THE
SEAN
CUMMINS
MAY 2015 - EPISODE 22
FOUNDER OF YOUZUS THE NEXT CHAPTER
MET GALA
// RIHANNA’S DRESS
TORONTO TAKEOVER
#DOINGITRIGHT
NIKE #BETTERFORIT
MIKMAK The First Mobile Video Shopping Network #PRAYFORNEPAL
HOT APPS
ZenBanx Mobile Banking: The Future is Here
TOP 3
KICKSTARTERS PRESENTED BY
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The Youzus Report
INSIDE THIS ISSUE: 4 7 8 11 13 15 16 22 24 26 28
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HOT APPS
SPRING 2015: THE FUN WAY TO COMMUNICATE NEW TECH
MOBILE VIDEO SHOPPING: MIKMAK SOCIAL MEDIA
TWITTER INFLUENCERS EVENTS
JUNE 2015 ENTREPRENEUR + CREATIVE DRIVER
SONYA GILL: THE NEXT CHAPTER YOUZUS PICKS
3 KICKSTARTERS CUMMINS&PARTNERS
SEAN CUMMINS TAKING OVER TORONTO SOCIAL
#PRAYFORNEPAL QUESTION OF THE DAY
BRANDS ON EMOJI’S BUSINESS & TECH
WHAT IS ZENBANX? #DOINGITRIGHT
NIKE #BETTERFORIT
The Youzus Report
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F
rom hilarious voice dubbing to very realistic looking, singing caricatures flooding social media platforms, we thought we had seen it all this season. These three hot apps proved that our society is in dying need of a little fun, even if it’s in the simplest ways. These apps creatively meshed the freedom of speech, viral comedy and the desire to share content online to free the public of boredom and soon created a movement once curiosity grew and app addiction began.
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DubSmash: Dubsmash is a mobile messaging platform that lets users communicate in an entirely new way: by taking a video of themselves dubbed over famous quotes. The video messages are different from typical messaging apps in the way that each message contains a well-known quote along with a “selfie video,” presumably of someone reciting the lines.The quotes are taken from a variety of sources, including TV shows, movies and songs. Most of them are recognizable to anyone who is up to date with pop culture. It is also incredibly easy to use, as all you have to do is to select from one of these quotes and record your short video. The app categories quotes by themes. The videos can also be saved to your phone or shared directly via Facebook Messenger and Whatsapp. It is available on iOS and Google Play.
My Idol: This free app has been a real phenomenon. However, the MyIdol app only is available for iOS devices, not Android or Windows. This is causing dismay for some device users. MyIdol (to give its proper name) app is proving a mega hit for its makers Huanshi Ltd, despite the fact that only a Chinese version is currently available. It enables users to create cartoon-like avatars of themselves in various situations. It’s a lot of fun and there has been a flood of videos appearing on social media from people using the app who want to share the results.
How-Old.net: The new website – How-Old.net – was quietly launched earlier this season.Thousands of people have already put Microsoft’s “stateof-the-art, cloud-based algorithms” to the test. Predictably, users have responded to their results with either adoration or outrage – depending on the outcome. “Sorry if we didn’t quite get the age and gender right,” the website adds apologetically. “We are still improving this feature.”
What app was your favourite this season? Tweet us your hilarious dubs, how-old’s and MyIdols @TheYouzusReport
by @priyaamm
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TORONTO BASED CUPCAKERY
HTTP://WWW.CUTIEPIECUPCAKES.CA 6
The Youzus Report
MOBILE VIDEO SHOPPING
with MikMak Watch. Laugh. Shop. Imagine watching infomercial after infomercial after infomercial (don’t act like you don’t have a Snuggie). Well, it’s your lucky day - there’s an app for that! MikMak is a new smartphone app that allows buyers to watch videos and shop with a click of a button and is founded by the former Global Director of Digital & Social Media at Gap, Rachel Tipograph. What’s really cool about MikMak is that the videos are more or less 30 seconds and the company makes the videos for the brands by getting comedians and entertainers to host. This allows the brand to keep that touch of humor that we all know and love in infomercials. On the plus side for MikMak, if the brand makes sales then MikMak will receive a certain percentage of their sales. MikMak sells everything but apparel, including accessories, beauty, gadgets, jewelry and home goods. They are currently working on MikMak for the web, as the app is only available on iOS. Check it out and download the beta here: https://www.mikmak.tv. by @nancilynselva
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TWITTER INFLUENCERS @KHLOEKARDASHIAN @CANDPCANADA @THEMAEMARTIN @MARKETING_MAG @HUBSPOT @DANNYBROWN @ADWEEK @SHIVSINGH @JAYBAER @THEMEDIAHAUS
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You deserve a personalized tailored approach when insuring your valuables. At JSB Insurance our expects offer one on one advice and care for your home, business, and family. Our service isn’t limited to your policy purchase as we go above and beyond to ensure you have the best coverage on your evolving needs.
