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July 2014

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2014-2015 National Media Plan April-14

Media

Station

2014 September

CTV

CTV Two

CTV News Channel

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Canal D

Canal Vie

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Comedy Gold

CP24

Discovery Channel

Discovery Science

Radio

CJAD

Radio

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Historia

Canal D Investigation

Investigation Discovery

Radio

Virgin Radio

Radio

NRJ

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CHOM

Radio

Boom

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Astral Out-of-Home

MTV

MTV2

Much

MusiMax

MusiquePlus

RDS

RDS2

RDS Info

Radio

TSN

Digital

Sympatico

Séries+

Space

Teletoon

Teletoon Retro

TSN

TSN2

VRAK.TV

CTV

CTV Two

CTV News Channel

Animal Planet

BNN

Book Television

Bravo

Canal D

Canal Vie

The Comedy Network

Comedy Gold

CP24

Discovery Channel

Discovery Science

Radio

CJAD

Radio

Rouge FM

Discovery World

Fashion Television

Historia

Canal D Investigation

Investigation Discovery

Radio

Virgin Radio

Radio

NRJ

Radio

CHOM

Radio

Boom

OOH

Astral Out-of-Home

MTV

MTV2

Much

MusiMax

200

October 29

250

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November

200

December

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February 26

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April 23

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CONTENTS

WorldMags.net JULY 2014

FEATURES

GO CANADIANS, GO

58 CANADIANNESS: COVER

A GLOBAL EDGE

Marketing CVs featuring a few foreign stops are becoming common. Ahead of Canada Day, we asked you to share experiences to see how we measure up.

23 BRC FALL TV

PREVIEW

We run down primetime day by day and identify the programming lineup newcomers.

40 SPECIALTY 50 QUEBEC

COVER IMAGES FROM ISTOCK

☞ ALL THE INDUSTRY'S MOST IMPORTANT NEWS EVERYDAY, TWICE A DAY. KEEP UP ON THE GO The Marketing mobile site. No app store visit required. THIS MONTH AT MARKETINGMAG.CA

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MEDIA, ADVERTISING and PR in Canada

EDITOR-IN-CHIEF

GROUP PUBLISHER

MARKETING AND RETAIL GROUP

David Thomas (416) 764-1603 david.thomas@marketingmag.rogers.com

Jennifer Litterick (416) 764-1665 jennifer.litterick@rci.rogers.com

EDITORIAL

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SALES MANAGER: ONTARIO, QUEBEC & EASTERN CANADA Carol Leighton (416) 764-1544 1-800-720-8916 carol.leighton@marketingmag.rogers.com SALES MANAGER, ONTARIO AND WESTERN CANADA Jane Buckland (416) 764-1575 jane.buckland@marketingmag.rogers.com SALES MANAGER Aldo Russo (416) 764-1597 aldo.russo@marketingmag.rogers.com GENERAL MANAGER, CONFERENCES & EVENTS Kellie Smith (416) 764-1390 kellie.smith@rci.rogers.com GENERAL MANAGER ONLINE BRAND STRATEGY Pamela Kirk (416) 764-1573 pamela.kirk@rci.rogers.com PRODUCTION MANAGER Ajay Masih (416) 764-3914 ajay.masih@rci.rogers.com DIRECTOR, AUDIENCE DEVELOPMENT Duncan Palmer (416) 764-3860 duncan.palmer@rci.rogers.com

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CORRESPONDENTS Rebecca Harris Marketing.PR.Filter@gmail.com Chris Powell Marketing.Media.Filter@gmail.com

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EDITORIAL ADVISORY BOARD

EDITOR’S CIRCO DE BAKUZA’S 7 LETTER 8 UEFA HIGH Montreal agency performs SOCIAL SCANNER in front of 165 million fans 17 Is it time for brands to consider swiping right? WEARABLES CARRY Industry Chirp 10 RISK FOR MARKETERS Balance the data payoff GETTING CREATIVE against the risk of creeping 19 Mazda gets really out consumers creative with Instagram Plus

Plus Blacks rebrands for

smartphone photo boom

THE SECRET BEHIND WAX’S BLACK PENCIL Agency’s report was irritating. That’s the point

GLOBAL AMBITIONS Joe Fresh’s Mario Grauso talks brand mission, Korea and insights from Bangladesh

Ted Boyd, CEO, One; Sophie Chesters, country marketing manager for Canada, Google; Mark Childs, CMO, Samsung Electronics Canada; Maggie Fox, SVP digital marketing, SAP; Janine Keogh, VP marketing insights & services, Mondelēz Canada; Raja Khanna, CEO, television & digital, Blue Ant Media; Marie-Josée Lamothe, managing director of branding and Quebec, Google; Jim Little, CMO, Shaw Communications; Zak Mroueh, CEO, Zulu Alpha Kilo; Karen Nayler, CEO, Mindshare Canada; Mark Sherman, CEO, Media Experts, Cheryl Smith, EVP consumer and trade marketing, Parmalat Canada; and Uwe Stueckmann, SVP marketing, Loblaw Cos.

BRANDED DELUXE 21 Rebirth of the Orient Express brand and its luxury rail mystique MARKETING 360 52 The event of the year: the Marketing Awards ME & MY BRAND 54 We talk with Walter Levitt of Comedy Central

SHARKNADO II CONSUMER INSIGHTS 14 Scyfy reaches into 67 Can you tell an same bag of social and American from a Canuck? cameo tricks

We acknowledge the ﬁnancial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Heritage.

VIEWPOINTS

KIDS AND A CAREER? SURELY YOU JEST Nancy Vonk and Janet Kestin’s new book guides women to break unspoken rules. An excerpt

We’re here to help BRAND DOCTORS 70 There is no brand challenge our doctors can’t ﬁx. The patient: Canada

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Five top stories from Marketingmag.ca last month. Get your news as it happens with Marketing’s twice-daily e-mail newsletters. Sign up at Marketingmag.ca today.

THE DAILY HIGH FIVE

Dale Hooper named top marketer for Rogers

lg2 opening Toronto office with creative duo Hirsch and Kim

Rogers replacing top marketers

Molson and Rethink win Marketing Awards Best of Show

What we learned from the Missing Rob Ford poster

GO CANADIANS, GO! + THE BATTLE FOR FALL TV

sed to be, any time someone talented left Canada, especially to the U.S., talk would inevitably turn to the Brain Drain. Cue the handwringing and soul searching. It was easy to picture a nation destined for failure, bled of drive and smarts, leaderless, undereducated, poorly compensated and generally lacking in creativity and innovation. Implicit in Brain Drain syndrome was the view we would never see these people come back. In today’s global market, talent is crossing borders in every direction and Canada, feeling a helluva lot more sure of its place in the world, sees it as a positive. We thought it was a great time to reach out and get a sense of what Canadianness means to marketing professionals who have taken up challenges abroad—and, more often than not, come back. It would appear our national stock is rising, especially in the old breadth vs. depth department. Today’s workplace requires a broader skillset and a global mindset. Canadians have an edge in both. But don’t go getting smug on us. Our Go Canadians, Go! package makes it clear Canadian marketing needs to raise its game on many fronts. And sorry to break it to you Toronto but you’re NOT London. Or New York. Or Singapore. Yet. In addition to seven pages of letters and comments from you, our readers, we have also

devoted our Brand Doctor, Consumer Insights and Me & My Brand features to explore the state of Canadian marketing. Enjoy and track the series with additional content on our website and on our tablet edition, as we received way more submissions than we had room to run. As I write, we are nearly at the ﬁnish line on the launch of our new website, which we are thrilled about. But more on that soon.

TV IS STILL KING: OUR ANNUAL BRC REVIEW For all the fears over cordcutting and the rise of digital video over cable and network TV, the countdown to the new fall season is still the most high-stakes, hotly contestly competition for the lion’s share of advertising dollars. Each year, we run through the line-ups from the major networks and specialty players. We’re always working to raise our game, so this year’s BRC review introduces two new features: » Individual take-outs on the primetime battles for each day of the week; plus » Highlights of some great research from Mindshare Canada that takes a deep dive into how much programming the networks have been producing in different categories vs. the reality check of how much is actually being watched by viewers.

FROM OUR READERS

Robert Ian French, president of Northern Lights Direct, argued in a May 28 column that David Ogilvy “would be horrified by the self-indulgent irrelevancy passed off as “brand” advertising today.” Apologies for being blunt. But David Ogilvy is dead. And he died before our world, our audience and our industry changed infinitely. Ours is the most exciting time in the history of communications. And the myriad ways in which we can speak to our consumers inspires awe. The biggest difference between Ogilvy’s time and ours is that no longer can we just deliver a message to people. We need to beg permission to have a conversation with them. And that requires a great deal more creativity than bellowing factual information about a product while flashing a 1 800 number over and over. We need to advertain. So rather than explaining how much moisturizer is in a bar of Dove soap, we create an engaging conversation about women’s real beauty and build an affinity for the brand. An affinity that is powerful and lasting. I’ve had the good fortune of working on some of the world’s most famous brands. Many facing the most challenging times in their brand’s history. And the greater the challenge, the more creative we had to be with our solutions. That’s why reading this article made me sick with sadness. I pray that anyone thinking about getting in to this business or in the early stages of their career is sheltered from its festering cynicism about creative for creativity sake. God. Open your eyes and look at what’s being accomplished around us. Coke Open Happiness. Sick Kid’s Pain Squad app. Apple Your Verse. Canadian Tire Ice Truck – wildly creative thinking selling a shit load of products and services. You’re right. David Ogilvy would probably agree with you. But Ogilvy is dead. So it doesn’t count for much in these wonderfully modern times. So spare us. —Craig Redmond

David Thomas, Editor-in-Chief @MrDavidThomas

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“I picked it up and it just annoyed me and I thought this is just such a silly gimmick, and then I went, oh crap.”

—Tim Greenhalgh, D&AD judge p.11 ☞

BIG LEAGUE BRANDING

WORLDLY EXPERIENCE How Montreal branding and experiential shop Circo de Bakuza grew out of the Cirque’s shadow to win big on the global stage

BY DANNY KUCHARSKY

n late May, more than 165 million soccer fans worldwide tuned into the UEFA Champions League ﬁnals in Lisbon, Portugal. Dubbed the world’s most-watched annual sporting event, it began with an extravagent opening ceremony that covered the pitch with 500 performers and took six months to prepare. And it was produced by a little Montreal-born branding and events shop. “Our playground is the world,” says Circo de Bakuza vice-president and head of development Roshan Soomarchun, who runs the agency’s office in Paris. Staffed with a multinational team with strong branding and design skills, the shop has been making a name for itself with international accounts, primarily in Europe. The agency got its start when founder and president Vincent Drolet organized a street event called Circo de Bakuza for Montreal’s

assignment where the sky is the limit. Circo persuaded the authorities to enlarge the ceremony site by 30 metres by pumping sand in the sea. And when Sheikh Mohammed, the vice-president and ruler of Dubai, made a surprise appearance at the closing ceremony, Circo immediately changed the running order of the show to wow him. “We need to be ﬂexible. We always need a Plan B, C and D,” says Soomarchun. The agency has gone on to organize annual galas for Bell Canada (and won a bronze at the latest Marketing awards for work on the Francofolies, which Bell sponsored), opening ceremonies for football’s Coupe de France and events for Kraft, Hotel W and the FIFA Interactive World Cup 2014. Few event marketers “know how to understand brand DNA,” says Soomarchun. “That means when you go to a Coca-Cola event, you don’t just put the Coca-Cola logo everywhere.”

“When you go to a Coca-Cola event, you don’t just put the Coca-Cola logo everywhere”

–Roshan Soomarchun

Just for Laughs festival in 2004. The event was so successful that Drolet decided to keep the name for his agency. In its ﬁrst few years, Circo primarily organized events for clients like Cirque du Soleil. But in 2008, Soomarchun and creative director Julie Brassard signed on as partners and decided to integrate design, brand content and experiential marketing to the agency’s repertoire. Soomarchun, a French national, decided to pitch for international accounts and the strategy paid off that year with a win to organize the opening and closing ceremonies for the ﬁfth anniversary of the Dubai International Film Festival. It’s the kind of

Instead, “our goal is to create emotion in everything we do,” he says. “We try to touch [people’s] hearts and souls. At the end they remember the event.” As well, top outside help is hired for events, such as a choreographer for the UEFA Champions League who has done Olympics opening ceremonies. To jumpstart its international development, Circo opened an office in Paris in 2010, which now has eight staffers compared to Montreal’s 14. Drolet is based in Montreal, while Soomarchun and Brassard call Paris home. Much of Circo’s recent work has been in the luxury industry. For the last three years it’s been doing perfume packaging, advertising and visuals for Comme des Garçons

and is working to launch a new perfume for designer Carolina Herrera. The agency has also done branding for Yves St. Laurent, Nina Ricci and L’Oréal. “Our day-to-day work is branding, packaging and design and once every few months we do an event,” says Soomarchun. Billings have been doubling for the last few years and reached $8 million in 2013. This year Soomarchun expects sales to max out at $12 million. Budgets are transparent, with no hidden fees, and clients are reimbursed for any cost savings at the end of a project, he says. As for the future, another office in the Emirates or London is in the works. A video department has just opened and the agency hopes to do more experiential

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MARKETINGMAG.CA

GOOD MONTH DR. DRE sells his streaming service and headphones company to Apple for $3 billion. Dre and Jimmy Iovine, the company’s co-founders, will join Apple in unspeciﬁed roles as part of the deal.

A highly subjective review of the month that was for the marketing and advertising industry.

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HUDSON’S BAY boosts its retail sales to $1.8 billion, an increase of $971 million yearover-year.

CANNES LIONS brings in $26.2 million in entry fees, according to calculations by Ad Age. The festival saw 37,427 entries from 97 countries this year, a 4.4% increase from 2013.

CANADIAN RETAILERS are slashing prices to keep consumers shopping. A new survey from American Express showes 49% of retailers expect to offer lower prices as a “key point of differentiation” from rivals.

LENOVO faces backlask on social media from outraged consumers after the computer company cancelled orders over a pricing error during an online sale.

BAD MONTH SONY stops selling its handheld PlayStation Portable gaming device after 10 years. The electronics and entertainment company has fallen on hard times, reporting a $1.3 billion loss for the last ﬁscal year.

KEY MOMENTS IN CIRCO’S TIMELINE

2008

Vincent Drolet, Julie Brassard and Roshan Soomarchun partner and do their ﬁrst major event, the Dubai International Film Festival

2010

Paris office opens

2011

Wins ﬁrst contract with UEFA, the European football federation

marketing. “We don’t want to be an advertising company,” says Soomarchun. Meanwhile, Circo de Bakuza continues to aim high. “Our creative team has done work that’s recognized around the world,” Soomarchun says. “My next target is the World Cup [opening ceremonies] in four years.” While the company is small, “there’s nothing to say we’ll never do the Olympics.” Soomarchun’s advice to Canadian ﬁrms seeking international work? “The market is the market. The Canadian market could be the international market and the only thing that needs to be adapted is culture. Don’t be scared about the market in different countries because the creative talent of Canadians is recognized worldwide.”

2011

Wins pitch to organize Bell Canada’s Celebrity Gala (now called One Night Under a Blue Sky)

2014

Circo de Bakuza developed and produced the opening ceremony for May’s UEFA Champions League ﬁnal that was viewed by 165 million people around the world.

Organizes the opening ceremony of the UEFA Champions League, dubbed the mostwatched annual sports event on TV

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IS IT COOL OR CREEPY?

Canada’s wearable technology market is about to explode. But marketers have to be careful how they use it BY RUSS MARTIN

irst was Nike FuelBand, then Google Glass and with Apple getting into the game (iWatch coming soon), look for wearables to go mainstream in Canada. IDC Canada predicts the market will grow at a 62% compound annual growth rate over the next ﬁve years. That’s big news for brands, which will soon look to smart watches, glasses and even clothes to provide new kinds of experienes and connections with consumers, while painting a rich, data-speckled picture of

those consumers’ lives. “It will still be a few years before we are really leveraging wearable analytics, but it presents the opportunity to rethink how brands interact with customers, and ﬁnding ways to make those interactions more meaningful for the customer,” says IDC research manager Krista Napier. “I think there will initially be some privacy concerns, but I think education and proven use cases on how helpful this added information is will help overcome that.” That may be, but clearly wearable data collection can be cool or creepy? Take a look.

