Posts tagged ‘edelman canada’

Digital Digest #273: Over here, guys!

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, Jill Pastirik, Rob Small and Erin Collett.

Without seeming opportunistic, it can be hard for brands to remind their audience that they’re around – sure, sometimes it works to leverage a moment or holiday, but for the most part, once your time is up, your time is up. As per usual, we found you a few exceptions. Whether it’s sticking around during the months leading up to an annual event or capitalizing on national sentiment, this week, we’re looking at brands who’ve managed to stay top of mind during down time.

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May 20, 2016 in Digital Digest, Opinions, Our Ideas

Digital Digest #272: Flashback Friday

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 Emily Miller, Jill Pastirik, Rob Small, Rachel Bloom and Erin Collett

Digital Digest #271: When LOL means “lots of love”

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 Rachel Bloom, Emily Miller, Jill Pastirik and Rob Small.

With Mother’s Day coming up this weekend, let’s be frank. One day a year is not enough time to thank Mom for everything she does. From the very beginning, she puts up with us as stubborn toddlers who relentlessly beg for a second bedtime story. As we grow, she continues to love us, even when our teenage mood swings and desire to appear adult-like prevent us from acknowledging her publically. As we become adults, Mom continues to be there for us – even if this means sending us unintentionally aggressive all-caps texts, or her frequent misusage of the shocked emoji in emails. Not only does Mom deserve breakfast in bed this Sunday, she also deserves help with all the things that come with being a mother. Whether it’s an app that allows her to keep her promise of a bedtime story while she’s away on business, or a Snapchat story that showcases her alma mater so she doesn’t risk being the embarrassing helicopter parent on the campus tour, the newest digital trends are all about making life easier for Mom. Read more »

May 6, 2016 in Digital Digest, Our Ideas

Digital Digest #268: Baby Got Brands

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 MacgregorJill PastirikRob Small, Matt Beck and Erin Collett

Digital Digest #267: Working for the Weekend

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 Caitlin StewartCharlotte Macgregor, Jill Pastirik, Rob Small, Lara Tutton and Erin Collett.

Forget the nine to five. For brands, the real opportunity to grab our attention lies in the hours between Friday and Sunday night. Whether your idea of a successful weekend involves ‘Netflix and Chill’, a whiskey on the rocks or a good old fashioned dance party, this week’s Digital Digest looks at brands who are appealing to consumers’ weekend lifestyles to shift their perceptions and earn their loyalty.

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April 1, 2016 in Digital Digest, Our Ideas

Digital Digest #266: Now That You Know Better, Do Better

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 Jill Pastirik, Sarah Botros, Rob Small, Charlotte Macgregor and Erin Collett

People can be kind of terrible. Over time, we have really done a number on our planet and others in our own interest. But it’s 2016 and #realtalk is happening over many of these issues. We’re already starting to see the effects of global warming and thinking of anyone as a second-class citizen is getting old and ridiculous. It’s great to see brands investing money to generate conversations that help educate people on these issues so that we can all do better. From bringing back the bees, to narratives about consent and proving stereotypes wrong, this week’s Digital Digest looks at brands who are doing what they can for social change through thoughtful campaigns. Read more »

March 18, 2016 in Digital Digest, Our Ideas

Digital Digest #265: Time After 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 Jill Pastirik, Caitlin Stewart, Charlotte Macgregor and Erin Collett. 

These days, it feels as though some brands have been around for ages. While this may seem like a walk in the park for advertising and marketing, these classics don’t always get a free ride. Brand loyalty is hard to come by when there are so many options available to consumers. This week’s Digital Digest focuses on those old time brands that we know and love, and how they’ve stayed relevant all these years.

Hug it out 
In their latest campaign, McDonald’s Canada stirs the pot between loyal fans of the Montreal Canadiens and their rivals, the Boston Bruins. What begins as a contest of dancing and pushups gets serious real fast when diehard Habs fans are asked if they would be willing to hug Bruins captain, Zdeno Chara for a free Big Mac. The real kicker? Chara comes out of hiding behind a curtain to put them on the spot. The reactions speak for themselves, but most of them end up hugging it out (reluctantly). It’s not easy to start conversations about something like a Big Mac, considering it hasn’t changed in almost 50 years, but this experiment shows that there’s no need to fix what ain’t broken. While hockey is usually at the top of most Canadian’s list of favourite things, it was all good fun (although we’d like to see the outtakes) and hey, it’s a free burger. We’ll take five, please. [MarketingMagMcDonald’s is a competitor to Edelman clients, Yum! Brands.

