Our very own Jordan Doucette, National Executive Creative Director, will be on the public relations jury for the 2015 CLIO awards. The deadline for entries is May 15 and the awards will be held at a ceremony in New
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, Caitlin Stewart, Kaylea Forde, Caroline Dunnet and Melissa Vekil.Digital Digest, Our Ideas
According to Edelman’s 2015 Trust Barometer, the government is the least trusted institution in Quebec
March 25th, 2015, Montreal, QC – The Quebec results of the 15th edition of Edelman’s Trust Barometer, which are part of the largest annual poll on trust conducted globally, show that trust in the media is stronger in Quebec than in any other Canadian province (59 per cent in Quebec compared to 51 per cent in the ROC). NGOs, which include academic institutions (57 per cent), and business (53 per cent), follow closely behind, with the government (42 per cent) coming in last place.Our Ideas
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, Matt Beck, Caitlin Stewart, Kaylea Forde and Erin Collett.
This week, what’s old is new again. Established brands are making savvy moves with modern twists to create edgy and clever promotional campaigns that hope to revitalize their brand’s standard routine. In this edition, it’s not about how old your brand is – it’s how you play the game.
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“It’s easy to assume that the natural leaders in your company will always display those winning qualities. But if the executive team doesn’t make a conscious effort to lead those leaders – and that includes communicating with them frequently and
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, Caroline Dunnet, Matt Beck, Melissa Vekil, Kaylea Forde and Erin Collett.
Brands are continuously working to bring point-of-purchase quite literally to your fingertips at all times. New technology and social media are making it even easier for them to compile intel of consumers’ behaviors and interests. From shoes that can track your whereabouts to a Tinder debut, apps to measure Insta-ROI, and advertisers finding the sweet spot for March Madness commercials, this week we take a look at brands that are getting up close and personal to win you over. Read more »March 20, 2015 in Digital Digest, Our Ideas
On Friday, March 6, the Toronto Global Women’s Executive Network (GWEN) committee held their annual Minute Mentoring event in honour of International Women’s Day. Edelman staff met with mentors from a variety of practice groups and leadership roles who shared their personal stories, insights and guidance on what helped shape their careers.
Mentors who participated included Edelman’s very own: Jordan Doucette, National Executive Creative Director; Tristan Roy, Managing Director, Digital and National Specialties; Bob Richardson, Executive Vice President, Public Affairs and Sarah McEvoy, Vice President, Corporate Communications Lead.
Lisa Kimmel opened up the event, speaking about the importance of GWEN and offered her own personal tips on career advice and personal growth, including: figuring out what it is you want to do; taking action; holding yourself accountable; and advocating for yourself.Our Ideas
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, Caroline Dunnet, Matt Beck, Caitlin Stewart and Erin Collett.
Established brands are becoming increasingly aware of the need to adapt, especially when it comes to holding the attention of their target audiences. This week, some tried and true content-outlet combos show us that they can get back in the game by adapting their strategies in order to create content consumers want, delivered through platforms consumers use the most. Read more »March 13, 2015 in Digital Digest, Our Ideas
After years of registering as a generally trusting nation, Canadians are losing faith in business, government and media, according the 2015 Edelman Trust Barometer. Amid this growing public skepticism, how can organizations build more trusting relationships with their stakeholders?
Edelman Calgary recently convened nearly 200 local business and thought leaders to explore the reasons behind evaporations of trust in Canada and around the world. To a sold-out room, John Clinton, Edelman chair and CEO, Canada, and North American head of creative and content, explained why trust is absolutely essential to business relationships, and how companies can build trust and enhance performance through integrity and engagement. Laurie Stretch, general manager of Edelman Calgary, presented data showing challenging levels of trust in energy — a topic especially relevant given the energy sector’s considerable presence in Calgary.
