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Digital Digest #209: A Matter of Trust

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Caroline Dunnet, Caitlin Stewart, Erin Collett, and Kaylea Forde.  

With the launch of Edelman’s 15th Trust Barometer survey results this week, we’ve got trust on the brain. This year’s findings show just how critical building trust is to successfully bringing new products to market and to building consumer loyalty. But how can companies build and maintain trust? This week’s Digital Digest looks at how trust is earned and lost, and at brands who have focused on developing meaningful relationships with key stakeholders in unique ways, helping to establish trust in the process. Read more »

January 22, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #208: Pushing The Boundaries, One Brand At A Time

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Caroline DunnetCaitlin StewartErin CollettLauren GrossKaylea Forde and Victoria Neufeld.  

Brands are pushing the boundaries and aiming to stand out from the crowd in a BIG way. What makes people talk about your campaign? One way is having your audience be either ‘wowed’ or shocked by your brand and their strategy. This week’s Digital Digest takes a look at brands who are shocking the socks off of their consumers – and they will surely grab your attention too. Read more »

January 15, 2015 by in Digital Digest, Our Ideas | 0 comments

“Kimmel has, simply put, revolutionized her office’s corporate culture. A strong believer in the value of employee satisfaction, she used her keen insight to usher Edelman Toronto into an unparalleled era of growth and verve.”

Lisa Kimmel, General Manager of Edelman Toronto, was recently profiled in the Jewish Review.  Read the full article beginning on page 50, Being a People Person: The Strongest Level of Leadership here.

 

 

January 14, 2015 by in External posts, Our Ideas | 0 comments

Digital Digest #207: New Year, New You

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Caroline Dunnet, Caitlin Stewart, Jordana Levine, Erin Collett, and Erin Meagher.

As we’re all making our personal New Year’s resolutions (that will likely drop by the wayside come February), brands are also executing their digital strategies for 2015. From one of the very first campaigns and coolest technology trends of the year to a couple surprises that snuck in at the end of 2014, this week’s Digital Digest takes a look at brands who are already making an impression. Read more »

January 9, 2015 by in Digital Digest, Our Ideas | 0 comments

“Based on a LinkedIn profile, I thought an SVP at Edelman US had a really interesting digital role. I picked up the phone and called him directly. What transpired was a great, candid insight to his day-to-day and where he thought the agency was headed. I liked what I heard, particularly about Edelman’s evolution as a truly integrated communications-marketing firm. One year later I was at Edelman Toronto.”

Bianca Freedman, Account Director of Edelman’s Digital team, was featured in Today’s Notable Young Professional where she discusses her role at Edelman, what success looks like and the challenges she’s had to overcome in her career. Read the full article here.

 

January 5, 2015 by in External posts, Our Ideas | 0 comments

Digital Digest #206: Editors’ Picks

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Jeff Lang-Weir, Adam Weitner, Erin Collett, Caroline Dunnet, Victoria Neufeld, Erin Meagher, Scott Tavener and Lauren Gross.

Each year we reflect on how quickly it flew by, wondering what the next will bring. As the Edel-editors for Digital Digest convened one last time in 2014, we shared campaigns that continue to resonate in our minds as the year’s best. From viral videos to creative new ways to explore digital conversation, we share some of our favourite campaigns and hold our glasses high as we toast to 2014 and welcome the New Year. Read more »

December 23, 2014 by in Digital Digest, Our Ideas | 0 comments

2014 Agency of the Year shortlist: Edelman

“Clients are looking for the best ideas,” whether they come from a creative, digital or PR agency, [John Clinton] says. Increasingly, Edelman is looking like all three combined.”

We are excited to announce that Edelman has been shortlisted for 2014 agency of the year by Marketing Magazine. Thanks to the firm’s recent investment in digital and creative talent, all while adding paid media to the mix, Edelman has been able to deliver the best ideas for clients including the Kraft MiO Squirtcar. Read the full article here.

December 19, 2014 by in External posts, Our Ideas | 0 comments

“To me, balance is paying attention to my family, my career and my mental and physical health, all of which are very important to me.”

John Clinton, CEO of Edelman Canada, shares his approach to work-life balance and discusses how career professionals can achieve ways to find time to spend with family and friends, doing things they love. Read the full article on The Globe and Mail’s Leadership Lab Series.

December 19, 2014 by in External posts, Our Ideas | 0 comments

“When employees know you’re being open and honest, their respect for you and their trust in your leadership contributes to a strong corporate culture – and in turn, creates important advocates for your company.”

In this edition of the Globe Careers’ Leadership Lab series, Lisa Kimmel talks about what she learned from her experience acting as Edelman president and CEO Richard Edelman’s chief of staff for one week. Drawing inspiration from that experience, Lisa held the first executive job shadowing program in Toronto. Read the full article here.

December 10, 2014 by in External posts, Our Ideas | 0 comments

Lisa Kimmel Chosen as one of WXN’s Most Powerful Women Three Years in a Row!

WXNLisaLisa Kimmel, General Manager of Edelman Toronto, was honoured at this year’s Women’s Executive Network event as one of Canada’s Top 100 Most Powerful Women.  Lisa has achieved this honour three years in a row.

Kimmel [has] picked up this honour before, and it was [her] continued performance success that helped secure this year’s spot. – Strategy Magazine.

Read more »

December 9, 2014 by in Our Ideas | 0 comments

Edelman and TransCanada agree to end collaboration on the Energy East Pipeline project

Over the last week, attention has moved away from the merits of TransCanada’s Energy East Pipeline project. As a result, and in the best interests of the project, Edelman and TransCanada have mutually agreed not to extend Edelman’s contract beyond its current term. The contract concludes at the end of December, but Edelman will support the transition of work.