Engage me
Besides melting in your hands at the movies, M&Ms help serve as a prime example of a company managing to stay relevant for nearly a century. In an age where maintaining loyal followers is challenging (why did my latest Insta only get 29 likes?), their strategy has stood the test of time, building an unparalleled reputation in the candy industry. Starting as a quick, portable calorie ration for soldiers in World War II, M&Ms have always managed to adapt to the trends and keep their consumers buying their products. Despite the cutthroat world out there, M&Ms have kept their (rounded) edge by leveraging consumers and always looking for new ways to amplify the tasty little snack, even if it means making a chocolate spokesperson. The company may be old school, but their strategy isn’t; they’re constantly adapting to current trends and always bringing consumers something new. We’re looking forward to seeing what they’ll create over the next 75 years – maybe some M&Ms to go with our free Big Macs? [AdWeekMars and Hershey’s, mentioned in this article, are competitors to Edelman client, Mondelēz. 

Do it for digital 
Digital demand requires digital solutions – duh. That’s why Kohl’s is upping its online game with a customer-focused push, to reach its goal of becoming a digitally focused company by its latest app, making the Kohl’s shopping experience personal. When you scan an item in store or online, the price reflected depends on how many points, coupons and deals are on your account at the time – portraying a deal you won’t want to miss. Their loyalty program is also automatically activated across channels making the in-store to home experience seamless.  While not exactly revolutionary, it’s important that Kohl’s is realizing it’s a digital world and if you can’t compete in this space, you won’t last. Better late than too late. This new approach shows signs of further digital opportunities in the near future. [Digiday]

Tech Updates:

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. 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. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

March 11, 2016 in Digital Digest, Our Ideas

What Business Leaders Can Learn from the Trudeau Effect

2016_Trust_Barometer

Canadian Prime Minister Justin Trudeau’s recent appearance at the World Economic Forum predictably resulted in a range of commentary from policy wonks and political pundits. There were those who suggested the Prime Minister’s visit had re-established Canada as an international force, while others criticized the newly elected leader for his move to downplay Canada as a resource powerhouse.

Critical observers noted the ease with which Trudeau navigated the pleasantries of the global conference, rubbing elbows with other heads of state and global business leaders, charming them with youthful optimism and candor. Whatever one’s political stripes, Canada’s business leaders — many of whom were inexcusably absent from the conference — would be well-served to take a page out of Trudeau’s playbook.

The Canadian 2016 Edelman Trust Barometer data, released this morning, revealed trust in all of Canada’s institutions is on a sharp incline, driven primarily by the informed public – those who have a higher income, level of education, and media consumption habits, and thereby have been exposed to high doses of the new and media-savvy Prime Minister’s tactics in public engagement.

It’s of little coincidence the survey was conducted in the immediate aftermath of the federal election, the outcome of which has had a reverberating impact on Corporate Canada. Trust in CEOs was up eight points this year among the general population, the highest year-over-year gain for any type of spokesperson in Canada.

But business leaders aren’t out of the woods just yet. They still rank third-lowest in spokesperson credibility and continue to be seen as out of touch with the general population.

In fact, only 28 percent of the general population in Canada felt CEOs could relate to people like them, indicative of a growing chasm between the informed minority and mass majority with respect to CEOs’ likeability and relatability. Not surprisingly, 29 percent believe CEOs are not fairly paid relative to the workforce. But what was really eye-opening was the degree to which Canadians want to see business leaders as human. More than 80 per cent want to know about CEOs’ personal values, 60 percent want to know about the personal obstacles they’ve overcome and 53 percent want to know about their lifestyle choices.

As past Trust Barometer findings have revealed, they also want the business community to improve in a very direct and tangible way the fabric of society, beyond jobs and economic growth. That’s precisely why Trudeau’s willingness to be present at Davos and acknowledge the world’s social ailments — and Canada’s role in combatting them — resonated with so many Canadians. In addition, his willingness to be interviewed by CNN’s Fareed Zakaria (and others) exhibited a level of earnestness and candor that resonates highly with Canadians.

