, Paul Woolmington, head chef at the Media Kitchen in NYC, will be joined by Amsterdam-based Brian Elliott, CEO of Strawberry Frog along with Brett Marchand of Lowe Roche to discuss the strengths of traditional agencies, media agencies and hybrid shops, as creative custodians of the brand. For more info on MIC Forum: What’s The Plan?, check out the full agenda:
http://www.mediaincanada.com/forum

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Study dissects Chinese demographic’s buying behaviour

Toronto-based consumer analytics firms Research Solutions and Manifold Data Mining have collectively released a study entitled Target Market: Chinese Consumers in Toronto. This report is the first in the Target Market series, which studies the multi-billion-dollar ethnic market in terms of its history, demographics, lifestyle, culture and purchase behaviour.
http://www.rsicanada.com/Special_Reports.htm

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Food Net serves up new look

The Food Network is attempting to whet the appetites of its current audience as well as draw new viewers to the table with a new look and attitude. The rebrand will be served up Tuesday, Sept. 6 and will include revamped on-air branding elements and a new logo. The new look was deemed a good idea in light of a programming shift from an instructional bent to an entertainment and lifestyle thrust.

The circular logo has a vibrant red (cherry tomato) inner circle. ‘Food’ appears in a white font within the circle. On-air versions of the new logo also appear in a light green (snow pea) and orange (pumpkin).

The saucier Food Net will be reflected in an on-air campaign that includes three new 30- and 15-second image spots. One has a female guest at an upscale dinner party fixing her broken dress strap with a piece of spaghetti.

There will also be an extensive print campaign debuting Sept. 5 in Toronto and Sept. 19 in Vancouver, Calgary, Edmonton and Winnipeg. Sherida German, director of marketing at Food Network, says elements include radio, billboards, subway and GO train interiors as well as newspaper and such magazines as Chatelaine and Elle. While she can’t reveal the total spend, she says: ‘It’s definitely the biggest fall campaign we’ve done to date.’

The net’s Web site, Foodtv.ca, will re-launch in mid-October with new content to complement the new on-air look. On-air and online creative were created in-house while the rest was developed by FCB Toronto in conjunction with Food parentco Alliance Atlantis.

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Nielsen Media Research Spend Trend: Back to School

Out-of-home big for back to school

Out-of-home was second to TV in 2001 but grew by leaps and bound to take the lead in 2003 and then capture 55.8% of back-to-school spending in 2004. Most of the spending comes from apparel and shoe categories with jean marketers accounting for amounts ranging from one-third to more than half of the advertising spend in the past four years.

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Weeds to Showcase in October

Specialty net Showcase is showcasing half-hour dramedy series Weeds Wednesdays at 10 p.m. beginning Oct. 12. This is the first time the acclaimed series starring Mary-Louise Parker and Elizabeth Perkins is coming to Canadian TV screens. In the U.S., the show premiered earlier this month, though ratings info is not available. According to spokesperson Pam Mollica, the net is ‘selling commercials with billboards and promos that are tagged with the advertiser and their positioning statement.’

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W rolls out home improvement show

W, Canada’s network for women, is introducing another entry to the crowded home improvement genre. Save Us From Our House! brings together a relationship strategist and a contractor with designers to rescue fighting families. The team negotiates peace between the family members while tackling the problems of the house itself as well. The show airs Thursdays at 9:30 p.m., beginning Oct. 13.

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Gay/lesbian channel gets the word OUT for fall

Gay and lesbian diginet OUTtv is expanding it footprint and announcing new shows for fall. Originally available on Rogers, recently Shaw Cable and Star choice have picked up OUTtv, with Bell ExpressVu in the final negotiations of carriage. When the deal is complete (scheduled for month’s end), the net will be available to all digital subscribers across Canada, increasing potential viewers from 20,000 to more than half a million.

A sampling of new series includes QueerEdge, airing weeknights beginning Monday, Sept. 12 at 8 p.m. and examining all that defines the word ‘queer.’

Next up is I Now Pronounce You… which follows the nuptials and catches up with the happy couple three months later. Airs Tuesdays at 9:30 p.m., beginning Oct. 4.

Then in Chris and John’s Road Trip OUTtv personalities Chris and John show what they did on their summer vacation, hitting the road for six eps of crazy antics in various cities. The show begins Monday Oct. 17 at 9:30 p.m.

Of a decidedly different bent is Get Bent! a crash course in yoga with unlikely people taking up the pastime in unlikely places, from dykes on bikes to firefighters. The show airs Fridays at 8:30 p.m., beginning Nov 4 for 13 eps.

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Mega project for Discovery

Discovery looks at the most complex and dangerous engineering projects around the world in Megabuilders. The original Canadian production airs in six parts and premiers Sunday, Sept. 18 at 8 p.m. (9 p.m. PT.) with two back-to-back episodes before settling into its regular slot on Thursday, Sept. 22 at 9 p.m. (10 p.m. PT.) Megabuilders should be a good draw for the channel’s aud of adults 25-54 with a male skew.

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Connection planning: Lowe Roche adds media expertise to agency with new role, new hire

Lowe Roche has hired Joy Sanguedolce as connection planner, a newly formed position in the agency’s strategic planning department. The twist for the agency renowned for its creativity: Sanguedolce comes from the media side of the business. She has been with Cossette Media for the past seven years, most recently as media supervisor.

Sanguedolce joins Lowe Roche on Sept. 6 and media buying is definitely not part of her job description. Brett Marchand, agency president, explains connection planning as a companion discipline to strategic planning. ‘If the strategic planner is in charge of the message – what it’s going to say, what does the consumer want – then the connection planner will be in charge of how you go to market. What’s the role of media, of PR, in-store, word of mouth, or grassroots events?