We're excited about our 23rd and most collaborative LOKBP event yet, happening in Vancouver this week. One of the big reasons why is the theme "Socializing for Social Good". We are teaming up with fresh upstart and refreshingly candid "F+ck Cancer" to collaborate on their future business needs.
I had a chance to chat with Yael Cohen, change agent and founder of F+ck Cancer last week and get the lowdown about what it's all about:
Buzz Canuck: I love coming across new causes or movements that feel fresh or different, when we were introduced to F*ck cancer weeks ago, it got me excited, what's it all about?
Yael Cohen: It started pretty simply. My mom got cancer and as she was going through treatment, we made up these shirts "F*ck Cancer". The reactions was unbelievable. People were openly hugging and expressing support. What has developed here was very organic stretching from one personal experience to a global movement that gives patients the power to standup against cancer.
BC: Now that it is going, what's the bigger cause d'etre here?
YC: As much as we need funding for treatment, we really need to switch the focus of where the majority of our charity funds go. Simple early detection and prevention needs to get on everybody's agenda. Sure you're going to live your life but it is becoming so much more easy to profile the risks and tackle cancer at a more treatable stage. We also want it easier for patients who have cancer or doctors that cover it to create a much better dialogue to know how best to tackle cancer together - too many bad experiences have happened to not tackle the questions a pateient should ask when they get diagnosed.
BC: You've taken a cheeky page of French Connections (FCUK) and Ontario energy's (Flick off) book , by using the brazen F-word - why?
YC: First, I think we have to realize that unlike how many charities work "it's the pat you on the head" approach and provide some empathy. The reality is that it sucks getting cancer. It can be violent in how it attacks your body and we're saying, you know what "it's alright to be angry", "it's alright to feel singled out". We want to empower people to take back control of their cancer. People are ready for this now. I work in investor relations for a mining company and although I might not wear the T-shirt front and centre to work everyday, it's part of our conversation, let's be honest.
BC: Is there a danger people will feel that this is too negative or too politically incorrect?
YC: We are very careful to ensure people realize that F*ck cancer is all about taking smart measures to diagnose, prevent and fight cancer. We have developed cue cards and body maps that help people understand their risks. We are not all style, there is a lot of substance behind our message that is not getting through. If using a collections of words that gets more people to share their stories, we're alright with that.
BC: So what's next?
YC: I never knew what this would become. I work in investor relations and have a degree in political science at UBC and have no background in not-for-profit. But we've now produced 2,000 shirts and are encouraging people to send their pictures in wearing the T-shirt and telling their really powerful experiences. We also want to be an advocacy movement and are working at extending geographically to LA, NYC, UK, France, Spain, Australia and Germany. We're working with Cancer Schmancer to extend our message out. What we'd like everybody to do is just like our website tells "say it, share it ,wear it and do it".
BC: We are bringing our world to yours on Thurs, April 29th - what would you like to get from our League of Kickass business people audience?
YC: Hopefully we'll get some new outlooks, ways to get the message further out, a tagline and a call to action. We'd really also like to try to find out how we get university age people extending this important message to their parents and older audiences that are at elevated cancer risks. It should be fun, it will be interesting to see how people see what we're doing. Buzz Canuck
Monday, April 26, 2010
PR2.0: The Future of Marketing Starts with Publishing Part 1
I recently called for businesses to broaden their perspective of Social Media from an experimental stage of acting and reacting, to one of learning and leading through intelligence, participation, and also publishing. Creating social profiles and broadcasting tweets and status updates is elementary, whereas creating a meaningful presence through the development and dissemination of remarkable content is judicious.
What lies ahead is an inflection point in the maturation of social media, publishing, marketing and communications. And, it all begins with the realization and the corresponding actions that businesses must become media in order to earn greater relevance and ultimately thought leadership within their respective markets.
Every Company is a Media Company: EC=MC
Good friend Tom Foremski is leading a powerful movement to rally companies towards a new media (r)evolution. As he has so astutely observed, every company is a media company or EC=MC:
Every company is a media company because every company publishes to its customers, its staff, its neighbors, its communities. It doesn’t matter if a company makes diapers or steel girders, it must also be a media company and know how to use all the media technologies at its disposal.