CREEPY

COOL

KENNETH COLE

PAYPAL/SAMSUNG

BLIPPAR

EMOTIENT

In March the fashion label launched a Google Glass app encouraging consumers to photograph good deeds like buying a homeless person lunch or donating blood. Sounds great, unless the Kenneth Cole ﬁnds a way to send racist tweets with it… again.

These tech-friendly brands teamed up to make an app for Samsung’s smart watches that lets consumers make PayPal purchases. No creepiness factor here – unless you’re making a purchase from a .xxx with your wrist.

Earlier this year Blippar showed off a Google Glass version of its augmented reality smartphone app, which adds a digital layar to out-of-home ads. Our verdict? Marketers will love it, but we can’t see consumers wanting billboards to jump out into their eye sockets.

A facial recognition app for Google Glass is on the way from Emotient that will read consumers’ faces and report their emotions to customer service reps. A salesperson without the good sense to see a customer is angry or sad? We’ll be in the self checkout aisle, thanks.

REFRAMING THE BRAND Blacks is reinventing itself for the smartphone era with a new format BY KRISTIN LAIRD

ith camera-equipped smartphones casual photographers no longer need to use point-andshoot devices, digital or otherwise, to capture special moments and everything in between, which could spell trouble if you’re a photo retailer. Rather than sit by idly and watch as the latest evolution in technology passes it by (as some others have), Blacks has transformed its brand for today’s consumer. Camera sales might be slow, but people are taking more pictures than ever before. “We did a lot of research ﬁrst around trends and the changes that had happened in photography and the biggest change was the advent of the smartphone as the everyday camera,” says Lisa Richardson, general manager and VP of the Telus-owned retailer. Aside from ﬁlling their media cards and social streams, consumers aren’t sure what else to do with their images, so Blacks has made it easy with a new store design called the “Playground for Photography.” Five new-look stores have reopened so far with plans to revamp all 92 within two years.

As before, Blacks has a wide range of frames available for sale. Prior to the in-store revamp, these frames were typically stacked against each other on a shelf or stand. Now, these frames hang on the Inspiration Wall, showcasing bright beautiful prints, to proivde consumers with ideas on how to group their images or display them on their shelves at home.

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MARKETINGMAG.CA

WorldMags.net ANNOYINGLY GOOD To win the rarest of honours—a Black Pencil—you need to get a reaction “It is really polarizing,” says Wax creative director Trent Burton. “People either love it or hate it. And that’s okay. When you’re a small not-for-proﬁt you just want to get a reaction.” Wax suspected they’d won a Yellow Pencil—a huge honour on its own—after receiving the request to have someone at the show, so they put design director Monique Gamache (right) on a plane. “But quite honestly, Black wasn’t even on the radar for any of us,” says Burton; until they got the good-news text from Gamache. “It was a pretty surreal experience, it was like a career capper—a mic drop. I feel like I should quit now.” But of course he won’t. After hanging up the phone, Burton was going to review the next annual report for the CSPD. Talk about great expectations. —David J. Brown

The store has been divided into three zones: Devices including smartphones, digital singlelens relfex cameras, and point-and-shoot cameras; the Inspiration Wall that provides framing ideas; and the Create and Knowledge area where consumers can learn more about their devices and create products using their images. The store is “a one-stop destination where you can get inspired by all the things you can do with your pictures,” says Richardson.

Blacks customers were also under the impression that creating photo inspired products was a complicated and lengthy task. Within the Create and Knowledge section of the store customers can jump on one of six desktop computers to quickly and easily create books, calendars, collages, calendars and cards (the same can be done from the retailer’s new website and app). The majority of products are created same-day, in-house.

D&AD

t ranks as one of the biggest accomplishments in Canadian advertising, though at first the judges found it kind of annoying. The annual report Calgary agency Wax created for the Calgary Society for Persons with Disabilities won a rare Black Pencil at May’s D&AD show in London—only the second ever awarded to a Canadian entry (Leo Burnett won the first in 2006). The report was put together with one single staple through the middle of it to convey, if only fleetingly, the challenges of living with a disability. “I picked it up and it just annoyed me and I thought this is just such a silly gimmick,” said judge Tim Greenhalgh, CCO of Fitch, in a D&AD video. “And then I went, oh crap,” his face revealing the magnitude of the revelation.

TEAL IS THE NEW BLACKS To reflect the changes in-store and to help bring the “playground” notion to life, Blacks also introduced a new logo designed by its creative agency of record, Taxi 2. Moving away from the traditional all-caps serif that included a small scale ‘S’ atop a red inverted triangle to mimic a shutter release button, the new logo features lower case font at the bottom of a light teal square frame. “The look and feel of the store, the brand, the uniforms, the packaging, everything needed to reflect that playground concept. It had to be fresh and fun and playful, including the brand,” says Richardson. “It needed to be a bit of a departure [from the previous iteration] because the [in-store] concept is a bit of a departure. I think the changes to the logo reflect that fresh new feel.”

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JOE GOES GLOBAL

not afraid of colour and I think these international markets are responding to that. Will your advertising have to change? I think Joe’s message is right on so I don’t think there’s a reason to change that. In preparation for the international market we’re shooting more known faces. This past campaign featured Victoria Secret model Behati Prinsloo but I don’t think the visual sensibility has changed at all. What we do in this international development is get a local PR ﬁrm to work on the project. Our partners typically have a marketing team as well so I’d say it’s three groups coming together. We’re not doing anything out of the ordinary. Obviously in the Saudi region there are some needs to pixilate skin, which becomes an interesting thing for the teams as they approach advertising. Does what happened in Bangladesh hurt the brands chances in Africa, Asia, Middle East or Europe? That’s a tragic thing and I think that we have made every effort to respond and we’re part of the [Accord on Fire and Building Safety in Bangladesh]. We are really being exceptionally tough about factories. I think it’s a tragic thing, but I think we have made every effort to do what we can do in that market. It would be irresponsible to exit it. Part of our commitment to the Accord is to continue to manufacture in Bangladesh in a very safe and intelligent way so that’s what we’re doing.

Joe Fresh COO Mario Grauso was hired last year to oversee international expansion. He spoke with Marketing about advertising plans overseas, the impact of the Bangladesh tragedy and what the team has learned from its deal with a struggling JC Penney. BY KRISTIN LAIRD

oe Fresh just opened in Korea, what do you know about the consumers that makes you think Joe Fresh will be successful internationally? I think that the international consumer is very aware of branding... they’re looking for a strong mission statement from companies and I think our modern twist on basics is appealing. I think the colour sensibility that Joe has established here is another very strong element internationally. Clearly Joe is

Joe Fresh partnered with JC Penney in 2012 for store-in-store concepts that put the Canadian line in nearly 700 stores across the U.S. Since signing the deal JC Penney has undergone a massive management shuffle. How is the relationship today? Huge change in management theories. It’s a different JC Penney today than the one Joe entered with so we’ve had to adjust and we changed placement on the ﬂoor, but it’s still a big business and we’re still happy with the results so there have been changes. I don’t think they’ve landed yet so we’re still working with them on the ideal assortment, ideal price point – all those issues, but we continue to have a good relationship with them and they’re nice partners.

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MARKETINGMAG.CA

WorldMags.net Has it changed the way you approach other markets? Well look, with every new partner you’re going to learn some lessons. You’re going to learn about their specific customer and the specific needs of that customer. Now that we’re entering Asia and the Middle East we’re already hearing specific needs in those markets. I think it makes the design team more aware as a business becomes global of how much they need to pay attention to what the consumer says about the brand and wants from the brand. Penneys was the beginning of the team learning about nuance and specific needs regionally. And the same with opening the New York stores as well. I think the consumer tells you who they want your brand to be as well. Obviously you have a starting place and you disseminate the core values of a brand via advertising and what the [store] interiors look like and what the product looks like, but the customer also starts to talk to you about the brand and I think this team is listening to that and making adjustments where needed.

Joe Mimran, founder of Joe Fresh, on location as the retailer expands into the Korean market.

WorldMags.net

FILTER

WorldMags.net

SOCIAL CAMP Sharknado was one of the social hits of the summer last year. Can the show’s marketers repeat the feat in 2014? BY RUSS MARTIN

hen a storm hits, it’s best to be prepared. The same goes for social media. When Sharknado took off online last summer, spawning 350,000 tweets, Michael Engelman was there to pour fuel on the ﬁre. As executive vicepresident of marketing for Syfy, the NBCowned cable channel behind the Sharknado, Engelman had his team jump on the social buzz, turning the campy B movie into a huge PR hit and a branding moment for the network. This summer Engelman

will reach into the same bag of tricks—from inﬂuencer outreach to celebrity cameos (below)—in hopes of making social lightning strike twice for the sequel, Sharknado 2, due out July 31. Syfy’s recipe for virality will be further tested yet again next year—it has already green lit Sharknado 3. Which celebs does Engelman want to see eaten by shark-ﬁlled tornados the third go around? “Any stars with a Twitter following of 100 thousand plus,” he laughs.

INFLUENCERS

Tweets from bonafide celebs like Mia Farrow and Patton Oswald helped launch the Sharknado phenomenon. For the sequel Engelman says Syfy has reached out to many of the same influencers, both organically and through “more substantial” paid deals. It will also share a “war chest of assets” from GIFs to behind the scenes photos with influencers ahead of the premiere.

SHARKS

Sharks are second only to cats as social media drivers. To take advantage of the thirst for shark-related content, Bell is crosspromoting Sharknado 2 and Discovery Channel’s super popular Shark Week.

CAMEOS

ADS

ISTOCK

The social buzz for Sharknado was 100% organic, but SyFy has earmarked dollars for paid social ads for the sequel. As for traditional media, Space is focusing on digital ads as well as on-air promos and radio. Though it’s doing cross channel ads and some paid media, Engelman says there won’t be a “blunt force paid spend.” “We don’t want that, we want a great social conversation,” he says.

Within 24 hours of its premiere, Sharknado 2 will have aired in 86 countries. Unlike last summer, Bell Media’s Space will air it as a simulcast in Canada. Trinh Tam, director of marketing at Bell Media, says the co-screening will also help Space to take advantage of the online American buzz. “Social has no borders,” she says.

Frank N Fu rte

SIMULCAST

Nostalgia for 90210 and American Pie alums Ian Ziering and Tara Reid drove interest in Sharknado. For the sequel, Syfy arranged a full on assault of stunt cameos: Perez Hilton, Matt Lauer, Andy Dick, Mark McGrath, Biz Markie, Kelly Osbourne and Pepa (as in Salt-n-Pepa) each of whom has their own “built-in audience,” and has become an “inadvertent marketer” for the ﬁlm through social, says Engelman.

People loved Sharknado because they were part of the experience and got to heckle via Twitter, not unlike the rabid crowds at showings of the cult classic once branded “pointless and plotless,” The Rocky Horror Show, says Paul Koidis, associate dean of media, art and design at Durham College. “The ﬁlm itself was mediocre, campy at best—which ott!” has parallels to Sharknado. You go for the t Sc a e r “G experience, to dress up and throw toilet paper. This could be a very modern example of that.”

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MARKETINGMAG.CA

WorldMags.net

Nancy Vonk and Janet Kestin’s new book, Darling You Can’t Do Both, offers anecdotes and advice for breaking the unspoken rules of business that hold women back

lready accomplished ad execs, Vonk and Kestin became worldfamous in 2005 for standing up to the infamous Neil French (the creative leader of their network at the time) for outrageously suggesting at a Toronto event that female creatives aren’t cut out to be CDs. A chapter recounts that troubling time and how little things have changed in the years after. Five years later, in the spring of 2011, a young woman came into Ogilvy to see me for a career chat. She was a student in an Ontario advertising program. She told me the story of a male copywriter from a Toronto ad agency invited to speak to students who were choosing a marketing major. During his talk, he advised the female students to avoid copywriting or art direction, as they would ﬁnd it impossible to succeed in jobs that are so demanding, with immense deadline pressures, once they became mothers. I thought I couldn’t have heard her correctly. “Was he older?” “No, in his thirties.” “Did your professor give him the hook?” “Well, no, but he did tell us later that was bad advice.” “Imagine the same advice being given at a lecture to female pre-med students or law students,” I said. “Wow, is making ads harder than being a doctor? Would someone like that be taken from the room by their ear?” She was one of many students in North America who have told me and Janet that sexism is still rampant in our industry —even at some of the very best schools. I thought back to the students who had told me that they wanted to switch careers after Neil’s speech, and wondered how many women

had changed their goals that day, just as I had around that age when one professor told me that journalism was a horrible career choice. The impact of an authority ﬁgure’s opinion at that stage is huge—certainly it had been for me decades earlier. In just two minutes, I crossed one of the most interesting career choices I had been considering off my list. Another young woman shared a tale with me, over many strong, black coffees, of outrageous behavior in a university classroom. Caroline Valenta is a friend and a recent architecture grad from a school in California. In a class one day in early spring, she was among a group of excited young people on the verge of taking their trade into the working world. Most of the students were women. On this particular day, the professor opted for a provocative dialogue. “Why do you think female architects are less well known than male architects?” he asked. He proceeded to show a video about women in architecture that highlighted their achievements. “I’ll let it speak for itself.” When the video was over, the professor looked around the room and asked again, “Why do you suppose female architects aren’t as well known as male architects?” Students looked at each other uncomfortably. A few looked at the ﬂoor. The odd hand went up. One woman spoke

Nancy Vonk and Janet Kestin

PHOTOGRAPHY JAIME HOGGE

WE’RE NOT THERE YET

hesitantly: “Because there aren’t as many of them?” There was a long silence. The professor answered his own question: “It’s because women’s skills aren’t on par with men’s in architecture.” When some challenged him, this accomplished architect responded with, “Come on, guys. I can’t believe you haven’t thought about it.” Caroline told me she didn’t think he meant to be harmful. Even if one is generous and accepts he had “good intent”—perhaps he was trying to manage expectations for these women when they went to get jobs (I’m trying here)—it didn’t stop Caroline from making the difficult choice to write a letter to the dean, decrying the professor’s remarks and challenging the university to take a stand on his diminishing of the majority of the students in the program. Luckily, she spoke up in the right way to the right person. The school opted to replace the professor. You’d hope—maybe even expect—to hear the youngest [among us] reporting in with stories showing that corners have been turned for their generation. Are we there yet? No.

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2014

EVENTS CALENDAR Marketing is proud to bring an outstanding number of industry professionals together with their peers, prospects and potential partners through a series of prominent awards galas and an extensive list of educational conferences. Event dates and locations to be announced shortly on our Marketing events calendar: www.marketingmag.ca/events

JUNE ➾ Media Innovation Awards (call for entries) SEPTEMBER ➾ Audience Intelligence Conference (September 9) ➾ Content Marketing Conference (September 24 ) OCTOBER ➾ Retail Insights Conference (October 8) (Brought to you by Marketing and Canadian Grocer)

➾ Digital Day Conference (October 20) (Brought to you by Marketing and the CMA)

To learn more about our events, please contact Kellie Smith GM, Conferences & Events kellie.smith@rci.rogers.com 416 –764 –1390

NOVEMBER ➾ Data Driven Marketing Conference (November 5) ➾ 2014 Media Innovation Awards (November 27)

To discuss sponsorship opportunities, please contact Carol Leighton Sales Manager carol.leighton@marketingmag.rogers.com 416 –764 –1544

WorldMags.net

WorldMags.net SOCIAL SCANNER STRATEGY/TACTICS

BY RUSS MARTIN

INDUSTRY

CHIRP

TINDER – SWIPE RIGHT OR LEFT?

TWEETED INSIGHTS, RANTS AND SURREALISM FROM CANADA’S MARKETING PEEPS

The social platform of the moment is attracting brand attention

Andrew Simon

CHIEF CREATIVE OFFICER AT CUNDARI @andrewlsimon

“Was asked today what it’s like to work for an independent agency. For starters, I don’t have to check with NY before answering.”

