The Really Brief — Week of January 27

Jan. 31

Oreo is promoting the return of its Oreo Most Stuf cookie with a pop-up shop at Toronto’s Union Station. In addition to regular Oreos, the Oreo Stuf Shoppe is giving out free one-of-a-kind samples made using the Most Stuf cookies. Flavours include the Salty Stuf (a Most Stuf cookie dipped in chocolate and covered in crushed pretzel pieces) and the Spicy Stuf (a cookie dipped in dark chocolate with cayenne pepper).

Kia Canada has introduced new advertising as part of its “Long live surprise” brand platform. “The power to surprise” campaign from Innocean Worldwide Canada is built around a TV strategy and tentpole programming including the Grammy Awards, CTV’s Super Bowl telecast and the Academy Awards. Kia sold its one millionth vehicle in Canada last year.

“Our new campaign celebrates Kia’s role in delivering surprising life moments and sets the stage for exciting brand growth in 2020 and beyond,” said Kia Canada’s director of marketing Michael Kopke in a release. “We aren’t the same brand we were 10 years ago. The Kia of today competes with world class automotive brands for design, quality and reliability and it shows in our power to surprise with every product we bring to market.”

Jan. 30

The Canadian Media Directors’ Council (CMDC) hosted its second annual Media Leaders Dinner in Toronto Wednesday night. Keynote speaker Bill Taylor, co-founder of Fast Company, and author of three best-selling business books on leadership, culture and change, shared some of his ideas and expertise about the best ways to compete, innovate and succeed in today’s market.

“The most successful executives and entrepreneurs think differently from everyone else. But they also care more than everyone else,” he said. “In a world being reshaped by technology, customers and colleagues are hungrier than ever for a deeper and more authentic sense of humanity.”

“Our Media Leaders Dinner series exemplifies what the CMDC stands for, which is bringing leaders from all facets of the media industry together,” said CMDC president Shannon Lewis.

The Keg Steakhouse + Bar has selected Jungle Media as its media AOR after a competitive RFP process. Jungle will lead digital media buying and strategic planning services for the restaurant brand.

“The restaurant industry is ever-changing and we understand that a strategic partner, who is well-versed in analytics and insight is required to heighten our marketing efforts with today’s guests,” said Ryan Bullock, chief marketing officer. “In the search for our media AOR, we valued the ability to work collaboratively with our creative partner, Rethink, as well as a propensity for data-driven strategies—Jungle clearly delivers both.”

Jan. 29

GoDaddy Canada has launched the latest phase of its advertising partnership with retired NBA player Muggsy Bogues in support of its Websites + Marketing product.

The new spot from Juniper Park\TBWA, “Book Deal,” tells how Bogues is now perceived as an author rather than an NBA star on the basis of his new children’s book, “A Raptor Tale” (which was featured in the first phase of the campaign). Inspired by the success of his book, Bogues has also launched a new product: motivational mugs.

“Through the launch of this next phase of our partnership with Muggsy Bogues…our goal is to continue to showcase how Websites + Marketing supports small businesses and entrepreneurs with tools to engage with customers and drive results,” said Anne de Aragon, vice-president and country manager for GoDaddy Canada. “GoDaddy is here to help Canadian small business owners with customized guidance as they launch, expand and grow their business online.”

Jan. 28

CIBC recently kicked off a new digital and social campaign about the benefits of its Dividend Visa Infinite card. The creative, developed by Juniper Park\TBWA’s content arm Bolt Content, shows how everyday purchases can become cash-back rewards for the user.

“We want to help Canadians earn more on everyday purchases to help them achieve their goals,” says Angela Sarino, CIBC credit card marketing communications. “This campaign helps bring alive the perks of the CIBC Dividend Visa Infinite card in a relatable way.”

Subaru Canada has launched a series of 15-second spots promoting its vehicles’ safety features, from pre-collision braking and “incredible traction,” to fewer blindspots.

The national online, social media and TV campaign from Zulu Alpha Kilo shows people in everyday situations—playing at a playground, navigating slippery conditions and walking in a rainstorm—whose safety is enhanced by safety features.

In “Big Slide,” for example, a mother and her young daughter are prevented from colliding with a child standing at the bottom of a slid by pre-collision technology. “If we all had [insert technology name here], we’d all be as safe as a Subaru,” says the voiceover. Vehicles featured in the ads include the Ascent, the Legacy and Forester.

Agence Rinaldi handled Quebec market creative, with OMD responsible for media planning and buying.

Jan. 27

Auto dealer group Go Auto has partnered with Edmonton Oilers captain Connor McDavid as part of its new “Let’s Go” ad campaign. The ad, “Friendly Connor” (which debuts Tuesday), has the NHL’s scoring leader offering a ride in his pick-up truck to a father and son whose car has broken down outside an arena. Edmonton-based Go Auto currently has promotional relationships with several Oilers players.

“After learning about Connor and the type of guy he is, the spot almost wrote itself,” said Paul Riss, founding partner and creative director for Round, the agency that created the “Let’s Go” campaign. “His fans and the community are important to him, and helping a stranded father and son felt like something he’d actually do.”

Jones Media has announced two senior appointments, with George Georgas joining as president and Ariane Laezza arriving as director of content and creative services.

Georgas was previously vice-president of client services with Starshot Ventures, and has worked with clients including Amazon Web Services, Intuit, Microsoft, Carlsberg and Converse. He assumes responsibility for Jones Media’s day-to-day operations and strategic direction.

Laezza has nearly 20 years of experience in production, design and creative direction, working with leading brands including Veuve Clicquot, Sony Music, HBC, Snapple Group and Nordstrom. She will be responsible for the ideation and implementation of creative strategies.

Media agency m/SIX has been named media agency of record for Kao Canada, responsible for media strategy and buying for its Bioré and Jergens brands. m/SIX is a full-service media agency jointly backed by GroupM and The&Partnership.

Teri Barrigar, director of marketing and business development at Kao Canada, said that the agency was selected on the basis of its “keen understanding” of modern consumers, and its “unparalleled skills” in using data to drive meaningful and effective consumer engagement.

It is the agency’s first major account win since the appointment of president Tricia Allen late last year.

Last fall, Pepsi celebrated the return of the NHL hockey season with an ad that was built around the erstwhile theme song to CBC’s Hockey Night in Canada. The music was scooped up by CTV in 2008 and has been used for its TSN hockey broadcasts since.

Timed for the NHL All-Star game, the unofficial half-way point of the NHL season (though it’s actually the two-thirds mark), Pepsi released a new ad this weekend with Canadian band Walk off the Earth performing the song in their distinctive style.

Long time Bell marketer and president Wade Oosterman has joined the board of agency holding company MDC. Currently vice-chair of Bell Canada and group president of Bell Media, Oosterman will serve on the MDC Partners audit committee.

“Wade’s experience includes extensive operational and marketing leadership of some of the most technologically forward and data savvy organizations in the world,” said Mark Penn, chair and CEO of MDC Partners. “He brings sophisticated financial expertise, with a background in transactions at every stage of capital maturity, a mastery of modern branding, and international experience across Europe, Asia and North America.”






Chris Powell