7320 King George Blvd, Unit 110, Surrey BC, V3W 5A5 | T (604) 582 5454 | E Jaspal_Brar@Cooperators.ca 9 The Youzus Report
A social wine club based in Toronto where members can taste, learn and meet through events, classes and tours.
HTTP://WWW.IYELLOWWINECLUB.COM/
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GOOGLE ANALYTICS Wednesday, June 3, 2015
ETSY CRAFT PARTY 2015 Friday, June 5, 2015
PRODUCT HUNT TORONTO #5 WHERE TECH MEETS ART Thursday, June 4, 2015
SOCIAL MEDIA ADVANCED Tuesday, June 16, 2015
JUNE EVENTS SOCIAL- PR - TECH - NETWORKING
SOCIAL MEDIA 201 WORKSHOP Wednesday, June 17 2015
HOW SMALL BUSINESSES USE SOCIAL MEDIA Saturday, June 20, 2015
TORONTO TWITTER WORKSHOP Thursday, June 18 2015
CAREER FAIR AND NETWORKING Tuesday June 30, 2015
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F
ormer founder and CEO of Youzus Inc., Sonya Gill’s mission to inspire, teach, involve and motivate is paying off in ways she never even dreamed of. Starting off from a blog in 2010, her company has grown to include 6 employees and servicing 180 clients in the past three years of operation. Through Gill’s hard work, dedication and an amazing team backing her up, she was recently appointed Vice President of Engagement and Partner at cummins&partners. News went out in May 2015 with much congratulations from clients, friends and family. Gill is a living example that following your passion does pay off. In this interview, Gill speaks to us about this new chapter in her life and gives advice to budding entrepreneurs.
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SOMETHING ABOUT IT JUST FELT RIGHT
Give us a brief synopsis of your Youzus journey? I don’t think there’s enough room to answer this question. But to give it a quick breakdown: I started Youzus as a blog in 2010 and hired my very first client starting at $200 a month in 2012. All I knew was that I had a passion for digital marketing and I needed to continue to go with my gut because my gut was telling me something bigger would eventually come to fruition. What do you credit with bringing you success? My stubborn unwillingness to give up on my dreams and my team... but mostly my team and their unwillingness to give up on me. They mean everything to me. Did you ever expect your company to be acquired by a larger agency? Was this part of the plan?
What do you look forward to most about working with cummins&partners? The clients and the global team. There are a lot of very talented people working here and it will be very exciting to see all the ideas everyone comes up with. If someone asked you, “How can I do what you have done?” what advice would you give them? Stick with plan A, there is no plan B. Don’t give up on your journey and keep persisting until things beyond your wildest imagination come to fruition. Any last thoughts on this new chapter of your life? Yes...I still have a long way to go.
Never. And it’s funny because I now understand when they say, “nothing ever goes according to plan” - literally. 3rd time’s a charm, what made you pick cummins&partners? To quote Oprah, “something about it just FELT right”. Sean (Global CEO of cummins&partners) understood what it meant to me to be an entrepreneur, and that really meant a lot. It was the final piece of the pie that allowed me to make my decision so easily.
L L I G A Y N SO R E T P A T CH X E N E TH
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Licensed Custom Brokers Transported Management 3rd Party Logistics
WWW.BILSI.COM 14 The Youzus Report
WWW.BILSI.COM
TOP 3 KICKSTARTERS by @vivianamy
FROM SCIENCE TO TECHNOLOGY, THESE ARE OUR TOP 3 KICKSTARTERS FOR THE MONTH OF JUNE!