Misty Harris SENIOR NEWS WRITER AT POSTMEDIA @popcultini

“To behold the conﬁdence of people in deodorant ads is to assume therapists could just prescribe antiperspirant sticks & call it a day.”

Jaime Stein SENIOR MANAGER, SOCIAL MEDIA AT HOOTSUITE @jaimestein

“Sweet. A hair loss company started following me on Instagram. Talk about targeted advertising.”

Emily Nussbaum TV CRITIC FOR THE NEW YORKER @emilynussbaum

“So, what is with this phrase ‘native advertising’? It means ‘advertorial,’ right? I’m not an ad person but that idiom makes me shudder.”

Ivor Tossell FREELANCE WRITER FOR THE GLOBE AND MAIL

"One side-beneﬁt of targeted YouTube advertising is the re-emergence of endearingly terrible local advertising.”

Every time I see my single friends, they have a new Tinder story for me. The social app has taken over the dating world, pulling in 10 million users and making “swipe right” part of the cultural lexicon (for the uninitiated, that means you “like” a profile). Even brands are swiping right, like Volkswagen, which cited the app as inspiration for the new VW.com—a site that lovingly finds consumers the perfect match… of auto dealer. Fox and Dominos have love for Tinder, too, and were first to run beta ads on the service. In the social world, it’s hard to know whether to jump on new trends like Tinder as fast as these brands have. The target’s always moving: one minute Pinterest seems fresh and the next everyone is migrating to We Heart It. (Aside: are teens still using Snapchat?!) There are two schools of thought on the dilemma. The first is to strike now, before anyone else does. That camp includes Melonie Dodaro, founder of Kelowna-based social shop, Top Dog. If Tinder makes sense for your brand, Dodaro says to use it now while it’s still getting attention.

SOCIAL STATUS

(GLOBAL changes in active usage in the last six months)

% of internet users who have an account % of internet users who actively use the site

Instagram Tumblr Pinterest Google+ LinkedIn Twitter Facebook YouTube

SOCIAL TITANS (CANADIAN social network usage)

84%

“If I’ve learned one thing from Twitter, it’s that most people are at conferences most of the time.”

Ryan LaFlamme

54%

FOLLOW THEIR LEAD

THE NEW CLASS CATCHES UP

Steve Ladurantaye NEWS AND GOVERNMENT, TWITTER CANADA

Her policy? Waiting is a fool’s game in marketing. The opposing perspective: marketers chasing buzzy new tools aren’t courting consumers—they’re peacocking for other marketers. That’s what Sunta Sem, director of marketing at Montreal’s super social beauty brand Luxy Hair tells me. As someone who has “swiped at Tinder a time or two,” Sunta says she can’t see the value of putting her brand between Tinder’s parade of bathroom selﬁes. She tells me the scramble to be the ﬁrst on the latest zeitgeisty platform is about getting a PR hit, not selling a product. “The post-mortem on your campaign will likely show zero conversions,” Sunta says. “But you’ll get to be the cool kid on the internet for a hot minute.” With new platforms, speed matters—but relevance matters more. Fox did Tinder right, promoting faux profiles for characters from The Mindy Project, a show where dating is a recurring theme. It made sense. But if your brand has nothing to do with singles, Tinder’s not for you. If that’s the case, pass on Tinder without Fear Of Missing Out. The next platform of the moment is only a swipe away.

49%

25% 22% 7% 1% 3% 3% 6% 8%

% change in active usage

Before joining Tumblr as a creative strategist, Amber Gordon ran Denny’s fantastic, GIF-heavy blog. Now she’s privy to every trend on Tumblr and is sharing the riches with her NOW That’s What I Call Content newsletter (a nostalgic nod to the compilation record franchise); a must-read cheat sheet for what’s cool with the internet kids—and how brands are reaching them.

45%

COMMUNITY MANAGER AT ISOBAR @ryanlaf

31%

“I hate to break it to you, but social media isn’t a mystery. Be real. Be you. Be open to change. You’ll be ﬁne.”

23% Facebook

YouTube

15% Google+

21% 11% Twitter

GlobalWebIndex GWI Social Summary Q2 2014 study – the numbers compare Q2 2013 with Q2 2014

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JULY 2014 17

WorldMags.net

WorldMags.net GETTING CREATIVE INNOVATION/TECHNOLOGY/ADVERTISING

BY RAE ANN FERA

MAZDA “THE LONG DRIVE HOME” Given Instagram’s popularity, many brands want to have a presence on the photosharing site. But as with any hot social media platform, early popularity comes, in part, because brands are largely absent. Too often, when brands try to join the party, they behave poorly, and spoil the experience for others. Mazda, however, illustrated a deep understanding of how to behave on a social platform, providing a novel experience for users and a considerable lift for the brand. With little more than a clever plan and a clear understanding of Instagram, the result was arguably the most unique brand campaign the platform has seen.

With “The Long Drive Home,” JWT Canada created a months-long campaign that, when viewed in Instagram’s grid view, became one big picture telling the story of a bright red Madza’s drive home. Along the way the car encounters a cast of quirky characters (including a leprechaun and Big Foot), stops at key cultural events, and passes billboards with user-submitted content. THE BRIEF: Create a visual identity on

Instagram unique to Mazda. Art director Tim Zimmerman says that instead of approaching the visual identity on a per-photo basis, they tapped into the potential of the grid view. “We

wanted to tell a driving story to stay in line with the brand and a road trip allowed us to be very ﬂexible with events.”

calling for photo submissions,” says Zimmerman. “We then deleted the blank billboards and ﬁlled them in with our users’ content.” LINGUISTIC DETOURS: The agency col-

laborated with South American collective CWF3D, which created the very rich illustrations—though some instructions didn’t translate easily. “A leprechaun was a garden gnome in red; a green leprechaun was a gnome in green; at that point we realized that they don’t have leprechauns,” says Zimmerman. “And the majority of the campaign took place in the snow and the team from CWF3D has little to no experience with snow.”

MAPPING THE GRID: Since the agency

was simply using the platform in a unique way, there was no need to collaborate with Instagram. They simply posted video and images in batches of three to six from midDecember until the end of March, allowing them to maintain visual continuity of the road while also including retail content, sponsored events and animations. “We were able to showcase [user-generated] content by posting blank billboards and

A ROAD WORTH TRAVELLING: Since the

campaign wrapped at the end of March, Zimmerman says Mazda is approaching 600% growth on the account. “We started with 350 followers and the goal was a modest one: to double that following. The campaign not only brought in a large amount of followers (currently more than 2,300) but has people participating with the brand on an ongoing basis in a way that they didn’t before.”

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JULY 2014 19

WorldMags.net

THE 2014

MEDIA

INNOVATION GET AWARDS READY. CALL FOR ENTRIES OPEN IN JUNE.

Announcements will be made in the newsletter and online. WWW.MARKETINGMAG.CA/

The MIA gala takes place Thursday, November 27th at The Sheraton Centre Hotel.

WorldMags.net

WorldMags.net BRANDED DELUXE RETAIL/LUXURY

BY MARK TUNGATE

BACK ON THE ORIENT EXPRESS

Reviving an historic brand famous for style, glamour and taking things slowly Luxury air travel is certainly possible, but for a truly self-indulgent journey, you can’t beat the train. For one thing a train journey is time consuming—and everybody agrees that time is the ultimate luxury. The train I take the most often is the Eurostar, the express that links Paris and London via a tunnel beneath the sea—which still sounds like science fiction, even though it celebrated its 20th anniversary this month. A first class ticket is surprisingly affordable if you buy it a couple of months before your journey. For an extra €30 or so, you get a deeper and plusher seat, a stylish reading lamp, and a meal with a glass of wine served with considerable charm. Trains are on my mind because the Institut du Monde Arab (The Institute of the Arabic World) in Paris is currently hosting an exhibition about the Orient Express, possibly the most glamorous travel brand in history. You can’t miss the show—literally. There’s a locomotive parked right outside the museum. It’s the one that hauled an all-star cast through the 1974 film version of Murder on the Orient Express. The exhibition ostensibly celebrates the legendary train’s role in linking West with East. But the exhibition is really about branding—the mythology and heritage of the Orient Express. The visitor ambles through a series of vintage carriages (a sleeping car, a salon, a bar and a restaurant car), restored for the occasion and set-decorated to give the impression that celebrated passengers— from Mata Hari to Graham Greene—have just popped out for a cigarette on the platform.

There’s Mata’s nightgown! Here’s Graham’s typewriter and ashtray! The plot thickens (thank you, Dame Agatha) when we learn that the French railway operator, the SNCF, plans to re-launch the Orient Express brand. A spokesman said: “We intend to place the train at the heart of a brand universe, and create around it a leading name in the ﬁelds of travel and service… The aim is to enable customers to experience the French art of travel.” There’s no actual train service just yet. Instead there’s a range of Orient Express branded luggage and a trendy dining spot in the exhibition’s restaurant car, overseen by triple-Michelin-starred chef Yannick Alleno. But the SNCF is also considering a contemporary version of the Orient Express itself. According to an article in Le Monde, it has signed a licensing agreement with bed and mattress-maker Cauvel, and is looking for partnerships with palatial hotels that will put its passengers up for the night. “This won’t be the historic train, but a new symbol of luxury, of excellent service and deliberately

‘slow’ travel,” said the SNCF’s Orient Express development director, Frank Bernard. All this is wonderful for the SNCF, and the Institute, and the visitors who’ve been queuing around the block for the exhibition. But somewhat less jolly for Orient-Express Hotels, the hotel and leisure group that previously licensed the brand name from the SNCF and this year had to change its name to Belmond, a play on the French term for “beautiful world.” Belmond CEO John Scott said the new name gives the company “a fresh opportunity” to tell its story, describing it as a “new chapter.” The company is expected to embark on a major advertising campaign. One might feel a twinge of sympathy for Belmond, but is the departure of “Orient Express” as a corporate brand name for a host of travel experiences really a setback? The company now has an opportunity to shine in its own right, rather than bathing in the reﬂected glory of just one of its brands. Interestingly, the SNCF seems to have adopted the hotel group’s former strategy, using the words “Orient Express” to evoke a stylish atmosphere that can be applied—in classic luxury branding style—to any number of products and services. For the French railway operator, as for most us, the Orient Express is more than just a train. Mark Tungate is based in Paris. His column from the capital of fashion and luxury appears regularly.

“I VANT TO TRAVEL IN LUXURY.” CP IMAGES

Luxury trains exist in approximately 40 countries. Including Transylvania.

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JULY 2014 21

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PRESENTED BY THE BROADCAST RESEARCH COUNCIL AND MARKETING

CAN AD I AN TELEV I S I ON PRE V I E W

Your network-by-network guide to the hottest new programming in the country Compiled by Chris Daniels WorldMags.net MARKETINGMAG.CA

JULY 2014 23

WorldMags.net

letter FROM THE BROADCAST RESEARCH COUNCIL

methodology Program information for the BRC Fall TV Season Preview is provided by the networks and edited for space and clarity by staff at Marketing magazine. Program schedules were accurate as of June 12, 2014 and are subject to change. For some channels, no new fall programming was made available by press time and therefore those channels are not included. Only channels with shows that are new for them and premiering during the summer/fall seasons are listed.

WELCOME TO THE MARKETING MAGAZINE AND BRC 2014 FALL TELEVISION PREVIEW

t’s that time of the year where the networks restock the shelves with new product. This fall the networks are dialing up their game with fresh program concepts, unprecedented production values and big-name talent. Dramas continue to build momentum and comic bookthemed programs are on the rise, while comedies and competition realities are scaling back. New programs include Blackish (City), Constantine (Global), Cristela (CHCH), Forever (CTV), Gotham (CTV), Gracepoint (Global), How to get Away with Murder (CTV), Madam Secretary (Global), Marry Me (Global), NCIS: New Orleans (Global), Peter Pan Live (CITY), Scorpion (CITY), Stalker (Global), Strange Empire (CBC), The Flash (CTV), The Honourable Woman (CBC), The McCarthys (CTV), The Mysteries of Laura (CTV) and Utopia (CITY). To keep up with consumer demand for content 24/7, the conventional networks will continue to program all year round to keep consumers connected and engaged. Specialty networks are mimicking the same strategy to

keep viewers coming back week after week. The big talk this year with the networks is harnessing big data. A key platform at this year’s upfronts is how marketers can better use audience data and behaviour to further optimize buys and lead to better ROI. Television has never been in a better position. Fresh highquality content available year round across all screens and the addition of audience data optimization opportunities will contribute to a better viewing and advertising experience. On behalf of the BRC, I want to thank our corporate sponsors for their continued partnership: Gold sponsors Nielsen, BBM Analytics, BBM Canada, Active International; Silver sponsor Quebecor Media and Bronze sponsor TVB. I would like to express the BRC’s appreciation of our gala sponsors. We thank our Platinum sponsor, CTV, for providing the wine at this year’s gala and photo booth experience. We also thank both Shaw Media and CBC for sponsoring our pre- and post-gala cocktail event and Marketing magazine, our media

publishing sponsor. Thanks to our members for your support and to this year’s 2013/14 board of directors: Anthony Attard, Rogers; Chris Overholster, MediaCom; Diana Hansen, Bell Media; Diane Sugai, CBC; Elise Rochefort, Bell Media; Inese Korbs, MediaBrands; Jenny Jones, Nielsen; Kelly Fedoruk, Shaw Media; Kimberly Williams, Shaw Media; Leith Higdon, MediaBrands; Lucy Collin, Bell Media; Melissa Borges, PHD; Michael Abraham, BBM Analytics; Monika Ercolani, TVB; Natasha Arzumanian, BBM Canada; Robin Legassicke, M2Universal; Rosemary Cooper; Simone Lawrence, CBS Radio; Todd Paterson and Karine Picard, TVB.

Sincerely,

Robert Da Silva Managing Director, Client Leadership And Trading, Mindshare President, Broadcast Research Council 2012/2014

WorldMags.net 24 JULY 2014

MARKETINGMAG.CA

WorldMags.net FALL TV PREVIEW

monday STATION

8:00

8:30

CBC

Murdoch Mysteries

CITY

2 Broke Girls

CTV GLOBAL

10:00

10:30

Strange Empire

The National

Scorpion

2 Broke Girls

Gotham

Forever

Castle

NCIS: Los Angeles

Sleepy Hollow

The Blacklist/State Of Affairs Starting In November

Mom

Two and a half men

New timeslot

STRANGE EMPIRE CBC

From Durham County screenwriter Laurie Finstad comes this gritty three-party drama about a group of women forced to replace prostitutes in a frontier Canadian town.

SCORPION CITY

9:30

A high-octane drama inspired by true events about a brilliant team of misﬁts who are the last line of defense against high-tech threats. Cast includes Elyes Gabel (World War Z), Eddie Kaye Thomas (American Pie movies) and Jadyn Wong (Cosmopolis).

GOTHAM CTV

An origin story of Batman characters with Commissioner Gordon and his rise from rookie detective to commissioner at the centre. Southland’s Ben McKenzie plays the commissioner in the gritty drama that also features the villains and a young Bruce Wayne.

FOREVER CTV

A New York City medical examiner (Ioan Gruffudd, Fantastic Four) hasn’t aged in 200 years, a secret only known to his 75-year-old best friend (Judd Hirsch, Damages). But things get complicated

when he attracts the attention of an NYPD detective (Alana De La Garza, Law & Order: Special Victims Unit).

