Posts tagged ‘Cadbury’

Seasoned research veteran to lead Edelman Canada’s growing Insights & Analytics specialty

Catherine Yuile, senior vice president, Insights & Analytics

Catherine Yuile joins Edelman as senior vice president, Insights & Analytics

May 19, 2015, TORONTO – Edelman today announced the appointment of Catherine Yuile as senior vice president, Insights & Analytics, effective immediately.  In this newly-created role, Yuile will lead the region’s national Insights & Analytics specialty, overseeing a growing team that implements leading research techniques and measurement strategies to drive better business insights, decisions and actions for Edelman’s clients. She will be based in the Toronto office.

“Hiring Catherine is an important move for us as we continue to reinforce the importance of insights and analytics in all of our client work.  Her credentials in this area are exceptional, and we’re thrilled to have her join the Edelman team,” said Lisa Kimmel, president, Edelman Canada.  “Catherine will oversee our national team while integrating with Edelman Berland, Edelman’s global market research and strategic consulting arm. She will work closely with all of our practices and sectors and will play an important role in continuing to advance our position as a leading global communications marketing firm.”

Yuile brings more than 20 years of experience in market, media and advertising research to the role. At Edelman, she will oversee a suite of consulting, research and measurement products and services that range from quantitative reputation polling, data analytics, consumer behavior mapping and advertising and creative testing.  Yuile will report to Dave Fleet, senior vice president, Canada East, Edelman Digital.

Prior to joining Edelman, Yuile spent 10 years at Ipsos ASI, overseeing a client service team that managed creative development testing and communications and brand health tracking for key clients, while also acting as a senior member of the Canadian Leadership team.

“I am excited to be joining Edelman at such a pivotal time for Insights & Analytics in the communications world,” said Yuile. “Today, what and how we measure may be changing rapidly, yet the fundamentals of good research design and storytelling to drive actionable insights have never been more vital. I look forward to expanding Edelman’s national analytics suite with new, innovative techniques from Edelman Berland and strategic vendor partnerships.”

About Edelman
Edelman is a leading global communications marketing firm, with more than 5,500 employees in 66 cities worldwide.  We partner with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations.  Edelman has always embodied a client-first culture, continuously adapting to the changing needs of our clients and the marketplace.

Our Canadian business has matured from one that has been primarily geography- and practice-focused to one that is also specialty-focused. Our offices in Vancouver, Calgary, Toronto and Montreal offer several specialized areas of expertise – including creative, insights & analytics, paid media and digital – to deliver best-in-class work to our clients in today’s complex media landscape.

Edelman was named one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; The Holmes Report’s “2013 Global Agency of the Year” and was awarded the Grand Prix Cannes Lion for PR in 2014. In Canada, Edelman was among the top three finalists for Marketing Magazine’s 2014 Agency of the Year and has been named one of the Great Place to Work® Best Workplaces in Canada and Best Workplaces for Women.

May 19, 2015 in Our Ideas

Digital Digest #225: You know what they say about cliffhangers…

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 Charlotte Macgregor, Rob Small, Erin CollettKira Borys, Melissa Vekil and Caitlin Stewart.   

We may be full of (bad) jokes today, but we’re serious about this: brands shouldn’t be afraid to target all members of the family – kids and their parents, no matter the product.  Whether you’re on the market for a new stuffed animal or maybe something less exciting, like a bathroom fixture, you’ll come across brands that aren’t afraid to reach out to the family in ways you might not expect.
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May 15, 2015 in Digital Digest, Our Ideas

Digital Digest #224: Whoomp, There It Is

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 Charlotte Macgregor, Rob Small, Erin Collett, Victoria Neufeld and Caroline Dunnet.

This week we take a look at how brands are breaking down barriers to reach consumers that they’re lusting for most. The lesson: inclusion will go a long way and can ultimately help your brand expand reach and profile. So, here are a few examples of how to make a slam dunk with your next big campaign.  Read more »

May 8, 2015 in Digital Digest, Our Ideas

“Yes, content is king, but distribution is Queen and the platforms [you share it on] are God,” said Zaman, whose PR clients regularly ask how to get more views and value out of their content. “Consider it like a record:

Digital Digest #223: Once More, With Feeling

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 Charlotte Macgregor, Rob Small, Erin Collett, Kaylea Forde and Melissa Vekil.

We get it, you’re not crying, there’s just something your eye…Don’t worry – we can hold your hand as we walk you through which brands are making us swoon, cry, or just get downright emotional. From the Pan Am games to local earth-friendly campaigns, these digital spots give us goose bumps with compelling, powerful emotional stories that anyone can relate to, but still feel deeply personalized. There won’t be a dry eye in the house after this week’s roundup.   Read more »

May 1, 2015 in Digital Digest, Our Ideas

A look back at Montreal’s events for the 2015 Trust Barometer

On March 24th and 25th the Edelman Montreal office held two Trust Barometer launch events.