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KOKOON EEG HEADPHONES Kokoon, the ultimate sleep sanctuary, claims to be the first headphones comfortable enough to be slept-in and smart enough to adjust its functionality based on your sleeping patterns. What’s unique about this product is its design and ability to integrate the soothing music with sleep tracking technology. The headphones can be used in bed at home and also compact enough for travellers to use on a plane or train. For all those who are seeking for gadgets to improve the quality of sleep, this gadget may be the answer
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TYNKER What if a child could build and create mobile games to the lengths of their imagination? A new way to explore a child’s creativity is viable through this new tool, Tynker. It is a platform for kids of all ages to design, create, and build interactive games. How? Tynker teaches kids step-by-step on how to build games and is a new way for kids to learn programing at a young age.
LIGHTSAIL LightSail is “the people’s spacecraft” as coined by the CEO and iconic figurehead, Bill Nye The Science Guy. LightSail is a revolutionary approach to space exploration that combines CubeSats with solar sails. This kickstarter will help teams of students and faculty at universities get access to space for low-cost citizen projects. How awesome would it be to say that you were part of launching a spacecraft into space?
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(TOP LEFT TO RIGHT)
DUC BANH
STEVE HARJULA
ART DIRECTOR
DIRECTOR OF DESIGN & UX
SEAN CUMMINS
ANDREW SHORTT
GLOBAL CHIEF EXECUTIVE OFFICER
EXECUTIVE CREATIVE DIRECTOR & PARTNER
DAVE CAREY PRESIDENT & PARTNER
(BOTTOM)
YASH KEOUGH
MARCUS VERES
SENIOR ACCOUNT MANAGER
CREATIVE ENGINEER
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6345 120TH STREET, DELTA, BRITISH COLUMBIA The Youzus Report
SEAN CUMMINS TAKING OVER TORONTO
W
ith 30 years of experience, Sean Cummins is a serial entrepreneur and one of the biggest rock stars in the Australian advertising industry. After selling his first agency CumminsNitro, his second agency Cummins & Partners is quickly taking over the global horizon. To date, Cummins & Partners is a multi-award winning agency including 2013 and 2014 AdNews Australian Agency of the Year. This year, Cummins has added two new offices in his global expansion of the Australian creative media agency. As a native-born Torontonian, Cummins believes that Canada has a very talented creative pool with a similar market to that of Australia. The Toronto office is the newest addition to Cummins & Partners. The office has also acquired Toronto-based agency and the original creators of The Youzus Report, Youzus Inc., and its team of employees as the social media and PR team. The new collaborated team will continue to produce the digital and social media marketing magazine, but will now be presented by Cummins & Partners. We sat down with Cummins to get the exclusive inside scoop on the biggest challenges he’s faced in the industry, insights on social media and engagement, and the transformation of the advertising industry in the next few years.
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Tell us a bit about yourself and how your passion for advertising began.
I grew up in rural Australia so I wasn’t exposed to much media...of any kind. When I went to University in the city I bought a portable black and white TV with the screen the size of a paperback novel and rabbit ear antennae that gave me poor quality reception. It looked like I was watching programs in a snow dome. But I liked it. I liked watching shows like “Happy Days”. Every young man wanted to be the Fonz. But I also loved watching the ads. Some were boring of course, but the catchy jingles, the funny product demonstrations got me to ask the fateful question “who does these?” Having founded a few agencies, what has been the biggest learning curve you’ve experienced?
My biggest learning is to be a great coach not the star player. Of course your ego demands that you are the centre of attention. But you quickly realise you can’t do it on your own and more to the point you can’t get anywhere if you surround yourself with sycophants. Hire people you are jealous of. Who you envy. Who you have a professional crush on. And let them fly. They will come to work with a person who they feels values them, but also admires them enough to push them and tell them they can be even better. Good coachesmentors, -are what star players look for. I want to be a good coach.
What sets Cummins & Partners apart from other agencies?