While this has always been true to some extent, it is even more important today, because our media technologies have become so much more powerful.
It is no longer a one-way broadcast medium, everyone now has access to an online printing press that can potentially reach tens of millions of people.
Indeed, the future of marketing starts with publishing, and as such, brands must contribute to the evolution of social media in order to truly socialize media and galvanize communities to create more informed and active markets.
While traditional mass marketing doesn’t vanish, the customary intermediaries whom we relied upon to broadly circulate our messages and intentions are now only part of the media cycle. With the proliferation of social networks and the channels they’ve constructed between people, social graphs are forming dedicated audiences willfully connected through context and interest.
Businesses can now weave social graphs of their own through the creation of social presences within the communities where customers, prospects and those who influence them, are actively sharing, consuming, and seeking relevant content and information. While many companies are just now realizing the immediate benefits of social participation and engagement, the rewards are far richer than the accumulation of followers or fans.
Time and attention are precious commodities and therefore require thoughtful commentary, involvement, contribution, and programming to spark actions and reactions and concurrently earn two-way alliances that ultimately form the relationships businesses need to cultivate communities and also inspire advocacy.
Social Objects are Conversational Catalysts
In Web 1.0, it was said that content was king. In social media, one could argue that context is now king, supported by a royal court of content producers and connectors united by a common desire to share information with purpose and utility.
In social media, content and context are packaged as social objects and they serve as the catalysts for conversation, intelligence, and sharing, and hopefully, word of mouth.
Essentially, social objects are the thoughtful blog posts we publish, the relevant updates we Tweet, the helpful tips we leave for others when they check-in, the useful videos we broadcast, the telling pictures we post, the constructive comments we voice, as well as every other pertinent message we syndicate throughout the statusphere.
Newton’s third law of motion states that every action has a reaction equal in magnitude and opposite in direction.
With every social object we introduce, we merit an entitled response, which either validates or discredits the strategy and work that introduced and propelled our content online. The cause and effect of our objective and outcome are dictated by our mission and purpose. Social objects represent the voice, personality, and design of brands and also reflect the culture and virtues we hope to embody and convey. As a result, social objects can trigger the creation and proliferation of earned media, user-generated content that fortifies and spreads our story to each respective social network and enlivens interaction among desirable social graphs. The goal is to incite reactions that potentially further the social effect.
Social Objects can take the form of a myriad of other conversation catalysts including…
Earned media is the result of our owned, paid, and participatory media programs and is reflected in the blog posts, tweets, status updates, comments, and ultimately actions of our consumers, peers, and influencers. Earned media is ideally linked to owned media campaigns as well as proactive initiatives that attempt to incite viral and word of mouth activity.
Owned Media – media that is essentially, controlled by the brand. Owned objects are social objects produced by the company and introduced to each network in a variety of formats, text, video, audio, experiences, etc.
Paid Media represents the visibility we purchase, such as display ads, paid search, and sponsorships. When paired with owned and earned media programs, paid media serves as a hub for complementing, reinforcing, and polishing brand voice, directives, mission, and stature. While many argue over the future and fate of advertising, what’s clear is that online paid presences can benefit initiatives where action and experiences are defined and promoted through the click path.
Participatory Media – Representing an extension of earned and owned media, participatory media takes the shape of a hosted hub where brand representatives and our communities can interact and collaborate. Go-to examples usually include Dell’s IdeaStorm and Starbuck’s “My Idea” network which resemble branded wikis designed to elicit responses, dictate direction, establish community-focused governances, etc. Participatory media equalizes the balance of power, providing a dedicated platform the gives voice to the consumer and a channel for their ideas to trigger transformation or change.
Sponsored Media - This new category fuses owned, paid, and earned media. Sponsored media is one that is championed by companies such as Izea, MyLikes, Ad.ly, Twittad, among others and is creating a new medium for packaging messages through trusted voices within highly visible and social channels. Sponsored media can take the form of paid tweets, blog posts, appearances, and featured objects on targeted profiles. And, whether you agree or disagree with the idea, the reality is that they work and they seem to benefit all parties involved, from brand to paid affiliates to their communities
Businesses are presented with a unique moment in time through interactive technologies to directly capture the attention of their audiences and ultimately stakeholders, through the creation, propagation, and connection of these social objects. However, access to new, expansive, and dynamic platforms does not guarantee our ability to earn and captivate audiences. Our ability to connect and reconnect is driven by our understanding of the unique needs and requirements of those consumers defining our markets and our mastery of the tools and services that form parallel contextual networks.