Read more »

November 26, 2014 by in Our Ideas | 0 comments

Digital Digest #204: Cold front

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Erin Collett, Victoria Neufeld, Alexandra Fahmey and Lauren Gross.

We can’t even remember fall season now that holidays and snow are upon us. This week, we examine some cold weather campaigns, along with the most recent internet hashtag sensations. Read more »

November 13, 2014 by in Digital Digest, Our Ideas | 0 comments

Richard Edelman and Edelman Toronto’s Dave Fleet have been named to Communications Degree Guide’s list of ‘The 30 Best Communications and PR Blogs 2014.’ Richard Edelman recently celebrated a decade of blogging, with his blog  6 a.m., and took the top agency blog spot on the list. Dave Fleet, senior vice president, Canada east digital, was recognized for his personal website, davefleet.com, and for his post “15 Top Tips for a Successful PR Career.” Read the full Communications Degree Guide list here.

 

 

November 10, 2014 by in External posts, Our Ideas | 0 comments

Nothing Little About This Give

Matthew Beck, Daina Astwood-George, Caitlin Stewart and Laine Jeramy on their way to the Kiwanis Boys and Girls Club.

Matthew Beck, Daina Astwood-George, Caitlin Stewart and Laine Jaremey en route to the Toronto Kiwanis Boys and Girls Club.

I joined Edelman three weeks ago and was quickly struck by the talent that exists on this team. Individually, everyone brings impressive levels of expertise drawn from seemingly endless skill sets, and collectively this expertise gives our clients a 360° view of how we can best support their brands.

There are many ways we come together on a daily basis to show up differently for our clients, but I was floored by how this mindset is amplified during The Little Give. This annual 48-hour corporate social responsibility initiative, which took place in Toronto this year from October 23-25, is intense (to say the least), but what each team is able to accomplish during this very limited timeframe is astonishing. Read more »

November 7, 2014 by in Our Ideas | 1 comment

Digital Digest #203: Let’s Get Fresh

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Caitlin Stewart, Victoria Neufeld, Erin Collett, and Jeff Lang-Weir.

The first step to creating great content has always been about understanding your audience and what they’re looking for (particularly if they don’t yet know they’re looking for it). But what happens when the ways that you reach those audiences change, while the goals, and those watching, stay the same? This week, we look at some of the ways brands are tailoring their content to new platforms or shifting their approach to cut through the clutter and deliver the same message in new ways.

Tech Updates

Instagraphics

Instagram’s impressive growth is turning heads and marketers are taking note. Brands are now utilizing the mobile app to enhance their visual marketing strategy, and for good reason. Engagement on Instagram during Q3 2014 has risen 415 percent compared to the same period 2012 and now that Instagram is going to roll out paid advertising support, the game is only going to get more competitive! This shift has marketers thinking about how best to position content to drive quality results. Simply Measured crunched some numbers and Adweek provided some helpful tips for success, including:

  • Using @mentions in the caption results in 56 percent more engagement
  • Using at least one #hashtag drives 12.6 more engagement
  • Tagging a location results in 79 percent more engagement

[AdWeekStarbucks, mentioned in this article, is an Edelman client, Michael Kors and H&M are competitors to Edelman client LOFT, Mercedes-Benz and BMW are competitors to Edelman client Volkswagen

Risky business

Conventional wisdom has long held that brands should distance themselves from controversy, but recently some brands have become more willing to stake out a position on social issues. For example, Apple CEO Tim Cook became the first openly gay Fortune 500 CEO last Thursday in an essay in Bloomberg Businessweek. He linked his announcement with Apple’s corporate values and respect for equality. As well, Starbucks has released a video in partnership with OutTV filmed during World Pride 2014 in Toronto. The video featured contestants from Ru Paul’s Drag Race. OutTV Chief Operation Officer Brad Danks said that public interest was so high that Starbucks had to move the shoot to avoid disruptions from fans and cited positive reaction from the gay community. While brands still run the risk that not all of their consumers will agree with their positions, more and more are finding it to be a risk worth taking.  [DigiDay] [Marketing MagStarbucks, mentioned in this article, is an Edelman client, Apple and Sony are competitors to Edelman clients Samsung and Microsoft

If you can’t beat em…

Last week, we talked about Facebook’s push for brands to host their content in-platform and while many publishers are resistant, the decline in homepage visitors are forcing them to look for more efficient ways to deliver content. This week, we’re watching the ways different brands are testing the waters. Buzzfeed, for example, has created a new division that will strictly on producing content for social media. Interestingly, we’ve also seen traditional news outlets embrace social media publishing. CNN Politics created a series of videos for the United States elections. It has recognized that content needs to be tailored to each platform and made these videos for those who may not be as invested in political content as the average CNN viewer (or are wondering how many Pumpkin Spice Lattes could be purchased with campaign spending. Hint: A lot.) For years, various outlets have suggested best-practices for content length. Recently SumAll and Buffer have published an infographic with character and time limits for brands to use as a guideline when publishing online content. While content should definitely be tailored by platform, at the end of the day, the most important factor is the content. The infographic advises that YouTube-style videos be 3 minutes but CNN Politics get to the point in 15 to 30 seconds. No brand wants to concede to Facebook taking their publishing rights but some brands simply can’t afford to miss out on those engagement opportunities. [Digiday] [Ragan]

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog on Thursdays. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

November 7, 2014 by in Digital Digest, Our Ideas | 0 comments