The noticeable differences: We are Australian. We are independent. We actively promote women ownership and leadership. We are a one-stop shop which makes us a very collaborative culture. And the name on the door is a living person. And in fact our agency is named after some-one not some-thing as is the fashion these days. I believe above all the fancy philosophies, disruption models and trademarked processes, advertising is a people business. And that means a relationship business. So I want clients and staff to know that there are people running this business, invested in this business and that the “Cummins” and the “Partners” are there for clients and colleagues – standing shoulder to shoulder with them. Your thoughts on the importance of integrating social media as part of a brand’s marketing plan.
The short answer is yes. Of course. But the most crucial thing… particularly with social media…is for brands to act consistently no matter what media they are communicating through. Consistency of brand tone is the connective tissue of integration. But this doesn’t mean a copy and paste approach. It doesn’t have to be matching luggage. It just has to sound - if you interchange a brand for a human being - like it comes from the same person. What is your advice to brands on how to increase engagement?
If you had to pick one, what is the most exciting project you’ve worked on throughout your whole career?
I’ve noticed a very funny pendulum swing in advertising over the last decade about this very issue of engagement. It seems because we have so much knowledge, data, anec-data on our consumer, there is a tendency for a lot of engagement to be based on reflecting how much we know about the target consumer at the expense of actually talking about the brand. We all desperately want to look like we know them…that we are not talking about us (the brand) anymore. It’s weird. There are two ways I reckon you can be as a brand. A mirror. Or a lighthouse. If a brand spends its time trying to mirror its audience it can lose sight of its own identity. In most cases I believe brands should be a lighthouse. That stands out. Sits proud in their position. And shines a light. To me, when done right, it is far more engaging to the audience than trying to look like you’re just one of their gang. Yes, that can work, but far too many brands these days do a wonderful job reflecting the cultural mores than actually standing out and creating the zeitgeist.
The truthful answer is “the next piece of work”. And if that sounds falsely modest it’s only because being an advertising creative person is very different to other creative people in other industries. Our work is ostensibly disposable. Unlike a rock band, advertising creative people don’t get to rely on a back catalogue of work. So you have to bake fresh daily. And only be as good as your next piece. Not your last. I certainly feel that doing great work emboldens you to try harder in a business that is redolent with rejection and insecurity. So I learnt to move on quickly from the past. I don’t dine out on my successes of yore. Perhaps because advertising is about being relevant today. Not just back in the day.
- Sean Cummins interview by @vivianamy
How do you envision the transformation of the advertising world in the next few years?
There’s a lot of back to the future stuff happening now and will continue to happen. I really think agencies will bundle up rather than remain separate specialities like media, digital social, PR and creative. I feel that the wave of branded content (foremostly video) will evolve from the long-winded, inexpensively produced, shot on a an iPhone cinema verite pieces, to shorter, sharper well written high quality pieces to feed shorter attention spans. So they will pretty much resemble the 30 -60 second TV ads they say had died with free-to-air TV. Sports events will become increasingly ‘weekly Superbowls” as they attract mass, engaged audiences. And finally, brands will hopefully start doing long running campaigns rather than wonderful one-offs. But to really own the future of advertising, you simply need to know about two things: Mobile phones, And women.
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http://nad i n ed u maslivefit.co m N OW LIVE
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E-FORWARDING Ad
Shop USA ONLINE & Ship to CANADA No surprise extra costs! WWW.SHIPLLAMA.COM
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#PRAYFORNEPAL Social Media proves invaluable during #NepalEarthquake
Social Media proves invaluable during
#NepalEarthquake
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ith little disaster infrastructure in Nepal, social media is helping Nepal regain what they have lost. For example, these online platforms are helping to support groups of Nepalis, foreign aid workers, provide relief efforts in targeted areas, donate money for supplies, and report on the ground of the ongoing state of Nepal as they navigate through the aftermath and experience aftershocks. Using #Nepal #NepalEarthquake #EarthquakeNepal #PrayForNepal hundreds of people have taken to using social media platforms, like Twitter and Facebook, as a way to connect. With phone lines and cell towers down, social media is at times the only way to reach the outside world. Travellers are checking in with Google Person Finder and Facebook Safety Check to let their loved ones know they are safe and sound. While those in Nepal tweet and post from the eye of the storm, the rest of the world takes to Twitter and Facebook to expresses an outpouring of love and concern while urging others to help. Even celebrities are on board:
by @cq_tee
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QUESTION OF THE DAY by @nancilynselva
We asked a few entrepreneurs, small biz owners and regular tweeps, “ What’s your favourite #emoji? #QuestionOfTheDay #TheYouzusReport ” ………………………………………………………………………………………………
Here’s what they had to tweet:
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BOBBY UMAR @raehanbobb
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A combination of Hug, kiss, smile, dance and flower.