PR2.0
What lies ahead is an inflection point in the maturation of social media, publishing, marketing and communications. And, it all begins with the realization and the corresponding actions that businesses must become media in order to earn greater relevance and ultimately thought leadership within their respective markets.
Every Company is a Media Company: EC=MC
Good friend Tom Foremski is leading a powerful movement to rally companies towards a new media (r)evolution. As he has so astutely observed, every company is a media company or EC=MC:
Every company is a media company because every company publishes to its customers, its staff, its neighbors, its communities. It doesn’t matter if a company makes diapers or steel girders, it must also be a media company and know how to use all the media technologies at its disposal.
While this has always been true to some extent, it is even more important today, because our media technologies have become so much more powerful.
It is no longer a one-way broadcast medium, everyone now has access to an online printing press that can potentially reach tens of millions of people.
Indeed, the future of marketing starts with publishing, and as such, brands must contribute to the evolution of social media in order to truly socialize media and galvanize communities to create more informed and active markets.
While traditional mass marketing doesn’t vanish, the customary intermediaries whom we relied upon to broadly circulate our messages and intentions are now only part of the media cycle. With the proliferation of social networks and the channels they’ve constructed between people, social graphs are forming dedicated audiences willfully connected through context and interest.
Businesses can now weave social graphs of their own through the creation of social presences within the communities where customers, prospects and those who influence them, are actively sharing, consuming, and seeking relevant content and information. While many companies are just now realizing the immediate benefits of social participation and engagement, the rewards are far richer than the accumulation of followers or fans.
Time and attention are precious commodities and therefore require thoughtful commentary, involvement, contribution, and programming to spark actions and reactions and concurrently earn two-way alliances that ultimately form the relationships businesses need to cultivate communities and also inspire advocacy.
Social Objects are Conversational Catalysts
In Web 1.0, it was said that content was king. In social media, one could argue that context is now king, supported by a royal court of content producers and connectors united by a common desire to share information with purpose and utility.
In social media, content and context are packaged as social objects and they serve as the catalysts for conversation, intelligence, and sharing, and hopefully, word of mouth.
Essentially, social objects are the thoughtful blog posts we publish, the relevant updates we Tweet, the helpful tips we leave for others when they check-in, the useful videos we broadcast, the telling pictures we post, the constructive comments we voice, as well as every other pertinent message we syndicate throughout the statusphere.
Newton’s third law of motion states that every action has a reaction equal in magnitude and opposite in direction.
With every social object we introduce, we merit an entitled response, which either validates or discredits the strategy and work that introduced and propelled our content online. The cause and effect of our objective and outcome are dictated by our mission and purpose. Social objects represent the voice, personality, and design of brands and also reflect the culture and virtues we hope to embody and convey. As a result, social objects can trigger the creation and proliferation of earned media, user-generated content that fortifies and spreads our story to each respective social network and enlivens interaction among desirable social graphs. The goal is to incite reactions that potentially further the social effect.
Social Objects can take the form of a myriad of other conversation catalysts including…
Earned media is the result of our owned, paid, and participatory media programs and is reflected in the blog posts, tweets, status updates, comments, and ultimately actions of our consumers, peers, and influencers. Earned media is ideally linked to owned media campaigns as well as proactive initiatives that attempt to incite viral and word of mouth activity.
Owned Media – media that is essentially, controlled by the brand. Owned objects are social objects produced by the company and introduced to each network in a variety of formats, text, video, audio, experiences, etc.
Paid Media represents the visibility we purchase, such as display ads, paid search, and sponsorships. When paired with owned and earned media programs, paid media serves as a hub for complementing, reinforcing, and polishing brand voice, directives, mission, and stature. While many argue over the future and fate of advertising, what’s clear is that online paid presences can benefit initiatives where action and experiences are defined and promoted through the click path.