Political leaders will always be polarizing, and particularly so to Canada’s business community. However, those who can set aside policy and partisanship and study the behavioural traits of the new Prime Minister will realize his surge in likeability is directly tied to the very traits admired and valued by the increasingly influential mass population — transparency, accessibility, openness and a willingness to collaborate.

Doing so will go a long way in currying favour with the bulk of the population, which wants to trust its business leaders but is looking for reasons to do so that go beyond strong financial results.

Lisa Kimmel (@lisakimmelis president of Edelman Canada. Edelman (@EdelmanPR) is a leading global communications marketing firm. Lisa was recently inducted into the Top 100 Most Powerful Women in Canada Hall of Fame by the Women’s Executive Network.

March 8, 2016 in Our Ideas

Digital Digest #262: Back At It Again!

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, Jill Pastirik, Rob Small, Caitlin Stewart and Erin Collett.

We get it, you want Jennifer Lawrence to be your spokesperson and LeBron James to endorse your product on Twitter, but #notgoingtohappen. Instead, how about leveraging the everyday people who make your campaign a success – consumers. This week, we’re looking to the campaigns that didn’t spend the big bucks on a high-priced celebrity but instead, leveraged their biggest brand advocates to boost engagement and spark a genuine conversation. While it might be a little risky to crowd source your entire digital ad, or let something like #tindernightmares run wild, our inclination is that long term – it pays off. Read more »

February 25, 2016 in Digital Digest, Our Ideas

Digital Digest #261: Ain’t no Party Like an All-Star Party

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 Sarah Botros, Charlotte Macgregor, Matt Beck, Rob SmallJill Pastirik and Erin Collett.

Toronto experienced a frenzy of promotions and celebrities this past weekend with the NBA All-Star event. Followed by the Grammy’s, it was a star-studded couple of days. How do brands break through the clutter when there’s so much attention focused on celebrities? It can be easy to forget about everything else when we’re trying to snap a selfie with the 6ix god himself. This week’s Digital Digest explores the brands and people invested in timely events, and how their influence shapes viewers’ opinions and actions. Read more »

February 19, 2016 in Digital Digest, Our Ideas

Paul de la Plante Joins Edelman Montreal as Senior Vice President

New Quebec corporate practice lead strengthens firm’s Canadian financial communications offering

Paul de la Plante

February 18, 2016, MONTREAL – Edelman today announced the hiring of Paul de la Plante as senior vice president, Corporate, in its growing Montreal office. With nearly two decades of corporate and financial communications, investment finance, and entrepreneurial investment and management experience, de la Plante further strengthens the communications marketing firm’s North American capabilities as its new practice leader for Quebec.

“Paul’s impressive background in the corporate and financial communications space makes him an invaluable member of our team,” said Ève Laurier, general manager, Edelman Montreal. “In addition to his broad understanding of the Canadian, American and European financial markets, Paul brings with him a depth of experience in transactional communications, financial issues management, and governance and disclosure that solidifies our reputation as a go-to firm amongst Quebec-based businesses.”

Prior to joining Edelman, de la Plante was a partner at National Public Relations, where he advised C-level clients in various industries, including consumer products and retailing, home improvement, investment, real estate, commercial aviation, broadcasting, and sports. His clients have included Molson Coors, Dollarama, Lowe’s Companies, Hudson’s Bay Company, Provigo, Jarislowsky Fraser Global Investment Management, Fiera Capital, Alcoa, Standard Life, Innergex Renewable Energy, Canmarc REIT and Air Canada.

Paul’s previous experience also includes 16 years with major investment banks, including several years in institutional equity sales in London, England with BMO Nesbitt, and later as manager of the international division of Levesque Beaubien (predecessor to National Bank Financial), where he was responsible for the firm’s American, European and Middle Eastern markets.

“Many Quebec-based organizations look instinctively to the United States for growth, and they need a strong Montreal agency that is able to provide seamless corporate and financial communications strategies,” said de la Plante. “Edelman is a strong and growing presence in the Montreal market, and a large part of our appeal is connecting to Edelman’s depth of talent and expertise across Canada, in the United States and globally. No other firm offers these strengths to its clients.”