First, John Clinton, chair and CEO, North American Head of Creative and Content, Edelman Canada presented the 2015 Quebec findings to clients and partners of the Montreal office, and the following morning he discussed the results at Infopresse’s annual marketing summit.

See below for some memorable quotes and highlights:

Ève Laurier, General Manager of Edelman Montreal,  greets the audience of clients.

Ève Laurier, General Manager of Edelman Montreal, greets the audience.

John Clinton, Chair and CEO, Canada North American Head of Creative and Content, talks to an excited audience about the public’s trust and what impacts it.

John Clinton, Chair and CEO, Canada North American Head of Creative and Content, talks to an excited audience about the public’s trust and what impacts it.

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April 28, 2015 in Our Ideas

Digital Digest #222: Laugh It Off

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 Rob Small, Kira Borys, Charlotte Macgregor, Kaylea Forde, Melissa Vekil and Erin Collett.

For those who are shamelessly sobbing over last night’s episode of Grey’s Anatomy, we want to help dry your tears. This week’s roundup shows that a little humour can go a long way, especially when viewers don’t feel they are getting a product shoved in their face. From a webcam wedding to a PSA from PornHub (for real), let’s get your weekend started with a few giggles.    Read more »

April 24, 2015 in Digital Digest, Our Ideas

Event Invite: Understanding Acquisition

Dave Fleet leads a group of panelists during last year’s event, discussing the rise of B2B social and how B2B companies can successfully embrace it.

Dave Fleet, Senior Vice President, Edelman Digital, leads a group of panelists during last year’s event, discussing the rise of B2B social.

Edelman Toronto and Dx3 Canada would like to invite you to look past outputs and understand how brand managers are measuring digital outcomes in the era of omni-channel marketing on Wednesday, May 20th. Join us as a group of leaders in their industry tackle the topic: Understanding Acquisition.

With marketers having to adapt to new technologies quicker than ever before, each digital expert will give us a snapshot of how they’re addressing the following:

  • Defining acquisition;
  • Challenging success metrics for digital amongst multiple channels and a non-linear marketing funnel;
  • Determining attribution; and,
  • Keeping up with it all.

Guests will walk away with some of the best practices and tools these experts use to stay relevant in the face of massive information.

The Details

Who:

When: Wednesday, May 20, 2015 | 6-8 p.m. (Doors open @ 5:45 p.m. Presentations begin at 6:30 p.m.)

Where: Edelman Toronto, 150 Bloor St. W. Suite 300

Please RSVP via Eventbrite

Note: Light snacks and refreshments will be served.

April 21, 2015 in Our Ideas

Digital Digest #221: Brand Loyalty or Cult Following?

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 Rob Small, Kira Borys, Charlotte Macgregor, Lauren Gross, Caitlin Stewart and Erin Collett.

It’s hard enough for brands to attract loyal customers while facing several competitors with similar product offerings. Although there are best practices and certain things to avoid, brand loyalty is often unexplainable – most consumers can’t even pinpoint exactly what it is that attracts them to a brand. This can result in a cult-like following, and where exactly does that lead? Well, we know what can happen over an iPhone vs. Android debate, but let’s not get into that. This week, we take a look at what the outcome of extremely loyal fans is and how some competitors are responding in an effort to make fans switch teams.  Read more »

April 21, 2015 in Digital Digest, Our Ideas

“Dan Ovsey recommended trying to bring the journalists into the story. Let bloggers, journalists and other influencers test things out and ask questions when you pitch your idea or send them product samples. Encourage them to give you honest feedback,

“First, and most obviously, startups are new to the marketplace and have little mindshare among the public. Second, the impacts of new and innovative products and services that target businesses and consumers aren’t always easily understood, and in some cases

Edelman Canada is once again named a Great Place to Work® Best Workplace and Best Workplace for Women!

For the fourth consecutive year in a row, Edelman has been recognized as one of the Best Workplaces in Canada and one of the Best Workplaces for Women!

Lisa Kimmel, President of Edelman Canada and John Clinton, Chair and CEO, North American Head of Creative and Content congratulated employees in Toronto, Montreal, Vancouver and Calgary and hosted a “One Canada” toast to thank everyone for helping to make Edelman Canada such a great place to work!

best workplace pic 1

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April 14, 2015 in Our Ideas

Edelman Canada Named One of Canada’s Best Workplaces

We’re thrilled to announce that for the fourth year in a row, the Great Place to Work® Institute has named Edelman Canada one of Canada’s Best Workplaces and one of Canada’s Best Workplaces for Women!

Check out the article

Digital Digest #220: Spring has sprung

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 Rob SmallKira BorysKaylea Forde, Charlotte Macgregor, and Lauren Gross.

Canadians have patiently awaited the arrival of spring, shedding layers and venturing out of hibernation. Similarly, changing of the seasons is often a time for brands to produce fresh content and hatch new campaigns. This week, we looked at some of latest work that’s blossomed this season. Read more »

April 10, 2015 in Digital Digest, Our Ideas