Participatory Media – Representing an extension of earned and owned media, participatory media takes the shape of a hosted hub where brand representatives and our communities can interact and collaborate. Go-to examples usually include Dell’s IdeaStorm and Starbuck’s “My Idea” network which resemble branded wikis designed to elicit responses, dictate direction, establish community-focused governances, etc. Participatory media equalizes the balance of power, providing a dedicated platform the gives voice to the consumer and a channel for their ideas to trigger transformation or change.
Sponsored Media - This new category fuses owned, paid, and earned media. Sponsored media is one that is championed by companies such as Izea, MyLikes, Ad.ly, Twittad, among others and is creating a new medium for packaging messages through trusted voices within highly visible and social channels. Sponsored media can take the form of paid tweets, blog posts, appearances, and featured objects on targeted profiles. And, whether you agree or disagree with the idea, the reality is that they work and they seem to benefit all parties involved, from brand to paid affiliates to their communities
Businesses are presented with a unique moment in time through interactive technologies to directly capture the attention of their audiences and ultimately stakeholders, through the creation, propagation, and connection of these social objects. However, access to new, expansive, and dynamic platforms does not guarantee our ability to earn and captivate audiences. Our ability to connect and reconnect is driven by our understanding of the unique needs and requirements of those consumers defining our markets and our mastery of the tools and services that form parallel contextual networks.
PR2.0
Partners and Napier: Partners + Napier helps Kodak redefine the Kodak Moment
Today, Kodak launched a new advertising campaign, a large-scale effort named “Real Kodak Moments” that includes television, online, experiential, and retail elements – all created by Partners + Napier. Born from the insight that with changes in technology and communication, the true value of great images is created by the bond givers and recipients feel by sharing them, the campaign refreshes the iconic Kodak Moment and announces that, “the real Kodak Moment happens when you share.”
The new brand campaign includes many product proof points to demonstrate the way Kodak's innovations deliver on the promise of easy sharing. A television spot featuring a father and newborn in the hospital, for instance, highlights cameras with ‘share' buttons that enable users to easily upload their images to their e-mail, Facebook and YouTube.
"The "Kodak Moment" has been known and loved worldwide in reference to the point of capturing a great image. In today's world, sharing the image is really when the emotion happens." said Leslie Dance, VP of Worldwide Brand Marketing at Kodak. "It's that emotional tie and the act of sharing that transforms a picture or video into a Kodak Moment."
As part of the campaign, Kodak has also launched Kodakmoments.com. Distinct from traditional photo-sharing sites, KodakMoments.com offers a unique way to share and respond to meaningful moments through their emotional and experiential content. Visitors to the site can upload their moments from their desktop, Kodak Gallery or social network sites like Facebook and YouTube. Contributors are asked to title their photo and describe its significance, as well as to choose the emotion that they most closely associate with it. Other users, upon viewing a photo and description, are prompted to contribute their own feelings by tagging an emotion. In that way, a community and dialogue are created around human emotions, linking diverse individuals and perspectives. Kodak will also showcase individual contributions on the site's homepage, spurring conversation around consumer content.
"Kodak understands that it's the human interaction with imaging that creates value, and Kodak creates technology to make it easier to make, manage and move that information," said Sharon Napier, CEO of Partners + Napier. "By providing a living, breathing testament to the power of sharing, it is creating a global community around people's most special moments. Kodak is simply one of those brands that people love to love because everything it does facilitates how people remember, share, and celebrate themselves and each other."
"We live in a time when friends and families aren't able to gather in person as frequently as before, and for that reason, a family's ‘Chief Memory Officer' - often mom - has an increasingly big responsibility to maintain that feeling of closeness," said John Roberts, Chief Strategy Officer of Partners + Napier. "With this campaign, Kodak is helping her turn great images into something that binds people together through the simple act of sharing."
To reintroduce the Kodak Moment, the campaign will engage consumers at numerous touchpoints, ranging from traditional media and online to more experiential components in Times Square and Disney World. Additionally, the new "Kodak Moment" has also been integrated into the ninth season of the "Celebrity Apprentice" on NBC.