The addition of de la Plante to Edelman Canada reflects the firm’s commitment to serving its clients’ corporate interests across North America. Edelman continues to expand its corporate and financial communications consulting offerings, honing experienced teams in Toronto, New York and London.

About Edelman
Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations.

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, Ottawa and Montreal offer several specialized areas of expertise — including creative, crisis & risk, public affairs, insights & analytics, paid media and digital — to deliver best-in-class work to our clients in today’s complex media landscape.

Edelman was named The Holmes Report’s “2015 Global Digital Agency of the Year”; one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; 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.

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February 18, 2016 in Our Ideas

“The debate has always been around where did the idea come from? And I think you can look at this two ways. In reality, sometimes PR companies are hired to amplify things, and if they do an extraordinary job amplifying

Lisa Kimmel Appointed to President and CEO, Edelman Canada

LisaKimmel_MatthewHarrington

President of Canadian operations for leading global communications marketing firm takes on additional role of CEO, Canada

February 8, 2016, TORONTO – Edelman today announced that Lisa Kimmel has been appointed to president and CEO of Edelman Canada. In her new role, Kimmel will continue to cultivate senior client relationships while leading Canadian strategy development and execution for the firm. She will also continue to drive new business efforts for the agency on a national basis, and set the company direction and long-term vision for Canada.

“Edelman Canada thrives under Lisa’s leadership,” said Matthew Harrington, global chief operating officer, Edelman. “From best-in-class creative and digital work being delivered for clients across Canada, to expanded expertise resulting from a growing Ottawa office, a recent acquisition in Montreal and strategic new hires, Canada continues to shine and remains one of Edelman’s first movers globally.”

One year ago, Lisa was promoted to president, Canada, after serving as general manager of Edelman’s Toronto office for six years. Since then, Lisa has led the firm’s pivot from PR to communications marketing, while counseling some of Canada’s most recognizable brands and earning accolades — including induction into the WXN Hall of Fame as one of Canada’s Most Powerful Women.

“I’m extremely honored to take on the role of CEO, Canada,” said Kimmel. “We’ve been strategic in developing a unique earned-centric, social-by-design approach that has proven to move the needle for our clients. We will continue to deepen our expertise and refine our offerings, to bring the most innovative solutions to bear for our clients.”

Lisa’s appointment is effective immediately. John Clinton, North American head of creative and content, continues as Canadian chair and is a strategic advisor to the business and key clients.

About Edelman
Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations.

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, Ottawa and Montreal offer several specialized areas of expertise — including creative, crisis & risk, public affairs, insights & analytics, paid media and digital — to deliver best-in-class work to our clients in today’s complex media landscape.

Edelman was named The Holmes Report’s “2015 Global Digital Agency of the Year”; one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; 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.

February 8, 2016 in Our Ideas

Digital Digest #259: 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 Jill Pastirik, Charlotte MacgregorErin Collett and Emily Miller.

Earlier this week, we hosted our annual Trust Barometer event in Toronto, revealing that trust in all four Canadian institutions (business, NGOs, government and media) have climbed to their highest levels since 2012. With that in mind, Canadians still believe that leaders aren’t meeting expectations when it comes to transparency and acting ethically. Trust is tricky. As Warren Buffet so eloquently put, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Despite his wise words, we still see campaigns that make you go, “how did this get approved?” This week’s Digital Digest takes a look at some recent campaigns that may be compromising levels of trust and gentle reminders to sleep on some ideas before executing. Read more »

February 5, 2016 in Digital Digest, Our Ideas

Digital Digest #258: It’s January And I’ll Cry If I Want To

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 Sarah Botros, Jill Pastirik, Matt Beck, Charlotte MacgregorErin Collett and Emily Miller.

Congrats! You’ve made it past the most depressing day of the year – Blue Monday. In addition to battling harsh winter weather conditions and coping with less daylight, many of us give up on our new year’s resolutions right around this time. Brands are using this moody month as an opportunity to captivate viewers and listeners with emotively charged content that bolsters their key messaging (and maybe take slight advantage of your volatile mindset). Appealing to audience’s emotions has always been an effective communications marketing tactic, but it turns out January is the perfect time of year to deploy this approach.
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January 28, 2016 in Digital Digest, Our Ideas