Posts tagged ‘Edelman’

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.
Read more »

January 28, 2016 in Digital Digest, Our Ideas

Edelman Acquires Montréal-based SIXDEGRÉS

Global communications marketing firm expands offerings through acquisition of boutique medical communications firm

Edelman_ROC_Lisa Kimmel_Ève Laurier_Caroline Chevrier

Edelman Montreal General Manager Eve Laurier, Edelman Canada President Lisa Kimmel, and Caroline Chevrier, Senior Vice President, Health (former president and founder of SIXDEGRÉS). photo credit: Mélanie Crête, Blanches Bulles ©

 

January 27, 2016, MONTRÉAL – Edelman announced today that it has acquired SIXDEGRÉS, a boutique medical communications and health marketing firm in Montréal. The transaction, effective immediately, dimensionalizes Edelman’s business across Canada and bolsters the firm’s offering in the Montréal market, which is home to a significant life science industry.

“The SIXDEGRÉS team brings exceptional marketing and consulting expertise to Edelman,” says Lisa Kimmel, president, Edelman Canada. “Together with Edelman’s deep experience in PR, social and digital, and healthcare professional communications, we provide clients with a truly differentiated service offering.”

The SIXDEGRÉS team will integrate into Edelman’s existing team in Montréal.

Caroline Chevrier, former president and founder of SIXDEGRÉS, will join Edelman’s national Health sector as Senior Vice President, Health. Chevrier — who holds a Bachelor’s degree in microbiology from the University of Sherbrooke and an Executive MBA from the University of Quebec — has more than 20 years of experience in medical communications, health marketing, promotions and health technology.

“SIXDEGRÉS has been committed to improving the health and wellbeing of Canadians. I am thrilled that we are joining Edelman,” says Chevrier. “We have found a home that shares the same culture and entrepreneurial values, as well as strong, complementary expertise enabling us to provide our clients with a wider service offering that is essential in today’s growing digital health market.”

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.

January 27, 2016 in Our Ideas

Digital Digest #257: Duck, duck, duck, goose!

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 SmallCharlotte MacgregorErin Collett, Matt Beck,Jillian Pastirik and Sarah Botros .

The same, please, with a twist this time. Honestly, at this point, we’d rather seeanything on our newsfeeds than the scary Donald Trump and Sarah Palin duo or the shrinking Canadian dollar, so we’ll take what we can get. This week, we’re looking at some old-school brand digital spots and ads to determine if the approaches were tried and true, or if they should have been scrapped for something fresh. A few hits, a few misses, but the real moral of this story? Think long and hard about your brand’s 2016 resolutions – there’s no point in a full scale remodel if nothing’s actually changed.
Read more »

January 21, 2016 in Digital Digest, Opinions, Our Ideas

Christopher Vivone Joins Edelman Ottawa as Senior Vice President

Public affairs expert enhances offerings of top communications marketing firm

Chris Vivone

January 18, 2016, OTTAWA – Edelman today announced the hiring of Christopher Vivone as senior vice president, public affairs, to its Ottawa office. Having led government relations activities at the federal, provincial and municipal levels for top global and Canadian organizations, Vivone will now counsel Edelman clients on solutions to navigate Canada’s evolving political landscape.

“I’m delighted to have Chris join the Edelman team,” said Darcy Walsh, senior vice president and general manager, Edelman Ottawa. “With his extensive knowledge of the Ottawa market, Chris and I will work together to build the Ottawa office in the months and years ahead.”

Vivone joins Edelman from Cisco Systems where he was head of government relations and a member of Cisco Canada’s senior leadership team. Since joining Cisco in 2012, Vivone was responsible for developing and implementing the organization’s public policy agenda in Canada with respect to telecommunications, technology procurement, research and development, security and international trade.

“Chris is a smart, experienced public affairs practitioner,” said Bob Richardson, executive vice-president and national practice lead, public affairs, Edelman Canada. “He joins a growing national Public Affairs practice for Edelman right across the country.”

Prior to Cisco, Vivone was a senior political advisor to Canadian Ministers of Finance and Industry. He was also the Director of Government Relations for the Railway Association of Canada and worked for an international public affairs firm.

“I’m honoured to be joining Edelman’s Ottawa team as we expand our public affairs presence and service offerings in Canada,” said Vivone. “The last few months have brought change to the nation’s capital, and I’m excited to get down to work delivering results for our clients.”

In October 2015, Edelman Canada opened its Ottawa office under the leadership of Walsh. The expansion of the Ottawa office staff marks an exciting advancement in the company’s strategy to provide leading-edge public affairs and communications services to clients nationwide. Edelman acquired Toronto-based public affairs firm Devon Group in July 2014.

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.

January 18, 2016 in Our Ideas

Digital Digest 256: It’s still all about apps

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 SmallCharlotte MacgregorErin Collett and Sarah Botros .

