January 2009

Jennifer Wells talks to DDB Canada chairman and CEO Frank Palmer about how his company is faring in these tough times, and what the current downturn means for Canadian agencies in general. In Created, she looks three new spots for Lay's potato chips. And in Created, Wells salutes Ogilvy & Mather, whose Diamond campaign for Shreddies won the Grand Prix at last night's Cassies.

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AIRLINE HOSTAGES--ER, PASSENGERS--have watched ads pop up on boarding passes, seatbacks and cocktail napkins. But one airline wants to plaster them on its flight attendants, too.

The union representing attendants on low-cost carrier Spirit Airlines, based in Florida, has rejected new uniforms that included an apron adorned with the logos of Budweiser and other alcoholic beverages, according to The Detroit News.

The logos would send customers the wrong message and hamper an attendant's ability to be taken seriously in the event of an emergency, the union says.

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Because it's Friday, something fun.

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It isn't the first aspect of an online media campaign to draw attention, nor does it sell a concept to a client, but the landing page is critical to virtually every Internet ad campaign. Even the most strategic site placement and effective creative can't generate the results every advertiser seeks without an equally effective follow-through. Think of it in terms of a golf swing: perfect contact with the ball (or Internet user) doesn't mean squat if you can't complete the action.

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Jennifer Wells chats with Noel O'Dea, president of Target Marketing and Communications, whose branding campaign for Newfoundland and Labrador launched this week. In Created, she brings us a new viral video hit for Durex condoms. And in Noted, Well previews Trust Me, a new series set to debut on TNT.

"The show has garnered positive advance buzz, in part because its writers spent an age in the advertising biz," she writes.

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IF YOU WATCHED COVERAGE OF PRESIDENT Barack Obama's inauguration, you likely saw plenty of Audi logos--at least on media from the United States.

The German auto maker sponsored streaming video of the event on multiple websites, then that evening sponsored entire newscasts on the big networks, with limited commercial breaks. Audi also bought a full-day sponsorship on Slate.com and sponsored multiple-page special sections in large newspapers.

Audi has been aggressively boosting its brand and wanted to connect with the spirit of the day, says Advertising Age.

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She doesn't look a day over 17, but she turns 50 this year.

And while Barbie may owe her eternal good looks to the miracle of plastic, she owes her iconic status to something far more transcendent.

When she was launched in 1959, Barbie the brand struck a chord in little girls that resonates just as deeply today. It's as if her face, form and fashion sense connected with something primal in our psyches. Sure, she has her detractors, but you can't deny that she's as much a 20th-century feminine archetype as Dietrich, Marilyn or Madonna.

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As president and partner of Spider Marketing Solutions Inc., a Toronto-based, privately held full-service marketing communications agency, Rico DiGiovanni has more than 20 years of promotional marketing expertise. With his renowned charm and ability to take companies and manage their growth, Rico has put Spider Marketing on the path towards achieving its vision of being a leader in creating innovative ideas that builds brands for its clients.

Prior to joining Spider Marketing, Rico was president and partner of Capital C, a promotional marketing agency in Toronto, for two years. Earlier, he acted as president of Marketing Drive, the promotional division of FCB Canada. His experience also includes four years at M Promotional Marketing and seven years at Gaylord Promotions. He currently is the President of CAPMA (Canadian Association of Promotional Marketing Agencies), the Regional Vice President of MAAW (Marketing Agencies Association WorldWide), and a founding member of the PMA Canada (Promotion Marketing Association).

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Jennifer Wells writes about a new Microsoft B2B campaign designed to promote "people-ready enterprise solutions." In Created, she looks at a new online initiative for Pepsi that solicits user-generated content. And in Noted, Wells reports the sad news that MacLaren McCann, long-time AOR for General Motors Canada, has laid off "53 staffers from the agency's Toronto office in response to 'considerable reductions' in GM's advertising budgets."

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SHOPPERS DRUG MART CORP. IS THE TOP retail brand in Canada with a brand value of $3.1-billion, according to the consultancy Interbrand, which issued a ranking of our country's top five for the first time this week.

Rounding out the list were Canadian Tire Corp. Ltd. ($1.8-billion in brand value), Rona Inc. ($485-million), Sobeys Inc. ($368-million) and Lululemon Athletica Inc. ($352-million).

In the United States, where 50 retail brands were ranked, the top five were Wal-Mart, Best Buy, Home Depot, Target and CVS Pharmacy.

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Figured I would start the new year off with a topic that seems to be near and dear to us all these days: what can I do if it seems I might lose my job soon? This could mean being downsized, not having that contract renewed, or getting fired for cause. In any case the outcome is plain old unemployment. Which is why it's good to know about what your alternatives are beforehand if you think your job is in trouble.

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This seems to be a week for posts about charismatic leaders.

Today, it's the legendary Apple co-founder, whose announcement this afternoon that he's taking a six-month leave of absence to tend to his health had the business media and the tech blogs buzzing.

But it's not just stock market observers and geeky fanboys who get agitated when they hear Jobs-related news. Apple, after all, is one of the most respected brands in the world. And that means that marketers too have an interest in what might happen if Jobs' leave should turn out to be permanent.

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