Click here to watch video: Partners and Napier
The new brand campaign includes many product proof points to demonstrate the way Kodak's innovations deliver on the promise of easy sharing. A television spot featuring a father and newborn in the hospital, for instance, highlights cameras with ‘share' buttons that enable users to easily upload their images to their e-mail, Facebook and YouTube.
"The "Kodak Moment" has been known and loved worldwide in reference to the point of capturing a great image. In today's world, sharing the image is really when the emotion happens." said Leslie Dance, VP of Worldwide Brand Marketing at Kodak. "It's that emotional tie and the act of sharing that transforms a picture or video into a Kodak Moment."
As part of the campaign, Kodak has also launched Kodakmoments.com. Distinct from traditional photo-sharing sites, KodakMoments.com offers a unique way to share and respond to meaningful moments through their emotional and experiential content. Visitors to the site can upload their moments from their desktop, Kodak Gallery or social network sites like Facebook and YouTube. Contributors are asked to title their photo and describe its significance, as well as to choose the emotion that they most closely associate with it. Other users, upon viewing a photo and description, are prompted to contribute their own feelings by tagging an emotion. In that way, a community and dialogue are created around human emotions, linking diverse individuals and perspectives. Kodak will also showcase individual contributions on the site's homepage, spurring conversation around consumer content.
"Kodak understands that it's the human interaction with imaging that creates value, and Kodak creates technology to make it easier to make, manage and move that information," said Sharon Napier, CEO of Partners + Napier. "By providing a living, breathing testament to the power of sharing, it is creating a global community around people's most special moments. Kodak is simply one of those brands that people love to love because everything it does facilitates how people remember, share, and celebrate themselves and each other."
"We live in a time when friends and families aren't able to gather in person as frequently as before, and for that reason, a family's ‘Chief Memory Officer' - often mom - has an increasingly big responsibility to maintain that feeling of closeness," said John Roberts, Chief Strategy Officer of Partners + Napier. "With this campaign, Kodak is helping her turn great images into something that binds people together through the simple act of sharing."
To reintroduce the Kodak Moment, the campaign will engage consumers at numerous touchpoints, ranging from traditional media and online to more experiential components in Times Square and Disney World. Additionally, the new "Kodak Moment" has also been integrated into the ninth season of the "Celebrity Apprentice" on NBC.
Click here to watch video: Partners and Napier
Canadian Marketing Blog - Canadian Marketing Association: Canadian Social Values: Dominant Themes in Canadian Culture - Part Two
Defining Value #2
We Canadians value an attitude of acceptance and tolerance. Over the course of our history, Canadians have embraced a liberal, open attitude, extending goodwill and acceptance to others who might be different.
Because of this pervading attitude of acceptance and tolerance, Canada is not just multi-cultural, but multi-everything. Note the diversity of beliefs, lifestyles, opinions, worldviews. Some would go so far as to say that this diversity is our greatest strength. (Macleans Canada Day Poll Report, 2006)
Diversity and pluralism are celebrated in Canada. Multiculturalism, in particular, has been noted as one of the most distinctive features of our society. More Canadians cite multiculturalism as central to the national identity - more than bilingualism or hockey. Canada’s top source of national pride is Multiculturalism, second only to Democracy. (Michael Adams, Unlikely Utopia, 2007)
Adams asserts further: “Canadians aren’t unique in living in a diverse society. Rather, Canadians are distinctive in the way that they have incorporated Canada’s policy of accommodating diversity into their sense of national identity.”
(I tend to disagree with the first part of the statement – that Canadians aren’t unique in living a diverse society. Canadian diversity IS unique and more intense. Take the United States: First nations and British colonial roots, but no French. Same goes for Australia. Canada counts among its peoples a first nations group, not one but two colonial forebears, and substantial waves of immigration from all over in recent years.)
The rest of his statement, however, rings true. Canadians have imbibed a strong attitude of acceptance and tolerance, so much that it defines and binds us as a nation.
Where does this come from?
How did we get here?
History: Canada was never a unitary entity. Canadians have never been one people in one place; we’ve always been a diverse people – Aboriginals, colonial British, colonial French, European immigrants – spread across a vast territory.