The review of data was followed by a robust discussion moderated by Adam Legge, president and CEO of the Calgary Chamber of Commerce, featuring the following distinguished panelists who each brought unique perspectives on trust to the table:
The event drew significant attention from media, resulting in a segment featuring Stretch and Hall-Findlay on CBC’s Eye Opener; interviews with Stretch on CBC Edmonton and CTV News; and an op-ed by Stretch in the Calgary Herald.March 12, 2015 in Our Ideas
I just completed my first year at Edelman – wow, how time flies! I am pleased to say that I am as excited to be here today as I was on day one.
Part of Edelman’s commitment to their employees is to have employee engagement committees; in the Toronto office there are three: Connection, Training and Impact. Each one has its own core objectives, however, the overall objective is to provide employees with opportunities to stimulate professional growth.
Many months ago the Impact Committee announced a very exciting “I want to go there” contest. We were asked to submit an entry in 200 words or less and list reasons why we wanted to attend a professional conference. Edelman would not only provide the time off to attend but also pay for us to go. At first I didn’t think it would apply to me, not because I was made to feel that way but because it was a natural instinct of many years of administrative work. However, I took a chance and sent my submission to attend the Behind Every Leader (BEL) conference. I was surprised and very pleased when I received the news that I was selected to go.Our Ideas
“The most memorable milestone for me was a project we worked on last June during NXNE called the MiO Squirtcar. In response to a client brief to make news of their title sponsorship of the festival, the team at
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 Stewart, Erin Collett, Charlotte Macgregor, and Melissa Vekil.
This week’s Digital Digest tells us that brands simply aren’t paying consumers enough. Taco Bell wants to know how badly Canadians want the Dortitos Cheesy Gordita Crunch (or DCGC, if you will), Converse is displaying consumers’ Chucks as works of art and Apple’s new camera allows us all to be professional photographers. With the help of some awesome user-generated content, these brands are hitting a sweet spot.
How do you shoe?
Converse is celebrating its trademark shoe – the Chuck Taylor – by leveraging some seriously cool user-generated content. The digital showcase, titled “Made by You”, displays over 200 pairs of its classic design, customized and personalized over the years by iconic names including Andy Warhol and Patti Smith. The campaign launched through the brand’s strong social platforms, and hopes to show people what they’ve created and to generate stories, rather than launch a boxed marketing effort. Though the shoes have been around for 98 (!) years, this campaign comes on the tail of the brand’s strong recent growth, proving that while everyone may own a pair, they’re still your very own work of art. [Ad Age] Nordstrom, mentioned in this article, is a competitor to Edelman client, LOFT.
To build awareness for the launch of its Doritos Cheesy Gordita Crunch in Canada, Taco Bell challenged its fans to show off their loyalty to the brand. When DCGC was first introduced in the U.S., Canadian fans were outspoken about wanting to be able to buy it here. The #proveit campaign was launched exclusively on social media and invited fans to share evidence proving just how excited they were for the DCGC’s arrival. Many submitted text message screen shots and the more hardcore supporters even asked stores for security footage to prove they were ahead of the DCGC crowd. Taco Bell chose three lucky winners to visit its headquarters in California, including its famous test kitchen where the DCGC idea was born. This campaign can teach brands an important lesson about engagement; do you have a passionate and engaged fan base? Use them! Give your audience the opportunity to be part of the conversation and show them you care about what they have to say. You might just earn your brand supporters for life. [Marketing Mag] Taco Bell mentioned in this article is an Edelman client and a competitor to Edelman client, Arby’s.
Hit me with your best shot
Apple is asking iPhone 6 owners to prove the phone’s camera is professional quality. For its latest campaign, Apple has pulled incredible photos taken by 77 contributors and is showcasing them in the digital World Gallery, print and billboards. Each photo in the gallery is accompanied by a photography tip to help others achieve similar results. The photos are so amazing – it’s almost unbelievable that they were taken on a cell phone! Apple is often quick to remind us that the iPhone we bought six months ago is outdated and this campaign nails that reminder. Furthermore, the brand leveraged already existing, real user content, making the campaign credible, and encourages consumers to try the camera out themselves for similar results. These user-generated flicks create a level of authenticity you can’t pay for, and has us running out to the Apple store to try our hand at photography. [AdWeek] iPhone mentioned in this article is a competitor to Edelman client, Samsung.