CHARMIN
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@charmin
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Really, you need to ask?
DARIAN KOVACS @daiankovacs
LAURA E. PENCE @SocialSavvyGeek
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I tend to use this one a lot: this one lately (new baby): I do love this one too: and
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‘ve heard rumors of a #Stormtrooper emoji, which is clearly a winner, but I’ve yet to actually see one.
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SPROUT SOCIAL @SproutSocial
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We’re all for the party octopus!
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®
around the corner around the world
Let’s take it back to the stone ages (or so it seems like it) when everyone would have to physically go to their destination to get anything done. Whether you want to order a pizza, go shopping, or do your banking, it all required a personal visit. Now let’s travel to the millennium where most services became available through a click of a button on your computer. You can order a customized pizza, shop at international stores, and even pay your credit card bills all in the comfort of your home. With the emergence of smartphones, dare I say getting even smarter every single day, it is only time that mobile services fully take over. With over a million apps available on your smartphone, businesses are all including a mobile service option making their product even more available. Most notably, banks are making the switch from online to mobile. Why? Because who doesn’t want to quickly pay their credit card bills with a few swipes and clicks on your phone? One of the most ground-breaking banks that has hit the digital financial scene lately is a mobile bank account called ZenBanx. ZenBanx is for anyone who lives, works and travels across borders with a need for mobile access to multiple currencies. Founder and former CEO of ING Direct, Arkadi Kuhlmann, noticed that quick and easy international mobile banking was something that traditional
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banks were leaving on the backburner. Kuhlmann took that insight and has now started up ZenBanx. Without any physical branches, the ZenBanx app allows its users to hold up to five currencies in which you can send, receive and exchange to any currency on their roster: AUD, CAD, EUR, GBP, HKD, INR, JPY, SGD and USD. The app even allows you to send a personalized note and a quick selfie to your recipient along with your transaction. This reboot of international banking is done either through your smartphone or online if you prefer, and costs nothing to install or maintain the app. ZenBanx prides itself on being less expensive than rival banks with an bonus of an indefinite amount of freedom to do whatever you please with your money, without the strains of a physical bank. With every aspect of of your moving online, isn’t it time our money was too? Mobile banking is the future, and ZenBanx is lighting the way there. by @alexandravies
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#DOINGITRIGHT
#betterforit To be #BetterForIt or not : Thoughts on Nike’s new campaign in Toronto
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H
ave you noticed these fitness motivational on the journey and not the final result, Nike’s campaign messages around downtown Toronto lately? has brought attention to the importance of everyday Thanks to Nike’s latest campaign #BetterForIt, exercising and the idea of fitness is for everyone. our city is boosted with some extra inspiration. Last but not least, the major goal behind Nike’s The campaign was originally launched to empower #BetterForIt campaign is to drive traffic to Nike stores women to start and conquer fitness goals. However, and website, as well as increase sales. With the popularity the hashtag #BetterForIt has been widely shared among and publicity of this campaign, it would be hard to believe Torontonians ever since it was launched. The intention if Nike didn’t generate profit out of this. behind the campaign, according to Nike, is to encourage women to stay active, eliminate fear and reach for higher What do you think of this campaign goals. by @DebbieLuTweets The campaign’s eye-catching images and humorous language have created buzz in Toronto. In addition, Nike has also created a mobile app containing workout videos that are available to download for free. With an emphasis
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CONTENT WRITERS @SonyaGillHost @alexandravies @nancilynselva @vivianamy @priyaamm @cq_tee @DebbieLuTweets GRAPHIC DESIGNERS @priyaamm @nancilynselva
EDITOR-IN-CHIEF @vivianamy
| 211 YONGE ST, 3RD FLOOR, TORONTO, ON , M5B 1M4 | 416.797.4117 | SOCIALTORONTO@CUMMINSANDPARTNERS.COM |
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The YOUZUS REPORT is presented by