STATE OF AFFAIRS GLOBAL

Dramatic thriller casts Katherine Heigl (Grey’s Anatomy) as a CIA analyst working for the President (Alfre Woodward). When she isn’t assembling the daily briefing for her boss, she is plotting to bring to justice the perpetrators who killed her ﬁancé—who was also the president’s son.

network

New show

9:00

SHOW: GOTHAM NETWORK: CTV

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WorldMags.net

To provide a little more context with this yearâ&#x20AC;&#x2122;s Fall TV WorldMags.net preview, Mindshare conducted original research to paint

A clearer

a more complete picture of what Canadians are watching. Compared to 2009, total minutes viewed remain consistent at about 83,400 in 2013.

prime

picture Comedy

Drama

Movie

News/Talk

Reality

Sports

Total Minutes Viewed by Genre

Other

2013

15%

45%

5 %6 %

23%

2012

16%

44%

6 % 8%

22%

3% 3%

15%

2011

45%

7% 5 %

22%

numbers PRIME TIME REMAINS THE MOST WATCHED TIME PERIOD

83,422 PRIME MINUTES

3% 1 4%

2010

2009

45%

10%

7% 6 %

47%

24 %

9% 7%

22% 3%

Programming Hours by Genre 2013

19%

35 %

10%

11%

20% 1%

28%

2012

35%

16%

12% 3%

2011

16%

37 %

14%

11%

16% 3%

2010

15%

2009

14%

36 %

34 %

14%

16%

14%

17%

14%

17%

224,474 TOTAL MINUTES

37% PRIME = 13% OF HOURS

While prime time makes up just 13% of the television schedule it accounts for 37% of the total minutes viewed during the fall.

3% Source: InfoSys TV BBM/PPM Data - Mon-Sun, 8-11P, Fall 2009-2013

WorldMags.net 28 JULY 2014

MARKETINGMAG.CA

FALL TV WorldMags.net PREVIEW

tuesday STATION

Rick Mercer Report

8:30

9:00

This Hour Has 22 Minutes

9:30

The Honourable Woman

CITY

Utopia

New Girl

CTV

The Flash

Marvel’s Agents Of S.H.I.E.L.D.

GLOBAL

NCIS

NCIS: New Orleans

New show

The Mindy Project

10:00

10:30

The National

2 Broke Girls

Two and a half men

Person Of Interest Chicago Fire

New timeslot

THE HONOURABLE WOMAN CBC

Eight-part political thriller from the BBC that stars Maggie Gyllenhaal as a businesswoman with a traumatic past who becomes embroiled in the Israel-Palestine conﬂict—and ﬁnds herself under the scrutiny of the Secret Intelligence Service.

SHOW: THE HONOURABLE WOMAN NETWORK: CBC

UTOPIA CITY

Unscripted reality series takes 15 modern pioneers to a secluded piece of land with no facilities, no laws and no rules. There they have one year to build a new society. From the executive producers of The Amazing Race and Dancing with the Stars.

THE FLASH CTV

From the creative team behind Arrow comes this superhero drama about a police scientist who ﬁnds he can move at super speeds in the aftermath of an accident. Grant Gustin reprises the role he ﬁrst played on Arrow.

network

CBC

8:00

NCIS: NEW ORLEANS CTV

Scott Bakula headlines the latest NCIS spinoff about the ﬁeld office in the Big Easy that investigates criminal cases affecting military personnel. Co-stars Lucas Black, Zoe McLellan and CCH Pounder.

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No ifs, ands, or bots about it, Canadians now spend almost half their waking hours consuming media, and 47% of those hours are spent watching video. That’s as much as web browsing, listening to music, reading and gaming combined. Nothing engages people more - no platform delivers a bigger, more committed audience every day than TV.

It’s what we watch

83% 76% Canadians view 56 million hours of commercial television a day, more than 83% of their total video viewing time.

TV is the universal screen. 89% of consumers have one, and they use it for 80% of their video viewing hours.

TV is a high priority medium for consumers. 76% of commercial TV viewing hours are spent on ﬁrst-run programs.

It’s what we care about HALF

$80

57%

68% TV is part of our lives. 68% of Canadians consider TV part of their daily routine, and half insist on giving it their “full attention” while watching.

2/3

We care enough to pay for it: $80 a month on average.

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We commit to TV. 2/3 of us have shows we have been loyal to for more than 5 years, and 57% of us confess to “missing” those shows when their seasons end.

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Itâ&#x20AC;&#x2122;s what we share

48% TV is consumed socially. 48% of our viewing hours are spent with other people.

32% For Millennials, TV is even more important to social sharing. The most social generation is 32% more likely to use television as a way to connect with friends and family.

43% TV connects us. 43% of us talk about TV with family and friends.

Thanks to brilliant content, stunning viewing technologies and the amplifying effect of social media, itâ&#x20AC;&#x2122;s where what matters gets watched.

TV tells the stories that connect us. Television Bureau of Canada To download The New TV Landscape research presentation, visit tvb.ca/pages/TV

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wednesday STATION

8:00

8:30

9:00

9:30

10:00

10:30

CBC

Dragon’s Den

Republic Of Doyle

CITY

Hell’s Kitchen

Modern Family

CTV

Arrow

Criminal Minds

Grey’s Anatomy

GLOBAL

Survivor

Chicago PD

Stalker

New show

The National Two and a half men

2 Broke Girls

Black-Ish

New timeslot

BLACK-ISH CITY

Comedy series depicts the life of an upper middle-class black man struggling to raise his kids with a sense of cultural identity. Anthony Anderson from Guys With Kids leads a cast that also includes Laurence Fishburne as Anderson’s old-school father.

laughing

Canadian viewing of comedy programming has been relatively stable since 2010, representing about 15% of all minutes viewed.

matters

THE MYSTERIES OF LAURA CTV2

Debra Messing (Will & Grace) stars as a New York City police detective who often throws off suspects with her disheveled demeanor. But it’s no act: she is the mother of six-year-old twin boys and has a complicated relationship with her soon-to-be ex-husband (Josh Lucas, The Firm).

Animation

Multi Cam

HOURS SCHEDULES BY SUB-GENRE

STALKER GLOBAL

Dylan McDermott and Maggie Q star in this psychological thriller from executive producer Kevin Williamson (The Following, The Vampire Diaries) about an elite Los Angeles police unit that handles stalking cases.

Live/Sketch

45%

Single Cam

TOTAL MINUTES BY SUB-GENRE

9% 37%

57%

7% 27%

2013 SHOW: THE MYSTERIES OF LAURA NETWORK: CTV2

SHOW: STALKER NETWORK: GLOBAL

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network

PREVIEW

SHOW: BLACK-ISH NETWORK: CITY

dramatic

While Canadians spend almost 45% of their TV viewing watching drama, just 35% of total programming hours were for dramas.

opportunities SciďŹ /Fantasy Action/Suspense Family/Relationship Forensic Crime Legal Medical Period Police Procedural

2013

HOURS SCHEDULES BY SUB-GENRE

16%

TOTAL MINUTES BY SUB-GENRE

48%

18%

6% 53%

6% 4% 9%

9% 5% 3% 4%

2% 4% 5%

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JULY 2014 33

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thursday STATION

8:00

8:30

9:00

9:30

10:00

10:30

CBC

The Nature Of Things

Doc Zone

The National

CITY

The Bachelor Canada

Scandal

2 Broke Girls

CTV

The Big Bang Theory

GLOBAL New show

Bones

The Millers

Two And A Half Men

The Mccarthys

Two and a half men

How To Get Away With Murder Parenthood/ Elementary (November)

Gracepoint

New timeslot

THE MCCARTHYS CTV

Multi-camera comedy about a sports-crazed Boston family and their gay son (Tyler Ritter, son of the late John Ritter) who becomes his father’s assistant high school basketball coach much to the chagrin of his more athletic siblings. Jack McGee (Common Law) and Laurie Metcalfe (The Big Bang Theory) play the parents.

keeping it

The trend in reality is away from competition shows. In 2009 95% of scheduled reality programming was for competition shows, but by 2013 that number had dropped to 84%.

real

Competition Unscripted

HOW TO GET AWAY WITH MURDER CTV

Oscar-winning actress of The Help Viola Davis portrays a brilliant professor who gets entangled in a murder case with four law students from her class. From Grey’s Anatomy and Scandal creator Shonda Rhimes.

HOURS SCHEDULES BY SUB-GENRE

TOTAL MINUTES BY SUB-GENRE

36%

16%

GRACEPOINT GLOBAL

Ten-episode mystery series about the tragic death of a young boy found on an idyllic beach in a seaside town. Stars Anna Gunn, Kevin Zegers, Jacki Weaver and Michael Pena.

64% 84%

2013

SHOW:

THE MCCARTHYS

NETWORK: CTV

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FALL TV WorldMags.net

PREVIEW

network

insights on TV Aside from crunching the numbers, Mindshare provided some interpretation and insights about trends in TV. The big change in comedy has been the drop in single-cam programming and viewing and the increase in multi-cam. Multicam shows, like Big Bang Theory, make up 45% of scheduled hours and 57% of minutes viewed, up from 14% and 21% in 2009. Single cam shows, like Modern Family, make up 37% of scheduled hours and 27% of minutes viewed, down from 49% and 51% in 2009. Drama remains number one in terms of total viewing minutes and hours scheduled. In 2009, total hours scheduled was 34% compared to 35% in 2013. In terms of minutes viewed, drama represented 47% of the total in 2009 and 45% in 2013.

SHOW: HOW TO GET AWAY WITH MURDER NETWORK: CTV

Police procedurals make up most of the scheduled hours of drama programming at 17%, up 6% from 2009. Meanwhile, forensic crime and medical shows are both down 9% from 2009. Reality is showing signs of no longer being the â&#x20AC;&#x153;water coolerâ&#x20AC;? programming it once was. From 2009 to 2011, live programming decreased just 5%. Between 2011 and 2012, live programming dropped 6% and another 3% in 2013.

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For more information visit shawmedia.ca/advertising

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friday STATION CBC CITY

8:00

9:30

10:00

10:30

Rick Mercer Report

The Fifth Estate

The National

Package Deal

The Middle

Utopia

2 Broke Girls

Grimm

Blue Bloods

Hawaii Five-0

Border Security/Constantine starting in November

The Amazing Race

GLOBAL

About A Boy

MARRY ME GLOBAL

9:00

Marketplace

CTV

New show

8:30

Marry Me

Two and a half men

New timeslot

Comedy about a couple (Ken Marino, Childrenâ&#x20AC;&#x2122;s Hospital and Casey Wilson, Happy Endings) who begin the journey to their wedding day only to discover that getting engaged was the easy part.

live

CONSTANTINE GLOBAL

Following a tragic incident, a con man and exorcist (Matt Ryan) checks himself into an asylum. But when a cryptic message calls him out he saves the life of a stranger (Lucy Griffiths) to whom he is connected. Based upon characters from DC Entertainment.

vs.

playback SHOW: CONSTANTINE NETWORK: GLOBAL

While total minutes viewed is almost unchanged since 2009, what has changed is how many of those minutes are viewed live vs. playback.

ALL PROGRAMMING 2009 2013

Live 91% 78%

Playback 9% 22%

Live 88% 78%

Playback 12% 22%

Live 89% 74%

Playback 11% 26%

Live 89% 76%

Playback 11% 24%

COMEDY 2009 2013

DRAMA 2009 2013

REALITY 2009 2013

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saturday STATION

8:00

8:30

9:00

9:30

10:00

network

PREVIEW 10:30

CBC

Hockey Night In Canada

CITY

NHL: Hockey Night In Canada

CTV

Comedy Night On CTV

Documentary Showcase Parenthood Starting In November

GLOBAL

Crime Time

Canadian Documentary Spotlight

Game 2 Hockey Night In Canada

NHL HOCKEY CITY

One of the biggest primetime shake ups of the fall will see NHL hockey on Rogers channels on Saturday and Sunday nights. More than 130 regular season games are scheduled for Saturday nights. Including City a total of 13 networks will broadcast NHL games: CBC, Sportsnet, Sportsnet One, Sportsnet 360, FX Canada, and in Quebec TVA, TVA Sports and TVA Sports 2. And on Sundays, coverage includes a half-hour pre-game show. Ron Maclean will anchor a new program, Hometown Hockey Community Celebration, during Sunday night broadcasts.

SHOW: NHL HOCKEY NETWORK: CITY

sunday STATION

8:00

8:30

9:00

9:30

10:00

10:30

CBC

Canada’s Smartest Person

CITY

NHL: Hometown Hockey

CTV

Once Upon A Time

Resurrection

CSI

GLOBAL

Madam Secretary

The Good Wife

The Simpsons

New show

CBC Selects (Short Films)

The National Revenge

Family Guy

New timeslot

MADAM SECRETARY GLOBAL

Téa Leoni is Elizabeth McCord, the newly appointed Secretary of State, who battles office politics and circumvents protocol as she negotiates global and domestic issues, both at the White House and at home. Also with Geoffrey Arend, Bebe Neuwirth and Tim Daly.

MULANEY GLOBAL

Based on the life and stand-up comedy of Saturday Night Live’s John Mulaney, the series follows an aspiring comedian hired to write jokes for an over-the-top game show host who used to be a major stand-up comedian (Martin Short). Airing at 7 p.m. followed by The Simpsons.

SHOW: NETWORK: GLOBAL

MADAM SECRETARY

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JULY 2014 39

FALL TV WorldMags.net PREVIEW

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FAKE OFF

Performers reimagine iconic moments in pop culture.

FRIENDS OF THE PEOPLE

Comedy series combines scripted sketches, man-on-the-street segments and more.

HAIR JACKED

From the producers of Hollywood Game Night, a game show in which contestants have the chance to win cash prizes—but one wrong answer and they could be sent packing with a horriﬁc haircut.

HOW TO BE A GROWN UP

Through interviews, sketches and animation, comics offer humorous advice to universal issues facing adults who feel like they’re a kid stuck in a grown-up body.

JOKERS WILD!

From the producers of Impractical Jokers comes this series featuring comics Joe Gatto, Sal Vulcano, Brian “Q” Quinn and James “Murr” Murray.

SHOW: I’D KILL FOR YOU NETWORK: INVESTIGATION DISCOVERY

MY TINY TERROR

Dog trainer Jacqueline Wilson trains some of the naughtiest and tiniest pooches.

INDIA’S SINGING STAR WITH YO YO HONEY SINGH Rapper and music producer Honey Singh hosts a talent search for India’s next singing sensation.

THE GAME

Spy thriller set in the Cold War where enemies and allies can’t always be separated. Stars Tom Hughes, Brian Cox and Paul Ritter.

JONATHAN CREEK

Comedy drama series about a magician (Alan Davies) who is often called upon to solve puzzling murders.

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WorldMags.net shows in Canadian history brings back tap-dancing dots and pint-size magicians. Hosted by Jason Agnew and Jaclyn Colville.

DEADLY POLE TO POLE

Adrenaline junkie Steve Backshal embarks on a journey from the Arctic to the Antarctic in search of the deadliest animals.

EXTRAORDINARY ANIMALS

Talking gorillas, arty elephants and clever octopus—this isn’t the world of Doctor Dolittle but a reveal of some extraordinar animals.

NAOMI’S NIGHTMARES OF NATURE Naomi comes face to face with nature’s nightmares—animals that are weird, dangerous or downright scary.

CRISTELA

A multi-camera comedy loosely based on the life of stand-up comedian Cristela Alonzo, an American Latina straddling two cultures while not fully belonging to either. Halfhour comedy broadcasts Friday nights in Ontario.

SKYSCRAPER LIVE WITH NIK WALLENDA

Wallenda, known as “The King of the High Wire,” attempts to tightrope walk across the iconic Chicago skyline untethered.

Eliza Coupe from Happy Endings stars in this single-camera comedy as a corporate attorney who ends up working as a public defender after a nervous breakdown.

Animated preschool series based on the Paul Frank family of animal characters.

KIRBY BUCKETS I F–ING LOVE SCIENCE

BENCHED

JULIUS JR.

Late-night talk show host Craig Ferguson hosts this mix of live-action, animation, and recreations that demonstrate the random manifestations of science.

SWALLOWED BY A SINKHOLE

Live-action and animation bring a 13-year-old aspiring animator’s imagination to life.

STAR WARS REBELS

Set 14 years after the formation of the Galactic Empire, the series follows a motley group of rebels— all of whom have been affected by the Empire.

This special unveils the science behind the scary epidemic.

LEGENDS

Action-drama about a deep-cover operative (Sean Bean from Game of Thrones) based on the novel by Robert Littell.