If there’s one thing that hasn’t changed in digital in the last few years, it’s that we’re – brands included – still trying to figure out how to use apps. Sure, we can click open, scroll the headlines, all that fun jazz. But we spend our weeks tweeting fun content only to lose followers here and there (or is that just me?). What gives? This week’s Digi takes a look at a few brands who are trying to right the ship, whether it’s jumping on a new app, tinkering with the classics or building their own to keep typically offline customers engaged daily.

Peachy Keen, Jelly Bean

Meet Peach (unfortunately we’re talking about the latest social media thing, not Mario’s long lost Princess). Created by the founder of Vine, Peach seems to be every millenial’s dream – a hybrid of Twitter and Slack with the tagline of “a fun and simple way to keep up with friends and be yourself” – who wouldn’t want to get on board with that type of message! Peach allows the user to create and send GIFS, gives power to the user with magic words and promotes doodling. While some may be wary for getting on board with the latest and greatest app, many brands are diving in head first. With constant competition to be “with it” and “socially savvy” it’s tough not to jump on board when a shiny new app comes to play. Big retailers such a Starbucks, J.Crew and Taco Bell have Peach accounts although they haven’t been verified – we wonder if Peach’s verification will be a pit? While many are hailing Peach as the next big thing, many are comparing the app to Meerkat and saw it plummet to #121 in rankings on the Apple Store. Overall, it seems like a good idea and individuals and brands are buying into it – as an app, what’s not to love? [DigiDay] Starbucks, mentioned in this article, is an Edelman client. Taco Bell, mentioned in this article, is an Edelman client. Domino’s, mentioned in this article is a competitor to Edelman client Papa John’s.

 

Quick-Fil-A

Both posting and responding to social commentary on Twitter, Instagram and Facebook isn’t a exactly new strategy for big brands – nearly all do, and most do so without any major blunders. Chick-Fil-A (see what we did there?) wants to approach their strategy differently, acknowledging that the window of opportunity to respond and engage the right audience is a short one. The brand decided to tailor its approach based on channel, creating smart, responsive social that can be ready-to-go in a flash. With legal and production at the same table, posts are quickly approved and can be leveraged on the spot, based on what’s going on in their target markets (think: if a Florida sports team scores, a post with a Florida fan cheering can be posted and geo-targeted immediately). The brand’s proving its social chops with this agile and smart strategy, and inspiring us to consider some real-time posts of our own! [DigiDay] Amazon, mentioned in this article, is a competitor to Edelman client eBay.

 

Ford to help parking woes 

Ford has partnered with parking companies, ParkWhiz and Parkopedia, to make your drive into the city a little easier. Its new app, FordPass, allows you to reserve and pay for parking spots from your fingertips (if only it could fix the commuting disaster we call the Gardiner, am I right?). End-of-day meeting running late? No problem. You can also extend your parking from the app. Most car owners are very loyal to the brands they trust – after all the car you own says a lot about your personality. And we know that customers need more than a one-off sales pitch to sway any conversions. While there are additional perks for Ford Owners, such as car start, schedule maintenance appoints, the app is free for anyone, offering services with no strings attached. Providing ongoing communication and help, addresses customer’s “what’s in it for me?” concerns. Watch out Uber, FordPass is also offering ride sharing and car sharing. With lofty ambitions (Ford thinks this new app will be the iTunes of the car industry, whatever that means) it’ll be interesting to see whether FordPass will mitigate or instigate parking lot wars. [AdAge] McDonald’s, mentioned in this article is a competitor to Edelman clients, Arby’s and Taco Bell.

 

Tech Updates: CES 2016

 

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. 

January 15, 2016 in Our Ideas

Digital Digest #255: Back to the Future

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, Charlotte MacgregorErin CollettJill PastirikSarah Botros , Emily Miller.

New year, new you, am I right? No. This week’s Digital Digest isn’t about getting up at 5:00 a.m. to hit the gym – after all, we’re aiming to be moderately successful people this year (see: the rule). We’re only a week into 2016 and we’re already seeing some really interesting trends emerge. Everything from fighting for Steven Avery’s civil rights, to saying “good riddance” to some of our previously faithful tools, this year is already shaping up to being an exciting one!  Read more »

January 8, 2016 in Digital Digest, Our Ideas

Digital Digest #254: Our 2015 Favs

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, Charlotte MacgregorErin CollettJill PastirikSarah Botros 

Digital Digest #253: Bull’s Eye

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 Erin Collett, Charlotte Macgregor, Emily Miller, Jillian Pastirik, and Rob Small.

Within the realm of communications marketing, we devote much of our time to thinking about how we can most effectively reach a specific target audience. It can be easy to assume the goal is always the same: reach as many people as possible, but this week’s Digital Digest dispels that myth. As this week’s articles reveal, it’s not about reaching as many people as possible, it’s about reaching the right people. Whether you choose to target a small population with a single, strategically placed billboard, or a limited group of similarly-minded Instagram users, when it comes to targeting an audience, keep this in mind: nothing beats a bull’s eye.

Read more »

December 10, 2015 in Our Ideas