Our religion – or lack of it?
Religion, by its very nature, prescribes a certain code of conduct and belief. One’s religion helps a person make sense of the world, and pass judgment on what’s acceptable or not.
Canada is a secular nation. Compared to the United States, there are twice as many Canadians who say they have no religious affiliation. Church attendance has been on a steady decline, with almost 2 in 5 Canadians saying they never/almost never attend church. With less religiosity, Canadians are less likely to adhere to hard-and-fast, black-and-white judgments on right or wrong. This, in turn, makes for a more laissez-faire stance towards difference in beliefs/lifestyles.
Points of Evidence
Canadians are a tolerant and accepting people, who value and celebrate diversity. Festivals such as Caribana, Taste of the Danforth, Pride are the most obvious (and colourful) expressions of such.
Other data points support this value:
• By 2017, 1 in 2 people in Toronto and Vancouver will be visible minorities.
• 57% of Canadians live side-by-side within the five largest cities. Canadians – of whatever colour or stripe – are able to live amicably in close proximity to one another. Contrast this with other modes of settlement where people who are “different” confine themselves to either ghettoes or gated enclaves.
• 78% of Canadians believe immigration is good for the country (vs 64% of Americans).
• Canada was the fourth country in the world and the first country in the Americas to legalize same-sex marriage nationwide
A Marketing Reference
In one of the most iconic pieces of Canadian advertising, The Rant aka I Am Canadian from Molson’s, “Joe” actually lays out the policy, and the pervading belief of Canadians – I believe in diversity, not assimilation.
During the Olympics, Tim Horton’s aired a spot that drew directly from the immigrant narrative – the first things that newcomers to Canada experience are the cold, and Tim Hortons. The spot rose to the top as both “Most Memorable” and “Best Ad.” (Marketing Magazine, April 19, 2010)
Of late, Virgin and LCBO tipped their hat to the LGBT communities in their ads targeted to their mainstream audience, signaling that sexual orientation is a non-issue for these brands.
Lee Chapman, Strategic Planner, MacLaren
Canadian Marketing Blog - Canadian Marketing Association
We Canadians value an attitude of acceptance and tolerance. Over the course of our history, Canadians have embraced a liberal, open attitude, extending goodwill and acceptance to others who might be different.
Because of this pervading attitude of acceptance and tolerance, Canada is not just multi-cultural, but multi-everything. Note the diversity of beliefs, lifestyles, opinions, worldviews. Some would go so far as to say that this diversity is our greatest strength. (Macleans Canada Day Poll Report, 2006)
Diversity and pluralism are celebrated in Canada. Multiculturalism, in particular, has been noted as one of the most distinctive features of our society. More Canadians cite multiculturalism as central to the national identity - more than bilingualism or hockey. Canada’s top source of national pride is Multiculturalism, second only to Democracy. (Michael Adams, Unlikely Utopia, 2007)
Adams asserts further: “Canadians aren’t unique in living in a diverse society. Rather, Canadians are distinctive in the way that they have incorporated Canada’s policy of accommodating diversity into their sense of national identity.”
(I tend to disagree with the first part of the statement – that Canadians aren’t unique in living a diverse society. Canadian diversity IS unique and more intense. Take the United States: First nations and British colonial roots, but no French. Same goes for Australia. Canada counts among its peoples a first nations group, not one but two colonial forebears, and substantial waves of immigration from all over in recent years.)
The rest of his statement, however, rings true. Canadians have imbibed a strong attitude of acceptance and tolerance, so much that it defines and binds us as a nation.
Where does this come from?
How did we get here?
History: Canada was never a unitary entity. Canadians have never been one people in one place; we’ve always been a diverse people – Aboriginals, colonial British, colonial French, European immigrants – spread across a vast territory.
Our religion – or lack of it?
Religion, by its very nature, prescribes a certain code of conduct and belief. One’s religion helps a person make sense of the world, and pass judgment on what’s acceptable or not.
Canada is a secular nation. Compared to the United States, there are twice as many Canadians who say they have no religious affiliation. Church attendance has been on a steady decline, with almost 2 in 5 Canadians saying they never/almost never attend church. With less religiosity, Canadians are less likely to adhere to hard-and-fast, black-and-white judgments on right or wrong. This, in turn, makes for a more laissez-faire stance towards difference in beliefs/lifestyles.