RUSH

Premiering in July, drama series about an on-call doctor (Tom Ellis) who is highly discreet and will treat anything if the client can pay his cash-only premium.

YOUNGER

Comedy series follows a suddenly single mother (Sutton Foster) who gets a makeover from her best friend (Debi Mazar) so she can pass herself off as a twenty something in the workplace. She soon lands a job teaming up with a real twenty something (Hilary Duff ).

BACK ROAD BOUNTY

Join two pickers, Marty and Bam Bam, as they hit the road in cottage country to ﬁnd hidden treasures for re-sale.

BITCHIN’ RIDES

A reality series about the owner and operator of a company that custom designs cars, from ’30s Hot Rods to Ferraris.

GOLD FEVER 747: THE DEFINITIVE GUIDE

The story of the most famous icon of the skies—the jumbo jet.

MIGHTY CRUISE SHIPS

A companion to Mighty Ship, this spin-off zeroes in on ﬂoating resorts and at-sea boutique hotels.

This four-part mini-series follows the story of the California Gold Rush.

LONDON NEXT STOP

A tribute to the multifaceted city of London from a wide variety of historical, cultural, and sociological views.

Rocker turned renovator Daryl Hall (of Hall and Oates) restores an 18th century home in Connecticut.

FIRST TIME FLIPPERS

Novice real estate tycoons set out to turn a profit by flipping their first home.

RENOVATE TO RENT

Real estate agent Drew Levin and his partner, contractor Danny Perkins, buy old foreclosed houses, renovate them and then rent them out for top dollar.

SHOW: LITTLE WOMEN LA NETWORK: LIFETIME

OVER THE GARDEN WALL (ONLY IN FRENCH-SPEAKING CANADA) A 10-part mini-series about two brothers trapped in a mysterious world.

TINY TALENT TIME

The new incarnation of one of the longest-running family

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DARYL’S RESTORATION OVER-HALL

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FALL TV WorldMags.net PREVIEW GIRL MEETS WORLD

Girl Meets World retells heart-warming stories from the hit ’90s series Boy Meets World did—only this time from the perspective of a tween girl.

THE 7D

An animated comedic take on the Seven Dwarfs set in the contemporary storybook world of Jollywood.

BLOOMBERG SPORTS STATS INSIGHTS Hosted by Shannon Sommerville, a fantasy sports news show highlighting the day’s performances, injuries and transactions.

FNTSY SPORTS TODAY

Host Laura Diakun and special guests bring the latest news and fantasy spin from every major sport.

SHOW: DOWN EAST DICKERING NETWORK: HISTORY

5 ROUNDS

John Ramdeen and Robin Black provide insider analysis on mixed martial arts with a focus on techniques, stats and major news stories.

FIGHT NEWS NOW

Examining all the stories in combat sports including the week’s newsmakers.

THE SHATNER PROJECT

William Shatner and his wife Liz renovate their California home.

RESORT RESCUE

Hospitality consultant Shane Green helps struggling hotels and resorts uncover what’s going wrong.

KOURTNEY & KHLOE TAKE THE HAMPTONS

The Kardashian girls manage the initial struggles of opening their ﬁrst pop-up store in the Hamptons.

A look at the outrageous “stunt foods” at fairs and carnivals, the wacky characters that create them, and the culinary thrill seekers who devour them.

GHOST ADVENTURES: AFTERSHOCKS

Paranormal investigator Zak Bagans speaks with characters from the Ghost Adventures series about how their lives have changed since he paid them a visit.

HOTEL SECRETS & LEGENDS

Tales of war stories, secret spies, and mob deals gone wrong that took place in hotel rooms across America.

BOTCHED

Eight-episode reality series focusing on ﬁxing botched plastic surgery.

DVF

Docu-series, set at fashion icon Diane Von Furstenberg, explores the relationships between an ultrasuccessful boss and her eight eagerto-please associates in training.

CARNIVAL EATS

TVB GLAMOROUS PARTY

A celebrity show ﬁlmed in Toronto featuring Hong Kong artists.

LIFETIVAL

An introduction to extravagant lifestyles.

CHOPPED: ULTIMATE CHOPPED CHAMPIONS TOURNAMENT

In this four-part series previous Chopped champions return to compete for a second time, with one competitor reclaiming the title and another $10,000.

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WorldMags.net CHOPPED TEENS

In each episode four talented teenage cooks attempt challenges that often throw off trained professionals.

FARMHOUSE RULES

Lifestyle and cooking show centred on Nancy Fuller’s kitchen and the Hudson Valley farming community that supplies it.

FOOD TRUCK FACE OFF

One-hour competition series that sees wannabe food truck owners square off in a curb-side ﬁght for customers.

today’s technological achievements were developed centuries ago.

MARRIED

Half hour comedy about a couple remembering they’re best friends even though kids, debt and suburbia have rained on their romance.

THE STRAIN

High-concept thriller tells the story of a doctor (House of Cards’ Corey Stoll) who is called upon to investigate a mysterious viral outbreak with hallmarks of an ancient strain of vampirism.

YOU’RE THE WORST

Comedic love story about what happens when two toxic people fall in love despite themselves. Aya Cash (The Wolf of Wall Street) and Chris Geere (The Spa)star.

BRAD MELTZER’S LOST HISTORY

Hosted by Decoded’s Brad Meltzer, the show presents cases of objects gone missing—some for good and others found much later.

Premiering in July, bittersweet halfhour series is the story of a woman of a certain age (Kim Cattrall) and her long-time husband (Don McKellar) attempting to change their lives.

IN SEARCH OF ALIENS WITH GIORGIO

Giorgio Tsoukalos (Ancient Aliens) visits alien abduction sites.

UNITED STUFF OF AMERICA

Each episode, Pawn Stars host Rick Harrison reveals a chapter of American history in 10 objects.

HOUSE HUNTERS INTERNATIONAL RENOVATION

From Denmark to the Dominican Republic, home seekers around the world navigate the sometimes rough waters of buying real estate in other countries.

LAKEFRONT BARGAIN HUNT

AMERICAN HORROR STORY: FREAK SHOW

The newest installment follows a German ex-pat who runs one of the few remaining freak shows in the 1950s. Jessica Lange, who appeared in earlier installments Coven and Asylum, returns for 2014, along with Angela Bassett and Kathy Bates.

SENSITIVE SKIN

THE KNICK ANCIENT IMPOSSIBLE

Ancient Impossible uses modern-day analogies to reveal how many of

Stars Clive Owen as one of the staff at Knickerbocker Hospital in 1900 New York who pushes the bounds of medicine at a time of high mortality rates. Steven Soderbergh directs.

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In each episode a family goes on the hunt for surprisingly affordable lakefront properties.

MIKE’S ULTIMATE GARAGE

Mike Holmes along with his son, Mike Jr., builds the ultimate garage on his own property in this two-part, one-hour special.

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SHOW: STAR WARS REBELS NETWORK: DISNEY XD

MY BIG FAMILY RENOVATION

Family of seven move into a larger home—and deal with daily life as they renovate the ﬁxer-upper.

RENO ROOKIES

Pro-football player turned contractor tackles failed DIY projects.

SOLD ON THE SPOT

A real estate agent teams up with couples who take desperate measures to get into their dream neighbourhood by knocking door to door with an offer to buy that expires in 24 hours.

THE JENNIE GARTH PROJECT

Recently single actress and mom of three Jennie Garth strips a Hollywood Hills home to the studs and builds it back into her dream house.

VACATION HOUSE FOR FREE

Matt Blashaw helps couples acquire a vacation home—mortgage free!

THE HUNT BIKER BATTLEGROUND PHOENIX

A look at the competitive custom bike building business in Phoenix, Arizona. An ensemble cast of ﬁve of the most talented and aspirational bad boys of the business from rival shops, compete day and night for customers.

DOWN EAST DICKERING

Follow New Englanders for whom “dickering”—living on your own terms through odd jobs, crazy barters and other ways to make a quick buck—is a way of life.

Narrated by Metallica’s James Hetﬁeld, The Hunt documents a group of hunters who head into Alaskan wilderness in hunt of the Kodiak brown bear.

Cable premieres of hit ﬁlms on IFC include Midnight in Paris, Young Adult, Project X, Chernobyl Diaries and The Apparition.

Chilling crimes where the offenders use their lovers as murder weapons.

DELIVERANCE CREEK

Drama about a widow and mother of three (Six Feet Under’s Lauren Ambrose) determined to protect her family and land during the Civil War.

LITTLE WOMEN: LA

Docu-series of a group of smart, sexy and funny girlfriends—who also happen to be little people.

PAWNOGRAPHY

This half-hour game show set in Las Vegas pits contestants who think they are aces at history against Rick Harrison, co-owner of Gold & Silver Pawn Shop.

I’D KILL FOR YOU

DIABOLICAL

Each episode dives into the particular psychological workings of an individual murderer.

THE RED TENT

Historical miniseries based on the best-selling novel by Anita Diamant featuring Minnie Driver, Morena Baccarin and Debra Winger.

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WorldMags.net ILLUSIONS OF GRANDEUR

HAPPYLAND

Soapy teen comedy exploring the underbelly of one of the country’s most popular theme parks. Stars Bianca Santos (The Fosters) as a cynical teen working at the park.

DR. K: EXOTIC PET VET

Dr. K, veterinarian to the “exotics,” treats a colourful array of Florida’s most exotic pets including a macaw, a chinchilla, galago, a ferret, and guinea pigs.

Magician Zack Mirza follows in the footsteps of the greatest magicians in this unscripted reality series.

MOHAWK GIRLS

In this series, four twentysomethings try to ﬁgure out what it means to be modern-day Mohawk women.

SMOKY MOUNTAIN MONEY

Three groups of Appalachian locals compete to forage for a rare but desired cash crop, ginseng, within the wild of the Smoky Mountains. No electricity, no jobs, and no law enforcement, means it’s every man for himself in a bid to survive off the land.

WICKED TUNA: NORTH VS SOUTH

Fan-favourite Captain Dave Marciano heads to the Outer Banks of North Carolina for the winter blueﬁn tuna season, where the locals are also looking for the same catch.

NOMADS OF THE SERENGETI

Guide Jean Du Plessis takes viewers on a trip through the Serengeti with migrating wildebeest.

TULSA (WORKING TITLE)

Two-night miniseries about the largest race riot in U.S. history starring Octavia Spencer (The Help).

DOMINION

Based on characters from the ﬁlm Legion, an epic supernatural drama set in the year 25 A.E.

OUTLANDER MY NAME IS LOVE: THE DARLENE LOVE STORY

Outlander is the story of a married combat nurse from 1945 who is swept back in time to 1743.

Biopic of one of the iconic musical voices of the 1960s, Darlene Love (portrayed by singer Toni Braxton).

CLOSE UP KINGS

PARADISE LOST

Unscripted reality series of three best friends and sleight-of-hand artists who attempt to outperform one another.

Eight real-life tales of foreign dreams that became bone-chilling nightmares, featuring home videos, re-enactments and interviews.

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EXTREME GUIDE TO PARENTING

Each episode gives a candid look at two separate households with different forms of parenting

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FALL TV WorldMags.net PREVIEW

SHOW: DIABOLICAL NETWORK: INVESTIGATION DISCOVERY

HANDSOME DEVILS

This series recreates 10 crimes in a suspense-ﬁlled format.

LADIES OF LONDON

Docu-series follows a group of elite British socialites and American expats who all run in similar social circles but are worlds apart.

MILLION DOLLAR LISTING

Million Dollar Listing has expanded to Miami where three luxury real estate agents battle it out for the next big listing. The mansions are larger, the high-rises taller, the amenities are more luxurious.

ONLINE DATING RITUALS OF THE AMERICAN

Docu-series unmasks the world of online dating culture from the male perspective, with two men hunting for their ideal partner (or ﬂing).

SEE NO EVIL

A six-part true crime series in which real surveillance footage is used to solve a crime.

SOUTHERN CHARM

Six singles struggle with the constraints of their aristocratic families in Charleston, South Carolina. As they launch political careers, and break hearts, they struggle with preserving their family names.

THE SINGLES PROJECT

A group of young New York singles look for romance.

FATAL ATTRACTIONS

This documentary looks at the battles raged between some of Africa’s deadliest predators, including the traits and weapons that make them so deadly, from African cats to snakes.

FROGZILLA

Frogzilla highlights the various forms of terrifying—and sometimes poisonness amphibians—that still walk our planet.

INTRUDERS

Paranormal tale set in the Paciﬁc Northwest starring John Simm (Doctor Who) and Mira Sorvino (Mighty Aphrodite).

Z NATION

Ensemble series that takes viewers into a fully imagined post-zombie America. When one person proves immune to the zombie virus, he embarks on a cross-country quest for the cure.

MISSING EVIDENCE

Marilyn Monroe, Loch Ness Monster, Jack the Ripper—some of the most intriguing stories of all time. This series uncovers missing evidence for six unsolved mysteries that help explain what may have really happened.

TRULY STRANGE

Science series reopens subjects usually considered closed.

MONTY PYTHON

Classic Monty Python series and ﬁlms come to Sundance, including Monty Python’s Flying Circus, Monty Python: Almost the Truth – Lawyer’s Cut and Monty Python’s Life of Brian.

ONE CHILD

This miniseries offers a new look at what it means to be family. It stars Katie Leung (from the Harry Potter ﬁlms) as an adopted girl who gets called back to Guangzhou by her birth mother desperate for assistance in saving her son.

RECTIFY

From the producing team behind Breaking Bad, Rectify tells the story of Daniel Holden (Aden Young) who is released after nearly 20 years of isolation on death row. He struggles as an outsider lost in a once familiar world, struggling to navigate his new found freedom, where everything he encounters now feels like a puzzle.

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WorldMags.net FALL IN LOVE WITH YOU AGAIN

Inspiring youth drama about a girl who gets a second chance when she travels back in time.

HAPPY NOODLE

lively ninjas use all their resources to complete a challenge in three tries.

fantastically, a local monster as their main attraction.

CLARENCE

BUILDING INVINCIBLE

A series of 11-minute episodes about an optimistic young boy and his friends.

DR. DIMENSIONPANTS

Series aimed at kids 2-11 about a boy who transforms into a cosmic superhero with the help of a pair of pants.

A great noodle chef searches for his father in China.

THE FIRST MYTH

Drama based on the Ming Dynasty of the 17th century.

WOMAN GANG

Five single urban woman including a supermodel, corporate executive and media personality pursue happiness.

FAIRLY ODD PARENTS

Series about a 10-year old boy who turns to his mystical and messed-up fairy godparents for help.

This series explores what it takes for city structures to withstand the wrath of Mother Nature. Survivors of mega-storms share how twists of fate and split-second decisions helped them survive the unthinkable.

Giles Coren, the restaurant critic of The London Times, traverses establishments throughout Canada and the U.S., critiquing along the way, granting one lucky establishment his rave international review.

WHY PLANES CRASH

PRESSURE COOKER

HURRICANE 360

WIth shocking archive footage and dramatic animated reconstructions, pilots and passengers relive the horrifying occasions in which malice, human error or technical faults turned routine ﬂights into nightmares.

CHOP CHOP NINJA

In 40 stand-alone short episodes

WIVES WITH KNIVES

Travel series that ventures to picturesque towns that claim, however

Celebrity chefs are paired with home cooks in a culinary cook-off, with a twist; cooks must select their ingredients from a conveyor belt that kicks in at timed intervals.

WICKED IN THE WEATHER

Can weather contribute to paranormal activity? Victims of strange encounters share their stories.

BOOGEY MAN

MILLION DOLLAR CRITIC

Gripping accounts of women who have committed violent crimes against their partners.

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WHEELS & REELS

Racing fans get their once-in-alifetime opportunity to ﬁsh with— or against—their favourite NASCAR driver.

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CITY’S AUDIENCE REMAINS THE BEST OF THE BEST SMARTER University Educated YOUNGER A18-49 RICHER HHI $150k+ City’s primetime increased 10% among richer audiences BBM Canada, 2013-14 Broadcast Year weeks 5-16, 19-34, excluding Olympic dates vs same weeks last year. Indexed to 2+ vs national conventional networks. Primetime: M-Su 7p-11p.

