The Really Brief—Week of January 11

January 14

Online adult retailer PinkCherry has a new outdoor campaign for the new year. The creative by The Local Collective is intended to remind people that PinkCherry products can contribute to health and happiness.

The billboards use simple headlines that could be construed as typical New Years style affirmations about wellness and self-care, or more provocative suggestions for self-love.

“When we first saw these boards, we knew we had to take on this look,” said Sandy Grguric, PinkCherry’s director of marketing, in a release. “It was exactly the type of elevated aesthetic, messaging and attitude we feel we all need. And people come to our site to find things they can enjoy, [so] they should also enjoy seeing our billboards.”

The ICA has made three changes to its board of directors. Joining are Ira Baptiste, managing director, executive vice-president of Brandfire; Ania Russocki, general manager of Pigeon Brands; and Emma Toth, president at Taxi.

Leaving the board are board director Jim Kabrajee, CEO of Marshall Fenn; Rob Levy, president at Brandfire; and Matt Shoom-Kirsch, chief operating officer at Taxi.

“The ICA’s three new directors will bring new energy to the organization’s drive to amplify, protect and transform Canada’s agency sector,” said ICA president and CEO Scott Knox. “There’s no doubt that the vast experience and talents of Ira, Ania, and Emma will push our commitment and passion to higher levels.”

Dentsu Media has made recent two changes to its senior leadership team. Previously SVP and head of investment of Amplifi Canada, Nicole Brown (top) is now president, investments. Brown will be responsible for all of Dentsu’s commercial and investment activities, and becomes the most senior media negotiator for Canada. She will also be leading Dentsu’s work to identify, understand and develop emerging media-tech solutions.

Denstu has also promoted Laura Maclean (bottom) to VP growth and business development for the media practice. She joins the Dentsu media leadership team, and will be tasked with leading the agency’s growth strategy. Maclean was previously VP, group account director at Carat Canada.

“With these promotions, we are building a media leadership team who expertly understands the foundations of the media business, while at the same time are agents of change who are not afraid of taking risks to transform the role a media agency can play to be relevant, and value-additive to our clients,” said Alex Panousis, CEO, chair of Dentsu Media.

January 11

Scott Moir, who along with former ice dancing partner Tessa Virtue is among Canada’s most decorated Olympians, has partnered with three popular McCormick Canada brands, Club House, French’s and Billy Bee, on a new program showcasing national pride called “My Home is Canada.”

Canadians are being invited to share their photos that best exemplify their national pride on Instagram, Facebook and Twitter until Jan. 19 using the hashtag #MyHomeIsCanada. Images will be featured in what a release describes as an “enormous” light show featuring Canadian icons and landmarks including a maple leaf, Peggy’s Cove and the Rocky Mountains, taking place at Toronto’s Evergreen Brick Works at an unspecified date.

The French’s brand celebrated what general manager Trevor Squires described as “the essence of being Canadian”  last year, with a version of the national anthem performed by Walk Off the Earth. “Now we’re honouring that same spirit with light and inspiration through the eyes of Canadians,” said Squires in a release.

Subway Canada is supporting the launch of national curbside pick-up with a contest offering a grand prize of a new Jeep Compass. The prize is being offered to anyone ordering using the Subway app and selecting the curbside pick-up option between Jan. 11 and 31. Guests will pull up to a dedicated parking spot and tap the “I’m here” button in the Subway app to have their order brought to their car.

Subway is promoting the launch of curbside pick-up and the “Arrive in Style” giveaway with a TV and digital ad campaign developed with Dentsumcgarrybowen, with additional digital assets from M&P,  PR and social media support from Veritas Communications, and media by Carat.

Publicis Toronto has promoted three of its senior leaders. Jessica Balter (left) is now senior vice-president, data and insights; Catherine Parsons (centre) is the new senior vice-president, managing director of Publicis Hawkeye; and Bobby Malhotra (right) has been promoted to senior vice-president, brand director on the Fiat-Chrysler Automobiles account.

“[W]e are incredibly fortunate to have a smart and action-oriented senior leadership at Publicis, and these three appointments are reflective of it,” said Brett McIntosh, president, Publicis Toronto. “Beyond proving their capabilities in particular disciplines and leading our clients and teams effectively, they have become important leaders within the agency culturally, owning a range of programs and activities.”

Innocean Worldwide Canada has made a number of personnel changes, including hiring two new account directors, one in Montreal and one in Toronto.

Julie Van de Weghe (top) joins the Montreal office working on the Kia brand in Québec. Van de Weghe has more than 15 years experience in the industry, and was most recently at Taxelco where she helped relaunch Téo Taxi in Québec. She also has extensive experience in the fashion industry, having worked on La Vie En Rose, Aldo Group and Reitmans.

In Toronto, Katie Gallagher (bottom) has been hired as account director, brand experiences for Kia Canada Inc. Gallagher has more than nine years experience, and was previously lead producer at Momentum Worldwide, focused on large-scale brand experiences for General Motors at auto shows and the Calgary Stampede, as well as Bell Media’s activations at the Toronto International Film Festival.

New York-based travel services company Internova Travel Group has selected Broken Heart Love Affair for its first ad campaign. The agency was chosen as part of a competitive process, along with WaveMaker as the media agency.

“Broken Heart Love Affair immediately understood our vision to redefine the travel advisor in the context of travel today and delivered a compelling strategy and proposition,” said Brent Rivard, marketing consultant at New York-based Internova Travel Group. “They really made this decision easy.

“Having the strategic and creative chops of Broken Heart Love Affair on our business will be integral to ensuring we are in the strongest position ever to hit the ground running when travel begins to rebound.”

David Brown