Points of Evidence
Canadians are a tolerant and accepting people, who value and celebrate diversity. Festivals such as Caribana, Taste of the Danforth, Pride are the most obvious (and colourful) expressions of such.
Other data points support this value:
• By 2017, 1 in 2 people in Toronto and Vancouver will be visible minorities.
• 57% of Canadians live side-by-side within the five largest cities. Canadians – of whatever colour or stripe – are able to live amicably in close proximity to one another. Contrast this with other modes of settlement where people who are “different” confine themselves to either ghettoes or gated enclaves.
• 78% of Canadians believe immigration is good for the country (vs 64% of Americans).
• Canada was the fourth country in the world and the first country in the Americas to legalize same-sex marriage nationwide
A Marketing Reference
In one of the most iconic pieces of Canadian advertising, The Rant aka I Am Canadian from Molson’s, “Joe” actually lays out the policy, and the pervading belief of Canadians – I believe in diversity, not assimilation.
During the Olympics, Tim Horton’s aired a spot that drew directly from the immigrant narrative – the first things that newcomers to Canada experience are the cold, and Tim Hortons. The spot rose to the top as both “Most Memorable” and “Best Ad.” (Marketing Magazine, April 19, 2010)
Of late, Virgin and LCBO tipped their hat to the LGBT communities in their ads targeted to their mainstream audience, signaling that sexual orientation is a non-issue for these brands.
Lee Chapman, Strategic Planner, MacLaren
Canadian Marketing Blog - Canadian Marketing Association
Profectio: Royal Canadian Golf Association Rebrands And Relaunches To Become Golf Canada
The Royal Canadian Golf Association (RCGA), the governing body and National Sport Organization (NSO) for golf in Canada announced last week that it has adopted ‘Golf Canada’ as its new consumer-facing brand. As part of the rebranding campaign developed by TBWA\TORONTO, a number of promotional elements were used including advertisements, public service announcements, radio spots and television commercials to be unveiled in the coming weeks.
“The partnership with TBWA\TORONTO was key to developing the strategy and personality of the new consumer-facing brand,” said Scott Simmons, Executive Director and CEO of Golf Canada. “Adopting Golf Canada is more than simply changing our logo – we are committing to a new brand promise of customer service and growing the game that TBWA\TORONTO helped us define.”
The National Sport Organization for golf as recognized by Sport Canada will now be known as ‘Golf Canada’, a member-based organization governed by the Royal Canadian Golf Association (RCGA). Several professional golfers were used as part of the campaign including Mike Weir, Stephen Ames, Lorie Kane and Graham DeLaet.
The Golf Canada announcement coincides with the launch of the association’s new website – www.golfcanada.ca. The Golf Canada website will be developed and managed in partnership with The Globe and Mail. The first phase of the new Golf Canada website will be active as of April 22, 2010, with a more dynamic and media-rich second phase of the site to be launched on June 29, 2010.
Agency: TBWA\TORONTO
Profectio
“The partnership with TBWA\TORONTO was key to developing the strategy and personality of the new consumer-facing brand,” said Scott Simmons, Executive Director and CEO of Golf Canada. “Adopting Golf Canada is more than simply changing our logo – we are committing to a new brand promise of customer service and growing the game that TBWA\TORONTO helped us define.”
The National Sport Organization for golf as recognized by Sport Canada will now be known as ‘Golf Canada’, a member-based organization governed by the Royal Canadian Golf Association (RCGA). Several professional golfers were used as part of the campaign including Mike Weir, Stephen Ames, Lorie Kane and Graham DeLaet.
The Golf Canada announcement coincides with the launch of the association’s new website – www.golfcanada.ca. The Golf Canada website will be developed and managed in partnership with The Globe and Mail. The first phase of the new Golf Canada website will be active as of April 22, 2010, with a more dynamic and media-rich second phase of the site to be launched on June 29, 2010.
Agency: TBWA\TORONTO
Profectio
welcome to optimism: the impossibler dream for honda
Bigger, longer, awesomer and impossibler: Honda Impossible Dream 2010 rolls out today across Europe.
