The Really Brief — Week of September 28

September 28

CTV has announced a new brand partnership with Kruger Products promoting the 2020 Cashmere Collection, with activations starting today (Sept. 28) and running until the end of October. The long-running Cashmere Collection kicks off October Breast Cancer Awareness Month, and usually includes a fashion show of clothes inspired by the brand. This year the fashion show will be streamed on Facebook Oct. 5.

Bell will support the show with on-air integrations, talent involvement, social and digital media support and amplification ahead of the show. Etalk co-anchor Tyrone Edwards and The Social co-host Melissa Grelo will host a Facebook Watch party, and CTV will continue to run segments featuring some of the fashions and encouraging viewers to vote for their favourites after the show.

Parents of school-age children, Ryan Reynolds feels your pain. The Canadian actor and (very rich) face of Aviation Gin has released another of his trademark ads for the brand he helped build over the last couple of years (and recently sold to Diageo in a deal that could be worth $610 million).

In the latest spot, Reynolds introduces a bottle of Aviation he calls the “home school edition.” It’s just like the classic, but in a bigger bottle. “It can help with a variety of subjects,” says Reynolds. “Fourth-grade geography, whatever the [bleep] new math is, and revisiting your own long-forgotten middle school traumas.”

FCB has hired the creative team of art director Guilherme Bermejo (top) and copywriter Nick Doerras (bottom) as associate creative directors, while Anastasia (Nat) Tubanos joins the agency as director of content strategy. The agency said the new hires follow new business wins including HBC, Sobeys, McCain and Recipe Unlimited.

Bermejo and Doerr were most recently at BBDO, where they worked on GO Transit, Ford and Keilhauer. The pair have been partners for 10 years, and their work has been recognized at every major international show—including a Gold Pencil at the One Show.

Tubanos began her career as a journalist before moving into advertising, and joining FCB is a homecoming of sorts. She was most recently director of content strategy at Fuse, but spent nearly three-and-a-half years at FCB prior to that.

Moneris Solutions Group has named Duri Alajrami chief sales and marketing officer. Alajrami was previously VP of marketing and communications, and had career stops at Tribal DDB, Blast Radius/Wunderman, Ogilvy, and Mindshare prior to joining the company in 2017.

“Duri is a true digital native and leader who understands Canadian businesses and their evolving needs,” said Angela Brown, president and CEO of Moneris, in a release. “His innate understanding of digital go-to-market strategies, social trends and sales enablement will help Moneris push forward in a market that is evolving at a rapid pace.”

Le Château has chosen Faulhaber Communications as its agency of record. “We will work closely with the Le Château team to drive growth and brand awareness across Canada through traditional earned media, paid and earned influencer relations and ideating buzz-generating campaigns,” said Lexi Pathak, vice-president and partner at Faulhaber Communications, in a release. “We will also be working with the team to further develop and promote Le Chateau’s new customer loyalty program, a key focus area for the brand launching next month.”



David Brown