STORAGE WARS CANADA WAS THE #1 SHOW ON OLN!

THE NEWEST ADDITION TO THE FAMILY

F ull day audiences are up 8% (2+), 16% (M18+), and 7% (M18-49).

This summer, FX Canada’s “younger brother” FXX, welcomes two new comedies – Married and You’re the Worst.

Primetime audiences are up 8% (2+) and 17% (M18+) while Specialty stations were flat in the same time period.

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FXX is home to critically acclaimed series Fargo, Wilfred, Ali G: Rezurection, and Eastbound & Down.

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FX CONTINUES TO GROW Up 26% Full day (2+) and 31% in primetime. Up in primetime among key demos: 8% (A25-54), +8% (A18-49).

CONTACT YOUR SALES REP TODAY. WorldMags.net

FALL TV WorldMags.net PREVIEW LA THÉORIE DU K.O.

quebec

A recently widowed father of two (Rémi-Pierre Paquin) decides to try wrestling and discovers unleashing his inner beast helps get his life back on track.

NOUVELLE ADRESSE

A successful newspaper columnist and single mother of three (Macha Grenon, Barney’s Vision) discovers before her 40th birthday that her cancer has returned.

C’EST DU SPORT

Amateur sports teams face off in a friendly quiz. Hosted by Patrice Bélanger, and featuring a different sports personality each week.

FORMAT FAMILIAL

A show that aims to inform viewers about parenthood with interviews and proﬁles of interesting personalities raising kids. Hosted by new parents Sébastien Diaz and Bianca Gervais.

SHOW: QUEL ÂGE ME DONNEZ-VOUS NETWORK: CANAL VIE

FORMULE DIAZ

Sebastian Diaz hosts this magazine show about cultural inﬂuences and passions. Each episode welcomes a well-known or emerging artist.

AU SECOURS DE BÉATRICE

A 48-year-old ER doctor (portrayed by Sophie Lorain) suffering from inexplicable physical ailments starts seeing a psychologist whose sessions progressively transform her relationships with her family, friends and colleagues, in this touching but funny series.

COMPLEXE G

Follow the misadventures of six offbeat women in a high-rise office.

LE BANQUIER

French-Canada adaption of Deal or No Deal hosted by Julie Snyder.

L’ÉTÉ INDIEN

Talk show hosts Julie Snyder and Michel Druckerbig welcome big names from Quebec, France and elsewhere in the French-speaking world.

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WorldMags.net SUR INVITATION SEULEMENT

DEVINE QUI VIENT GARDER?

Two celebrities and their entourages face off in a series of madcap party games.

Singles are taken out of their comfort zone when they take over guardianship of a chosen family.

VOL 920

ME CONNAIS-TU?

Hosted by Yan England, Vol 920 takes 20 thrill-seeking singles on a round-the-world backpacking trek in a bid to ﬁnd their soul mates.

A trivia game that ﬁnds out how well couples know one another.

QUEL ÂGE ME DONNEZ-VOUS?

Women are subjected to a team of beauty specialists after they invite strangers to guess their age.

BODY LANGUAGE

Documentary examines how police analyze the behaviour of their suspects through their non-verbal gestures.

ÉTRANGE MÉTÉO

Exploring the wildest and wackiest extreme weather phenomena.

2 FILLES FAUCHÉES

Two women with very different backgrounds move to New York City with the goal of opening a bakery.

NEW GIRL

Zooey Deschanel headlines the sitcom about a girl with three male roommates.

DANS LES RANGS DES CORPS D’ELITE

Inside the U.S. Army as soldiers are put through rigorous training.

DISPARUS

Unexplained disappearances re-enacted with stories from the victims’ family, friends and police detectives.

LUKA MAGNOTTA STORY: SEX, FAME AND MURDER

Documentary about the murder of a Chinese student by Canadian model Luke Magnotta.

PORTRAIT DE TUEUR

Three former highly skilled criminals go inside the minds of murderers in the U.S.

COLLECTIONNEURS EXTRÊMES

Host Andrew Zegers travels across North America in search of unusual and unique collections.

COMMENT RÉNOVER…SANS TROP SE CHICANER! A couple opens their home—and relationship!—as they go through the stresses of home renovation.

HORS JEU 2.0

NHL players give viewers an often humorous glimpse into their lives outside the rink.

HOSTAGES

Suspence thriller starring Toni Collete and Dylan McDermott that aired in English Canada last season.

The sci-ﬁ show, which ﬁrst premiered on Fox in 2013, about human police officers paired with robot partners.

CLASSÉ X

This series follows the relationships of those in the adult entertainment business.

LES PIRES IRES CHAUFFARDS CANADIENS

À COUTEAUX TIRÉS

LA PETITE HISTOIRE

Series revisits soap opera and other TV stars who were fan favourites. A woman (played by Marina Orsini) is torn between her career as a schoolteacher and the adventurer who has won her heart.

Two Quebec chefs battle it out in a friendly, slightly offbeat competition. Hosted by Anne-Marie Withenshaw and Chuck Hughes.

INSPIRATION DESIGN AVEC KARYNE L’ACADÉMIE SECRÈTE A mystery series about a renowned BEAUREGARD detective (Pierre-François Legendre) Host Karyne Beauregard explores exceptional interior architecture.

Every week, Mitsou Gélinas meets a woman she ﬁnds inspiring, follows her routine and then has an intimate conversation with her.

LE 281 : ANNIE, SON CLUB, SES HOMMES

Reality series about the owner of Florida nightclub 281 and her team of male nude dancers.

Bad drivers are nominated by their friends and family to driver’s rehab. The last one standing receives the title of “Canada’s Worst Driver”.

PAWN SHOP QUÉBEC

Documentary that follows three people working at pawn shops in Quebec.

25 ANS D’ÉMOTIONS

To celebrate its 25th anniversary, this documentary series counts down sports highlights of the past quarter century.

BLITZ

Magazine show devoted to football on Monday nights.

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Oprah dispenses life lessons learned over her 25 years of hosting her daytime talk show.

LES FILLES DE CALEB

DIS-MOI

ALMOST HUMAN

OPRAH L’ÉCOLE DE VIE

and his colourful assistant.

NHL HOCKEY

More than 275 games including the Montreal Canadiens’ Saturday night games, the playoffs and the Stanely Cup ﬁnal.

SHOW: DEVINE QUI VIENT GARDER? NETWORK: CANAL VIE

WorldMags.net MARKETING 360 INDUSTRY/PEOPLE/EVENTS 2014 MARKETING AWARDS

TOAST OF THE TOWN

MARKETING AWARDS PHOTOS: JOHN GOLDSTEIN

MAY 29 THE CARLU, TORONTO

“Beer Fridge,” the branded appliance that stood for Canadianness on European streets, an Indonesian beach and the Sochi Winter Games, was judged to be the best of the 2014 Marketing Awards, a sold-out event packed with 540 industry folks. The Molson Coors campaign by Rethink began as a treat for Canadian travellers in Europe whose passports unlocked the fridge’s stock of Molson Canadian. “Beer Fridge” also won gold in the Out Of Home– Experiential/Stunts/ Events category, and silver in Film–Online Single. Jury co-chairs Nancy Vonk of Swim and Luc Du Sault of lg2 said it’s often a problem understanding a stunt’s message or knowing which brand is talking. “Here, we have a fridge full of beers which cannot say anything else than ‘beer.’ And a Canadian passport that says ‘Canadian.’ It’s a no brainer.” Rethink was among the top overall trophy winners, earning 10 medals. However, lg2 and lg2boutique brought home the most medals—25.

Best of Show winners Dré Labre and Aaron Starkman of Rethink, Dave Bigioni of Molson, and Chris Staples, Joel Holtby and Mike Dubrick of Rethink.

Jury co-chairs Nancy Vonk and Luc Du Sault present the Marketing for Good award to Grey’s Stephanie Nerlich.

Rogers chief brand officer Dale Hooper (left) with David Thomas, editor-inchief of Marketing.

Zulu Alpha Kilo’s Mike Sutton accepted gold from Pattison Outdoor’s Joe Donaldson.

Glenn Taylor, Kristin Laird and Russ Martin of Marketing.

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WorldMags.net Diti Katona, chair of the design jury and chief creative officer of Concrete Design Communications Inc., with Leo Burnett’s Ryan Crouchman

Tim Hortons long-time top marketer Bill Moir receives the ACA Gold Medal award from ACA president Ron Lund

Matt Hassell (left) and Ian Mackenzie (middle) of KBS+ with Tribal DDB’s Miles Savage

Leo Burnett’s Anthony Chelvanathan with Gregory Major of Molson Coors Canada

DDB’s Jacqui Faclier with an armful of gold for the “Warm Up To Love Again” campaign awarded by Paul Diker from Extreme Reach Mijo

Marketing’s David Brown awards gold to Saatchi & Saatchi’s Matt Antonello BBDO’s Nancy Crimi-Lamanna (left) and Deborah Prenger pick up gold for their “Social Smoking Campaign” from Marketing’s Russ Martin

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COMEDY IS SERIOUS BUSINESS

Although he’s in comedy, he insists he’s not that funny. But Walter Levitt is deﬁnitely a stand-up marketer with a lot to say about the craft. Me & My Brand caught up with him to talk about the transition from Canwest in Toronto to Comedy Central in New York City, fans, fat engagement and why marketers need to market themselves better in the C-suite

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ME & MY BRAND

By David Thomas / Photography by Lee Towndrow

oward Levitt divides his time between Toronto and Manhattan. I’ve invited him to drop in on a Friday morning to catch up because that’s when he’s in town, ahead of the weekend when he gets to hang out with his wife and three kids between the ages of 11 and 16.

do you make them all work together. I was actually leading a lot of portfolio evaluations at that business. A lot of the changes we made around buying, selling, rebranding, moving stuff around, deals that we did with media companies globally came out of those reviews. That’s a very business-focused approach.

After cutting his chops in radio, Levitt moved up the ladder at CTV and Alliance Atlantis before climbing into the top marketer role at Canwest. The ﬁrst question I throw at him is from 10,000 feet: what has been the most dramatic contrast between a career in Canadian broadcast and driving value as chief marketing officer at Viacom’s powerful comedy brand over the past three years?

Here is what success might look like: First, identify an underperforming specialty channel. Second, shuffle a few channel assets around. Third, secure some U.S. content where advertisers have demonstrated strong interest; and fourth, negotiate better carriage to give it a wide footprint. An example of that in action was creating a new lifestyle channel called DIY, which was a major success right out of the gate. So, here is a question: Is that even marketing? Good business strategy? Both?

LEVITT Easy, it’s the scope. Comedy Central from a revenue point of view is larger than all of the broadcast business at Canwest. And it’s a brand that crosses over every category and platform. TV clearly is still the biggest revenue driver but we are in every digital business imaginable and partner with every partner in that space imaginable. We’re in the consumer products business, we’re in the radio business. Any place that comedy hits, we are there. So as a marketer it’s been an incredible opportunity to come in and manage a brand that’s truly multiplatform. I don’t think that opportunity quite exists, certainly not in the media sector, in Canada.

LEVITT That question goes to the core of the sometimes misunderstood view of what a CMO is and what marketing is in general. As marketers, we’ve gained a reputation over the years as being the ones who do those really fancy ads that we have to go to South Africa to shoot. And throw great lavish parties. Everyone loves that. It’s exciting but it’s only one piece of the marketing mix. CMOs in many respects have one of the best seats in the house to ﬁgure out how to grow a business because they are not so typically caught up in the all the internal day-to-day stuff. They’re more focused on the consumer. The best marketers are really business builders at their core.

One of the skills that has served him well is an ability to multitask and he insists this is a real advantage Canadian marketers take with them into senior roles with larger American companies. It’s the breadth of experience that often comes with broader responsibilities in a smaller market. (This is something that Levitt had a lot to share about, read more with our Canada Day package which starts on P.58.) Multitasking was a necessity at Canwest where he was responsible for optimizing a large portfolio of broadcast brands. It was a bit of a juggling act to balance news, documentaries and entertainment alongside the promotion of soft core porn on Showcase. I ask him how as a marketer he best added value in that role.

This issue of the unappreciated role of marketing is one Levitt has championed in his term as chairman of the Canadian Marketing Association. I’m curious whether he thinks CMOs are making any headway in gaining recognition for the value they bring.

LEVITT It was a case of how do you continue to grow the brands with

growth potential and manage the costs on those that didn’t. And how

LEVITT I think in many companies, unfortunately, marketers have become the people who do the ads. It’s a disservice to the profession. If you go back to the old days of Procter & Gamble, which is considered the greatest marketer of all time, marketers always owned the brand’s P&L. In that case, marketers are really business leaders and frankly that’s how it should be.

Okay, that’s a good cue to talk about what he’s been able to do at Comedy Central. The brand is as focused as ever on the target 18-34 year-old male comedy lover, but I want to learn how he has helped focus the

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ME & MY BRAND

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WALTER LEVITT ON HOW CANADIAN PROGRAMMING STACKS UP AGAINST THE AMERCIAN COMPETITION: “Original drama and comedy is hard to do and expensive. Canada doesn’t always have the skill to do it at the level that would compete visually but there’ve been great examples: Rookie Blue, Flashpoint, Saving Hope...”

WALTER LEVITT ON ‘MY OFFICE WILL CALL YOUR OFFICE’ NETWORKING CULTURE IN L.A. : “As a humble Canadian, it’s been a bit overwhelming at times, but people who have successful relationships in Hollywood are hugely, hugely valuable. Here, if I needed to get in touch with Debbie Travis about something I call Debbie Travis and say ‘Hey, Debbie, it’s Walter. What’s up?’ ”

strategy around the core brand message. LEVITT We have a hugely successful business and nobody wants to mess with it, but there were different businesses operating in a bit of a vacuum. It struck me how much we were thinking old school. We knew the relationship of young guys to comedy is like no generation before. Young guys say their taste in comedy actually says more about them than their favourite sports team and even their religion. And they love to share comedy clips because it says a tonne about them. So we had all this insight and yet we still thought of ourselves as a TV network with brand extensions. One of the ﬁrst things we tackled after I got there was to establish: What strategically does and should the brand stand for? We’re a comedy brand that provides content for guys, no matter where they’re looking at it. Obviously, there are a lot of places guys can go to view content and its safe to say all of them are harder to monetize than cable TV. I’m curious how much Levitt has wrestled with positioning for eyeballs and engagement when revenue, never mind actual margin, is completely absent. LEVITT We decided that if we looked at non-linear TV stuff as a side business, that’s maybe great now and in a year or two. But not great long term. We don’t want to be another BlockBuster. Our strategic shift was huge and has driven a lot of what we’ve done structurally here too. We’ve gotten rid of divisions, like digital. As for building a fan base where there is no revenue, you can’t be afraid. You have to do it and if you don’t take those leaps, your core business is going to change and erode. A great example is YouTube. We are not currently making a penny off what we do on YouTube and yet Comedy Central has upwards of 500 million views in the last two years. It’s an enormous, enormous success. If our content is not there, millennials will watch other content.

The way Levitt describes the org structure at Comedy Central, it boils down to three buckets or teams, each deﬁned by how it interacts with content. One develops it, another platforms it and the third markets it. His marketing group has four subgroups—strategic brand marketing, which works with agencies on media planning and buying plus running events; fan engagement for social; creative, with a creative director for each franchise/show; and production/ operations, which tackles logistics and original shoots. In our discussion, Levitt keeps using the word fan, never “viewer.” It’s like anyone in retail these days, using the word guest, never “customer.” I ask him to explain the thinking. LEVITT Consciously, we use very different language now. I’ve become a bit like the language

police because I won’t let people talk about our network or our audience or our shows. We are a brand that has franchises and fans. When you talk about creating loyal fans who are emotionally connected, not just eyeballs who watch your TV shows, it changes pretty fundamentally the way you think about the business. Right, using other language, if you were a portfolio marketer with Canwest, are you a franchise director marketer now, with Inside Amy Schumer, South Park, The Daily Show, Drunk History, Brickleberry etc. being the franchises? LEVITT Yes, but it’s narrower and deeper and the expectations around any one franchise we’d launch are huge. We look at all our launches with the lens that we need the TV show to be successful but we need the whole franchise to be successful in multiple ways like talent touring, global sales, or a partnership with Amazon Prime or Hulu.