Three years after the original Impossible Dream ad, in which a moustachioed hero moved between vehicles from a speedboat to a Formula 1 car (each vehicle the realisation of an 'impossible' Honda dream) we are releasing a new extended version, to air across 28 markets across Europe featuring the Honda jet, the CR-Z Hybrid Coupe, the hydrogen-powered FCX Clarity, the Honda robot Asimo and Honda solar panels.
Honda's extended version, which runs to two-and-a-half minutes – 30 seconds longer than the original – substitutes the original hot air balloon ending with a Honda jet rising from the waterfall to take our hero on his fantastic voyage. It takes the previous spot, which showcased Honda's heritage, and brings it up to date by including current and future products.
This pan-European ad campaign forms part of new strategy by the car maker, under European communications director Ian Armstrong, to develop a consistent brand across the region.
"'Impossible dream' is a fantastic opportunity to showcase both historic and future products in a film that truly generates a strong reaction from everyone who sees it," said Ian.
welcome to optimism
Three years after the original Impossible Dream ad, in which a moustachioed hero moved between vehicles from a speedboat to a Formula 1 car (each vehicle the realisation of an 'impossible' Honda dream) we are releasing a new extended version, to air across 28 markets across Europe featuring the Honda jet, the CR-Z Hybrid Coupe, the hydrogen-powered FCX Clarity, the Honda robot Asimo and Honda solar panels.
Honda's extended version, which runs to two-and-a-half minutes – 30 seconds longer than the original – substitutes the original hot air balloon ending with a Honda jet rising from the waterfall to take our hero on his fantastic voyage. It takes the previous spot, which showcased Honda's heritage, and brings it up to date by including current and future products.
This pan-European ad campaign forms part of new strategy by the car maker, under European communications director Ian Armstrong, to develop a consistent brand across the region.
"'Impossible dream' is a fantastic opportunity to showcase both historic and future products in a film that truly generates a strong reaction from everyone who sees it," said Ian.
welcome to optimism
Sunday, April 25, 2010
PR2.0: Can Social Media Help End Malaria? Let’s Find Out…
Sunday, April 25th is World Malaria Day and the United Nations is placing its hopes on you and the social graphs you’ve nurtured to finally end this deadly, yet preventable disease.
You see, every 30 seconds, a child in Africa dies from malaria and every 10 seconds, another case is diagnosed. That might not mean a lot to you…I’m sure where you are right now is probably the furthest away from Malaria and Africa. But even where you are, right now, you’re in a place to actually save a life…literally.
Please join the efforts to #endmalaria. All it takes is a $10 donation. Please click here to donate now. Or, text the word “NETS” to 864233, and a $10 donation will be charged directly to your cell phone bill.
100% of the proceeds will be given to UNICEF, used to buy treated mosquito nets, the lowest cost and most effective way to prevent malaria.
Once you’ve donated, please help spread the word using the #endmalaria banner.
To kick start the effort today, I reached out to good friend and one of my favorite artists, Hugh MacLeod (@gapingvoid). He designed an original piece (above) in the hopes of spreading awareness and support using art as a social object.
Please click here to continue reading and donate:
PR2.0 - World Malaria Day
You see, every 30 seconds, a child in Africa dies from malaria and every 10 seconds, another case is diagnosed. That might not mean a lot to you…I’m sure where you are right now is probably the furthest away from Malaria and Africa. But even where you are, right now, you’re in a place to actually save a life…literally.
Please join the efforts to #endmalaria. All it takes is a $10 donation. Please click here to donate now. Or, text the word “NETS” to 864233, and a $10 donation will be charged directly to your cell phone bill.
100% of the proceeds will be given to UNICEF, used to buy treated mosquito nets, the lowest cost and most effective way to prevent malaria.
Once you’ve donated, please help spread the word using the #endmalaria banner.
To kick start the effort today, I reached out to good friend and one of my favorite artists, Hugh MacLeod (@gapingvoid). He designed an original piece (above) in the hopes of spreading awareness and support using art as a social object.
Please click here to continue reading and donate:
PR2.0 - World Malaria Day
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