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.March 6, 2015 in Digital Digest, Our Ideas
A version of this article originally appeared on Edelman.com
Within the next six weeks, the Canadian Securities Administrators (CSA) is expected to table for comment proposed changes to the rules governing unsolicited or hostile takeover bids. The new rules, first announced in September 2014, are intended to give the boards of target companies more time to respond to hostile bids by requiring that a bid remain open for at least 120 days (up from the current minimum of just 35 days).
This change is part of what has been described as a “rebalancing” of power in Canada between hostile bidders and the companies they target. It follows additional changes put forward by the CSA in 2013 that would provide boards with greater flexibility in using shareholder rights plans to defend against hostile bids.
Despite these proposed changes, Canadian companies are still more vulnerable to hostile takeovers than their U.S. counterparts, who have greater ability to reject unwanted overtures.
In Canada, a targeted company can use a rights plan, also known as a poison pill, to stall a bidder and buy time to identify a better alternative for its shareholders. Last year, Osisko Mining Corp. successfully fought off a $2.6 billion bid from Goldcorp after it was able to secure a competing offer that delivered far greater value, $3.9 billion. By comparison, the U.S. model defers to the business judgment of the target board and allows a poison pill to stay in place far longer.
Still, if a targeted Canadian company does not surface an alternative quickly, often within three months, a bidder will then apply to a provincial securities regulator to have the rights plan removed; this opens the door for shareholders to decide the fate of their company. Such was the case in 2013, when shareholders of Inmet Mining Corporation accepted First Quantum Minerals’ first and only unsolicited offer after the Inmet board was unable to surface a superior alternative after 90 days.
According to the 2014 Canadian Hostile Bid Study prepared by the law firm Blake, Cassels & Graydon LLP, companies targeted with a hostile bid in Canada remain independent only 22 percent of the time (based on a review of hostile transactions above $50 million from 2006 to 2013). The same study revealed that the initial bidder (as opposed to a white knight) is successful in acquiring the target roughly 50 percent of the time.
If you’re a Canadian public company concerned about a hostile bid, you won’t like those odds.
Even with the CSA’s proposed changes, Canadian public company boards need to be mindful of hostile bid risk and prepare accordingly. This includes ensuring that they have appropriate defensive measures in place, including an approved shareholder rights plan and a team of advisors that has a depth of hostile defense experience.
Communications can also play a critical role in enabling a targeted company to respond quickly and effectively to an unsolicited bid:
2014 saw the return of the hostile takeover bid in Canada, particularly in the mining industry. While the proposed changes by the CSA will make Canada less “bidder-friendly”, hostile takeover risk will remain a fact of life for many Canadian public companies. They need to plan accordingly, and shareholder communications needs to be an integral part of that process.March 4, 2015 in Our Ideas
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, Matt Beck, Charlotte Macgregor, Kaylea Forde and Erin Collett.
In 2015, we’ve seen it all. From drones to viral photographs of the bride dress, nothing is out of the ordinary, or quite frankly, weird. This week we look at a few brands who are following the ‘expect the unexpected’ notion – including pets, kids and two credible news sources. Read more »February 27, 2015 in Digital Digest, Our Ideas
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 Stewart, Matt Beck, Caroline Dunnet, Melissa Vekil and Kaylea Forde.
This week we took a look at four brands who recognize the power of pop culture to resonate with their audiences. From talking phlegm to prank videos to mock PSAs, these campaigns show that a little parody can go a long way. After all, consumers respond to content that is timely, relevant and above all, entertaining! Read more »February 20, 2015 in Digital Digest, Our Ideas