It would appear these launches—with all their social media engagement—are enormously central to what Levitt is accountable for at the end of year when he gets his performance review. LEVITT Yes, one of our group’s core deliverables is doing the launches, which means the strategy, the ad creative, the media we buy and spend, the event marketing, social media. Everything. I’m on the hook for everything we launch. That’s the traditional role of marketing. The other thing that’s a key owned deliverable is what we call fat engagement. Maybe it’s our fancy way of saying social media, but we think of it as beyond. Social media is the means but fat engagement is the end goal and it’s really about developing those relationships with fans that go beyond them being passive views of TV programming.

How do you approach the challenge of keeping pace with the change in social and making the engagement fatter? LEVITT What’s exciting about this area is it’s changing every couple of months. What’s scary about it is it’s changing every couple of months. So just when you think you’ve nailed what it means to be engaging with fans in the space and doing cool, innovative stuff, the rules change. We’re constantly reinventing. We were early on the Vine train. Six months later, acceptance didn’t catch on and Vines weren’t part of our DNA. Instagram video is now. Last year we did a comedy festival on Twitter because no one had done that yet. It got hundreds of millions of impressions. That is the kind of stuff our brand needs to be doing.

Adapted from a longer interview

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As more marketers test the waters abroad, we mined the industry for experiences. How well do our skills measure up? What needs work? Longer versions of these excerpts available online and on the iPad. WorldMags.net 58 JULY 2014

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WorldMags.net By Nathan Monteith Creative director, writer and art director, DDB Chicago

The U.S. is in a different ‘time zone’

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ISTOCK

pon my arrival at DDB Chicago, it was easy to see how we aren’t all that different. They had pain in the ass timesheets that meant nothing, just like in Canada! The biggest difference is that because time is money and America has more money they also have more time. The timelines are just as tight, ranging from under a week to just over two. But there is time to talk to planners and poke at the brief. Time to adjust the deck and presentation as you take it up and through the different levels. Time to execute and ﬁnd the right people to do it. Time to get media to adjust. With so much money being spent, I’ve found the time to be a real luxury in making sure you’re bringing the idea you sold to life in the right way. Another big difference: the celebrity factor. While in the U.S., I’ve had Alec Baldwin call me into his trailer unhappy, Jimmy Fallon say he wouldn’t work with a Mr. T ventriloquist puppet and Will Ferrell only agree to a script if there was no script. It’s just a very different world when those people are all part of it. I’m still not sold on it being a great option, but it’s a very interesting factor to have when you’re sitting down and trying to concept. In a way, I wasn’t leaving Toronto and going to Chicago as much as I was leaving TAXI and going to DDB. Considering how much we all work, the agency office is your new home and you only slowly get to know the city around you. (This only sounds sad to those who don’t love what they do.) Furthermore, if you move countries and all your Facebook friends are still in the country you left, did you really move countries? Only now, my Facebook feed has become about 30% American 70% Canadian. I know all my Canadian friends who have been ﬁred from their current agency –and where they’ve ended up. Your newsfeed always delivers the right amount of ‘home’ when you want it. Taking on a new country is like winning a new client. It expands your repertoire. It’s adding a muscle you might not think you need, but you’re stronger for it afterwards. If you’re a creative sponge who wants to keep soaking up new things and is concerned about getting too comfortable, it’s a great way to challenge yourself. Don’t like working abroad? Go home in two years. People will just think you were off for a few weeks at Wasaga Beach at the Lithuanian Festival.

GO CANADIANS, GO

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Advantage Canada Walter Levitt CMO, Comedy Central

Mile-wide breadth of knowledge

One major advantage: We are not American. The stereotypical image of the “Ugly American” (loud, ethnocentric, ignorant and arrogant) exists in business here too. Canada is seen as a gentler, kinder and softerspoken cousin. Locals are more open and don’t keep you at arm’s length, especially true if you work for an American company. You are more likely to be seen as an ally than an enemy. Ellen Ma, Freelance in Singapore and former vp of marketing at Shoppers Drug Mart

As Canadians, sometimes we undervalue the experience we get here. I remember wondering going into this job whether I would be seen as the Canadian who didn’t really understand the U.S. and would be devalued a little bit. What I found myself, and in talking to other Canadians going to the U.S., is exactly the opposite. It’s because the experience you get in Canada is much broader than the experience you get working in the U.S., where the roles are very narrow. If you have run a digital department, that’s probably what you’ve done your whole career. If you’re somebody who is a buyer of content, that’s probably what you’ve done your whole career. In Canada, I had the great fortune of being in some large media companies that had a very small group of key decisionmakers. That broader perspective just makes you a better marketer.

than a few limits. Playing the voice of reason, I said we couldn’t execute the idea because we would be sued. The whole table stared blankly at me before bursting out in laughter. One person explained, “Sued? This is Canada! We don’t get sued. We just apologize and don’t do it again.”

Workplace culture: more supportive, less of a sweatshop Andrew Simon

Chief creative officer, Cundari Given I’ve spent considerable time at big agencies in both New York and Los Angeles, people often ask me what it’s like to work south of the border. If you moonlight as a mixed martial arts fighter, you’re one step ahead. Multiple creative teams toiling away on the same assignment is a regular occurrence and it can get quite nasty in the trenches. Fighting for your work takes on new meaning in the U.S. If you don’t end up lying on a gurney in the ER, you simply don’t want it badly enough. While not every agency is a sweatshop, there are a handful of top shops that work their staff like dogs. In fact, I was partnered up with a labradoodle for a few years and last I heard he’s an ECD at 72andsunny. Some agencies go as far as to encourage interoffice romance so there’s less impetus to run out to meet your significant other for a candle-lit evening out. Instead, you can enjoy a fluorescent-lit evening in.

Sean Ohlenkamp Creative Director/Leo Burnett Canada

It’s harder to get sued in Canada Six years ago, I had just moved to Toronto from Los Angeles when I stepped into a meeting at my then agency. A large group was gathered around the table to review creative work. An idea was put on the table that was impactful but pushed more

Sean Ohlenkamp

Creative Director/Leo Burnett Canada I received an email from a former colleague at a large L.A. agency who was in a crowded internal meeting when an account person looked around the room and abruptly asked, “Shouldn’t Sean be in this meeting?” I had been gone for two years. The sheer size of the ad industry in the U.S.

goes without saying. With the new, smaller size of the Canadian industry came a friendliness and familiarity that I hadn’t before experienced. In my time in Canada, I have found the industry to be much more supportive, less aggressive, and more respectful. Powerful work is applauded no matter who created it, and the industry as a whole seems to work together to prove itself as one of the most creative in the world. And it has a comforting size where every person matters more than once every two years.

Chris Joakim + Mike Donaghey Co-ACDs at Ogilvy + Mather, London One of the most relevant differences in the U.K. is the more senior people in the room present the work, not the creatives. Sure, it’s a great way to guarantee a better presentation, but it doesn’t teach juniors how to sell their ideas. As interns in Toronto, we remember being trusted to present integrated campaigns to senior clients. Presenting is an important skill that we learn to hone in Canada early on and it’s one that sets Canadians apart from others who work abroad.

Joel Yashinsky VP US marketing McDonald’s and former CMO for Canada

Canada made me better Prior to coming to Canada I met with McDonald’s ﬁrst CMO, Paul Schrage for some advice and counsel in my new role. One of the points that I took to heart was the importance of coming to Canada and not acting as if I had all the answers. He told me to take time and learn the culture of the people

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WorldMags.net By Stephen Graham

and the nuances of the country. As I depart four years later I know this, from my work here I am better marketer and from my time in Canada, I believe I’m also a better person. I will forever be grateful that I had the opportunity to work and live in this great country.

CMO, Maple Leaf Foods

Ellen Ma Freelance in Shanghai and Singapore, former vp of marketing for Shoppers Drug Mart

Masters of multicultural

Canada needn’t take a back seat to anyone

I think there’s a much greater confidence in Canada about who we are now. We clearly have a world-class quality of life that is based on a strong economy and social generosity, but one of our greatest and perhaps less known advantages is our worldly perspective. That global point of view and openness to diversity helps Canadians when they go to work abroad. I think it makes it easier for us to understand other markets because we are naturally curious about the world, but also recognize and respect the cultural differences that are important. The talent we have in Canada, including that in marketing and advertising, is as good as any out there and in many cases, better. A good example within this business is at Cannes, where Canada keeps winning more and more awards each year and now punches well above its weight. Personally, my first big move internationally was to the U.S. to Basking Ridge, New Jersey in 1996 to become vice president of marketing communications worldwide at AT&T. It was an unique opportunity because it was the height of the telecom wars. AT&T was the dominant player in the market but losing share and leadership because the brand had become less relevant, less consumer focused and far too reactive to the two upstart competitors, MCI and Sprint. AT&T was at the center of the largest marketing and consumer battles on the face of the planet at the time. The biggest and most obvious difference was that you had a lot more people and a lot more resources to work with, which can actually be a negative if you let size or bureaucracy get in the way of speed. In Canada you’re accustomed to moving businesses forward with fewer resources, so in the U.S. or globally this experience can help you be much more entrepreneurial. You need to get people focused on the big things that will truly make a difference and get those things done quickly. Once you had the right new solutions like AT&T Digital One Rate, our annual budget, which exceeded $1 billion dollars, allowed us to execute powerfully at both the product and brand levels. If we wanted Elton John’s Rocket Man track for our brand campaign we could get it, and we did. And in four years we were able to double the value of the business. But to be honest, I’ve never found resources to be a limitation in Canada. If you really set out to do great things, you’ll find a way to do them. You may have to be more creative or more diligent to get it done at a world-class level, but that is what helps make everyone better.

Canadian must learn the myriad cultures/economies/political and media landscapes just like other import/expats, but the cultural learning curve may not be as steep for us. Expat Canadians are already sensitive to (Asian) cultures. We have two languages and can barely manage that. In Malaysia they have 137. In Indonesia there are more than 700.

Tony Chapman CEO & Partner, Capital C

Incubating in a branch plant economy In the 1980s and 90s CPG head offices in Canada started to be used as incubators for grooming future global leaders. Faced with the same competitive complexities of the most challenging marketplaces, yet without the scale, Canadian marketers were constantly challenged to do more with less. They didn’t have the luxury of a global brand deck, or pool of advertising; they were responsible for cultivating insights, writing strategy and for creative execution. As generalists that controlled all aspects of their brand, they honed both marketing and management skills that when combined put them in good standing to lead countries and even regions as their CPG organizations expanded.

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WorldMags.net By Selena Cameron Senior vice-president with Hill+Knowlton Canada’s consumer team in Toronto.

Canadian experience is minor league in the PR business

hen I moved to Hill+Knowlton’s London office in 2005, I already had some terriﬁc experience under my belt from my time as part of the consumer team at H+K in Toronto, including launching world-ﬁrst beer brands, helping to bring Virgin Mobile to Canada, and engineering media opportunities for Sir Richard Branson and Tiger Woods. But when my new British colleagues deleted my biography from a credentials package I’d worked on for weeks, I quickly realized that none of that mattered. Working in London was a huge shift from day one and quickly felt very Big Picture. On the world stage, Canada isn’t seen as a priority market. We rarely make international headlines. We aren’t a top travel destination. From a marketing perspective, Canada was seen as insulated from the rest of the world, often a standalone region and always a spoke rather than a hub of activity. Canadian campaigns didn’t tend to make waves at the Cannes Lions or the Clios. Clients in London are in global roles, which made the work almost always about brand strategy rather than implementation. We came up with big ideas and then wrote toolkit after toolkit to ensure teams and agencies around the world would be able to execute our concepts. This taught me a whole new level of discipline. An idea had to work as well in China as it did in Mexico. The budgets are immense, which meant our ideas could be, too – and on a level we could only dream of in Canada. Every day was an adventure in cross-cultural communications. My clients were based in places like Brussels, Dubai and Shanghai, while my colleagues were from Spain, the United States, Australia and Ireland. It forced me to learn to quickly adapt an approach, a pitch, a conversation to get things done. To listen to make sure I was being heard. I had to learn to build trusted

relationships over the phone and email with clients I never, ever met face to face. Every day the office lobby turned into a bar at 5pm. Tea breaks were plentiful, and you were scorned if you didn’t make a “cuppa” for everyone around you. And, when you went out for after-work drinks with colleagues, it was just that: drinks. Don’t expect to sit down to dinner. Ever. The learning wasn’t all one way. I soon discovered that being a Canadian in the London workforce had its advantages. My colleagues were baffled by the process and discipline I brought from Canada that was second nature to me. With so much international work, my colleagues weren’t used to focusing on results and measurement. Infrastructure - intranets, templates, simple reporting mechanisms, budgeting tools, meeting agendas - were almost non-existent in London and easy to impress with. I’ve spent my entire career in the marketing business, including those four wonderfully transformative years in London. I wear those years on my sleeve as a badge of honour - not because I did anything particularly special while I was there but because the things I learned there opened my eyes to a whole new way of thinking and working. And I still make cuppas for everyone at the office.

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WorldMags.net James Miller Planner at Abbott Mead Vickers

Bigger challenges in London

The U.S. discipline practice was so much more advanced than anything I had seen in Canada. This was possible because of the bigger budgets but it also helped to simply be exposed to people who were among the best in the world at what they were doing and you can’t help but become better yourself by being exposed to that level of talent.

clients when presenting work and asking them to provide clarity. These are lessons I have carried forward to today.

Chris Gokiert President, Critical Mass

I moved to London in 2001. I loved BBDO Toronto and the job as a planner. I had a brilliant boss in Neale Halliday and worked with great people on fantastic brands like Jeep, Molson and FedEx. But after ﬁve years I wanted a bigger challenge and managed a transfer to Abbott Mead Vickers (AMV), part of the BBDO network, to be the lead planner on the Guinness account. In 13 years I’ve had the chance to do great work with clients like Guinness, BT, The Economist, Heinz, FedEx J&J and Mars. I met my wife in London and we’ve got two little boys who sound like Brits and have Canadian and British passports. For the last ﬁve years I’ve been the Global Head of Planning on Mars, BBDO’s largest global client, and had the chance to create global campaigns for brands like Snickers, M&M’s and Pedigree. I’ve stayed because I found a home and because I’ve never felt there was a bigger challenge somewhere else. It’s really not about leaving or arriving, it’s what you do while you’re there.

Grass is green in Calgary – but you have to work harder Martha Grant Principal, meg communications

Sink or swim – with bigger budgets Working for a large NYC-based agency was sink or swim for sure, but my experience was fantastic. There were large budgets, and a ton of work, giving me the opportunity to show my smarts and truly learn from the best. The international exposure opened my eyes to the world. PR agencies are looking for experience and they love to know you’ve worked abroad.

More budget envy Sean Ohlenkamp Creative director, Leo Burnett Canada One of the most obvious differences between the US and Canada are the budgets. My very ﬁrst commercial in the U.S. cost more than all of the commercials I have done in Canada combined.

“Where are you based?” When “Calgary, Canada” is the response, there is usually a sense of skepticism, followed by questions of temperature, ﬂight access, or random jokes about Canadian stereotypes. If you aren’t from typical centers like New York, San Francisco, London, Amsterdam, etc., it’s usually a bit of a leap to be an agency working on large global assignments (Critical Mass clients have included Mercedez-Benz, Nike, Procter & Gamble and Dell). We used to be underestimated because we were from “someplace in Canada” and, admittedly, our competitors’ dismissal of a Canadian agency gave us a pretty big chip on our shoulder. In order to over come this, we believed, from the beginning, that we needed to think bigger, service our clients better, and go the extra mile every time. If we didn’t, there was always somebody closer who could scoop up our business.

Brett Marchand President and CEO of Cossette

U.S. has depth that just can’t be found in Canada My ﬁve years in the U.S. –ﬁrst with Procter and Gamble, and later with Campbell’s Soup– were critical to my success at Cossette. The main difference between working in Canada and the U.S. is that in the States you get exposed to so much more depth, across the board in areas such as analytics and the highest levels of sophistication in disciplines, whether it`s CRM or public relations.

Glen Hunt Chief transformational officer, Cossette You can’t deny that everything is bigger in New York. Bigger steaks. Bigger drinks. Bigger budgets. Bigger clients. Bigger meetings … like meetings with 40 people. You would invite clients in from across the country for meetings and they would all make it. I learned about the politics that lead to having a good meeting and of learning how to answer tough questions, and of how to read people in the room … of accepting or seeking criticism from

James Aitken,

The image of Madison Avenue as the center of the advertising universe and the world of martini lunches and hard working Mad Men cracking big ideas in the Big Apple wasn’t the Madison Avenue that I joined. That was a bygone era. That famous expression, “If you can make it there you can make it anywhere” no longer applies in the same way. Today anywhere can be ‘there,’ not just New York City. That said, it is still an immensely exhilarating city that is positively aglow with excitement and stimulation. Glen Hunt, chief transformational officer, Cossette

CEO, Exchangelab

In pubs they trust The English tend to need about ﬁve to 10 pub sessions before you can gain their trust, but once it’s been gained they respect the relationship and would not cancel a contract or deal with you without warning like in the U.S. Some of my most memorable tales in London happened in pubs with clients or colleagues who have now become some of my best mates for life.

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Insights, eyeopeners –and calls for action The best part about being a Canadian working in Singapore is that, for the very ﬁrst time in my life, I’m somewhat exotic. We’re seen either as slightly more civilized Americans or as a hardy Northern people, like Norwegians or Finns. Stephanie Myers, engagement director for Possible Asia Paciﬁc (WPP) in Singapore

Being Canadian helped me maintain a sense of humility. Maybe that’s because I lived in Toronto during a time when you didn’t have to make dinner reservations, but wanted more restaurants that required reservations and then we got them and complained that there is nowhere to eat without making dinner reservations. Anita Gatto, Founder of New City PR

Assistant Professor of Marketing, Schulich School of Business, York University

Nice is good. But not enough Being a Canadian (emigrated from the U.K. at 26) abroad means being mostly well accepted. Liked because generally we are modest and try to ﬁt in. But is nice enough? No. I think we need to remain Canadian but be a little more a ‘trader’ or merchant in instinct and behavior, at home and in foreign markets. A Japanese friend, then head of a major Japanese organization, said this to me once: “ We like dealing with Canadians in business. You are more respectful of our culture and traditions than others. You make more effort in research and understanding of us. You exaggerate less than others so we have more trust in relations and negotiations. Through 85% of any discussions and negotiations the process is constructive and one of respect. But you don’t ask for the order strongly enough!!!”

Chris Gokiert President Critical Mass

Think global, respect cultural differences Working globally means that you need to be a bit of an anthropologist.

account teams normally present all of the work, including writing the presentation decks that go with it. Here the team’s themselves do this. In the UK, you’d get laughed out of the creative dept if you suggested they write a PPT deck. Powerpoint? WTF? Nope – will never happen in the UK. You guys over here have great perspective on work / life balance – well it’s certainly encouraged at Leo’s. Yes we all work hard and do long days but I’ve never been made to feel guilty to go and see my daughters Spring Concert.

Sophie Chesters Country manager for Canada, Google

Where Canada needs to play digital catch-up Leigh Armstrong Group Account Director, Leo Burnett Canada

On swearing, powerpoints and life-work balance Canadians in the ad industry (and in general) are indeed very polite. But sometimes I wish you would just lose it and start shouting, swearing and displaying some form of anger (passion) about stuff – instead of being nice all the time. The creative industry in the UK is far louder and aggressive but I kind of like that. Some of the best work comes from the hardest situations. The creative presentation process is a big change for me. In the UK, the

» Let’s see increased investment to close the digital gap between what businesses offer their consumers vs consumer behaviour and demand. » I see a substandard digital experience in many areas (content, information, services, commerce) compared to other countries. With such high digital penetration and usage it feels like a shame for Canadians to be offered sub par services. » E-commerce. I had no idea there was such a difference. Coming from the U.K. I still ﬁnd it disappointing that the retail and service industry offerings are not to the same variety and standard.

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PHOTOGRAPH OF STEPHANIE MYERS BY JAEDEN NG

Alan C. Middleton

Every client culture is different, and every region has its own special recipe for working. The formality of working in a market like Japan, as we have with Dell, adidas, and Nissan globally, requires an attention to cultural protocol. The same can be said for working with a luxury brand like Rolex, or a fashion house like Gucci. Missteps in deferring to their strong cultural preferences can be perceived as ignorance, which is a death sentence. Working in the U.S. market is also different than the Canadian market. A U.S. client will be more performancedriven and more direct in their feedback. They will also be much more aggressive in wanting to see bigger thinking that can drive results, but also drive awareness for the brand in terms of press and awards.

WorldMags.net Things Canada could learn from Asia

Renee Hill CEO, eyeReturn Marketing

Time to address that inferiority complex We love our universal heathcare, and many of us are relieved that it’s illegal to pack heat in this country, but on most other matters, Canadians are happy to allow the U.S. to lead, especially when it comes to media and entertainment. I remember the worst thing you could say about a television program is that it “looked” Canadian. I worry about our company “looking” Canadian. eyeReturn Marketing was a leader with rich media technology in Canada, yet we were consistently told that our media was too intrusive and the sites wouldn’t accept our campaigns. But when a U.S. competitor came to town, rich media was embraced and they put us on the map in Canada.

Nathan Monteith Creative director, writer and art director, DDB Chicago

Have awards, will travel The more awards you have, the easier it is for your new country/agency to bring you in. Take pictures of every award you have and a close-up of your name on it (I know, it’s hard to catch the light right on your piece of gold so that your name is readable, but it’s necessary). Scan every certiﬁcate and do a screenshot of every piece of press. This helps them get you your work visa, and the more you have, the better the visa and the cooler you look at the border. Mine says I am a ‘Person of extraordinary ability’. Every time you cross the border the guards get all excited and ask Actor? Athlete? Then lose total interest as you explain you’re the other ‘A’ - an Advertiser.

t’s been nearly 12 months since we landed in Toronto. Prior to that, the extent of my Canadian understanding consisted of Whistler, one day of focus groups, a preference for Caesar over Mary, and the famous Molson “I am Canadian” spot. Toronto is my ﬁfth professional market having worked in Seattle, Boston, New York, and most recently, Saigon. And the only thing I can count on after all this time is that while every place has its own rhythm, people and places are more alike than they are different. But there are certainly differences and there are things that I do miss about living and working in Asia –the energy, the crowds, the speed and pace. In a developing market, anything is possible. And there were days that Saigon made New York feel slow and after ﬁve years, I came to love the blaring of horns that started before sun up and stayed well after sun down. The nice thing about developing markets is that everything is in a nascent stage and that means there is no roadmap for how to approach a problem. The very nature of the marketplace meant that many of the conventions that have developed over time and constrain our thinking were questioned and challenged as to whether or not they were appropriate for Vietnam. We need some of that here in Canada. We need to be willing to interrogate what we’ve been taking as gospel. There should be no taboos. We need to question ourselves constantly about whether or not the way it’s always been done is the way it should continue to be done. And this becomes more important than ever, especially with the exponential rate of change we’re seeing in the marketplace today from the ever-expanding media channels to the way that our clients are going to market. And we need to be stubborn about it. If there is one other thing that I would bring to Canada from Vietnam it’s their unbridled enthusiasm and optimism. As I was constantly reminded, these were the folks who beat the U.S. in the American War (because hey, when you win you can call it any damn thing you want). And if they could beat the U.S. in a war, then anything was possible if you just kept after it long enough. We could all use a little bit of that piss & vinegar. As George Bernard Shaw once said, “The reasonable man adapts himself to the world: the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.”

By George Nguyen Managing director and chief strategy officer, TBWA Toronto

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CONSUMER INSIGHTS

We are not the same The marketer’s guide to the differences between Canadians and Americans BY REBECCA HARRIS

Sure, Canadians say “eh” to Americans’ “huh.” We love hockey and beer, while they love football and something that is kind of like beer. But there are other noteworthy (and research-based) differences. As Canadian businesses look to the States for growth and U.S. brands set up shop here, Marketing looks at the attitudes, values, shopping habits and spending power of consumers on both sides of the border.

10 WAYS CANADIANS DIFFER FROM AMERICANS 1 WE’RE HAPPIER Canadians are generally happier with their economic status and less worried about rising prices, unemployment or having enough money for the basics.

55% of Canadians are satisﬁed with how things are going in Canada today

31% of Americans said the same about their country

ISTOCK

67% of Canadians say their economy is good vs. 31% of Americans

EIGHTY-TWO

PERCENT

of Canadians say they are doing well personally vs. 67% of Americans

3 WE HAVE MORE FOREIGNBORN RESIDENTS

2 WE CARE ABOUT THE ENVIRONMENT

60%

To preserve jobs in this country, we must accept higher levels of pollution in the future

Environmental pollution is such a big problem that there is very little one person can do about it

Most of the people actively involved in environmental groups are extremists, not reasonable people Canada

50%

19 40% 30%

20%

10%

36 foreign-born residents in Canada foreign-born residents in the U.S. 25

U.S.

foreign-born residents in the U.S. who are Mexican immigrants foreign-born residents in Canada who are Asian immigrants

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WorldMags.net 7 OUR VALUES ARE DIFFERENT 4 WE’RE NOT AS RICH...

$35,950 $26,888

average personal disposable income for an American in USD

average personal disposable income for a Canadian in USD

5 ...BUT WE SPEND MORE ON FOOD AND BOOZE WHILE CANADA HAS HIGHER PRICES AND TAXES, THAT STILL DOESN’T ACCOUNT FOR THE ADDITIONAL US$600 SPENT PER YEAR. MAYBE IT’S THE WEATHER.

+$1,200

Canadians spend almost US$1,200 more on food and beverage per capita than Americans.

VALUES THAT ARE STRONGER IN CANADA

VALUES THAT ARE STRONGER IN THE U.S.

• FLEXIBLE FAMILIES • ECOLOGICAL CONCERN • CULTURAL ASSIMILATION

• NATIONAL PRIDE • FEAR OF VIOLENCE • WORK ETHIC • SPIRITUAL QUEST

8 WE’RE MORE LIBERAL WHAT WE BELIEVE IS MORALLY ACCEPTABLE:

83%

59%

Sex between an unmarried man and woman

64%

Canadians spend almost three times more per capita on beer and wine than Americans.

6 WE’RE NOT AS DEAL CRAZY

55%

VS.

68%

Percent of Canadian women who regularly use coupons to reduce costs vs. American women.

50% VS. 61% Percent of Canadian women who search the internet for promotions vs. American women.

57% VS. 71% Percent of Canadian women who pick up ﬂyers in store vs. American women.

80% 65%

9 WE WATCH LESS TV

28.2HOURS

Average amount of time Canadians spend watching TV per week.

34HOURS

Average amount of time Americans spend watching TV per week.

78%

52%

Sexual relations between two people of the same sex

Divorce

• OWNERSHIP • RELIGION • PATRIARCHY

53%

Having a baby outside of marriage

Prostitution

41% 23%

10 WE REALLY ARE WEATHEROBSESSED. BUT NOT AS MUCH AS AMERICANS TOP SMARTPHONE ACTIVITIES IN CANADA AND THE U.S. CHECK THE WEATHER GET DIRECTIONS USE TWITTER CHECK SPORTS SCORES

55% 53% 41% 39%

62% 60% 47% 52%

SOURCES: TD ECONOMICS, ANGUS REID, THE ENVIRONICS INSTITUTE, ENVIRONICS RESEARCH GROUP, CRTC, NIELSEN COMPANY, PEW RESEARCH CENTER

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PRODUCTS & SERVICES EXECUTIVE RECRUITMENT

WorldMags.net EXHIBITS & DISPLAYS

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WorldMags.net BRAND DOCTOR PATIENT: CANADIAN MARKETING REASON FOR TODAY’S VISIT: Canada is turning 147. The nation has grown a bit more sure of itself in recent years, as evidenced from the own-the-podium success at the Vancouver Olympics that carried on into Sochi 2014. But have we done enough to our marketing and advertising game to get a little swagger on the global stage?

LET’S HEAR FROM OUR PANEL OF BRAND DOCTORS

Alan Middleton

Jeannette Hanna

Chris Staples

David Kincaid

Assistant prof. of marketing, Schulich School of Business, York University

VP strategy, Trajectory

Founding partner and creative director, Rethink

CEO, Level5 Strategy Group, with Lan An

DIAGNOSIS: Another Cannes Festival, another round of hand-wringing over “how Canada’s doing on the global stage.” Here’s a hint for you: It has nothing to do with what a bunch of jaded judges think. The real judges of advertising excellence these days are real people—and that’s very good news for Canadian agencies.

DIAGNOSIS: Canada lacks homegrown brand success stories, perhaps because marketers lack the resources or opportunities to nurture their talent and truly excel. Investment in marketing and brand management training in both schools and corporations has a direct impact on the pool of talent, but the move towards global brand management has reduced the need to invest in local marketers.

DIAGNOSIS: Research continues to show Canada’s strengths in invention and failures (with ﬁnancing and marketing being factors) in innovation. We punch above our weight in marketing and marketing communications (while dominated by the global advertising conglomerates, we do have MDC and Cossette), but we do not yet have a strong Brand Canada credibility. The top brands globally tend to be B2C, but Canada is stronger in B2B. Our larger B2C players tend to be domestically focused (Telus, Rogers and Shaw). The only pure B2C on the Brand Finance 500 is McCain, ranked 494th.

PRESCRIPTION: First round: the “Big Bloody Deal,” campaign celebrating Toronto FC’s gutsy Jermain Defoe & Co. score. It teams up Tottenham, Toronto FC and MLSE in a four-year marcom collaboration integrating experiential, advertising, broadcasting, social media and digital rights. Pulses are racing now! Next, the Sochi treatment. CBC and partners serve up more than 1,500 hours of Olympic TV plus another 1,500 more of online streaming, drawing jealous US viewers away from NBC. April’s WeTheNorth adrenalin rush —another masterful Sid Lee move— proves that this patient can bleed red with vitality to spare. All it takes is a triple dose of moxie. As MLSE uber-Captain Tim Leiweke advises, just focus on one question: “Why can’t we be great?”

PRESCRIPTION: Stop worrying so much about winning awards at dinosaur advertising shows! Thanks to social media, I already know precisely how well my agency has done this year on the global stage—all I need to do is tally up our hits on Youtube, Facebook and Twitter (not to mention Jimmy Kimmel, Buzzfeed and the Huffington Post). Cat videos shot on smartphones show that you don’t need big budgets to get noticed on the world stage—you just need big ideas. And thankfully we Canadians have always had plenty of those.

PRESCRIPTION: We can proﬁt and attract great marketers by building great brands in the areas that drive the economy. Natural resources, biotech and agriculture have historically not been brand-driven. By marketing these industries better on the world stage, Canada can create a point of difference, increase revenues and develop world-class marketers. By playing to our competitive advantage, we have the potential to create more homegrown success stories.

CP IMAGES

PRESCRIPTION: Build a stronger marketing culture by celebrating success (Marketer of the Year, Marketing Hall of Legends, Young Marketers, Mentor Exchange, Cassies etc.). Get the ACA, AMA, ICA and others to engage their global networks and promote cases that have relevance beyond Canada. Work better with our business schools with strong marketing areas (Rotman, Ivey, Sauder, Queens, U of A and Schulich) to develop leading edge research. Work with government to improve the marketing capability of SMEs.

DIAGNOSIS: How ﬁtting to take the pulse of North-of-the-49th marketing on July 1. Patient has struggled with anemia in recent years. Happily, that bloodless pallor has lifted considerably since January—the result of potent doses of sports therapy delivered by agencies and broadcasters.

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