Lucy Saddleton

Contact Lucy by sending an email to lsaddleton@brunico.com

Articles by Lucy Saddleton
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Coffee Crisp’s survival guide

Strategy looks back at how the chocolate bar fought fierce competition to become a Canadian icon in 75 short years.

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Tide rolls on

As Tide turns 60 in Canada this year, strategy examines the research- and innovation-driven path that has kept Procter & Gamble’s signature brand ahead of the pack.

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Purina’s Pet Advocate

Mary Siemiesz’s insider intel has inspired a litter of innovative projects for the cold-nosed consumer, including giving pets a voice

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Scope gets fresh with your breath

Mission: To generate buzz around Scope mouthwash and raise the profile of the product, Procter & Gamble launched a fun microsite featuring exploding heads and other sight gags. Part of the learning is to assess how well a saucy interactive initiative – backed by PR rather than mass media – works for P&G. The seeding test is particularly targeting the 18- to 35-year-old demographic, and is skewed towards males.

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Nissan plays with Much to spark demand

Mission: Partner with a youth brand to create an exciting multi-platform campaign to promote the 2008 Nissan Versa and position it as a fun, youthful car, targeting urban active people in their early 20s.

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MTV lets you have it (any way you want it)

MTV in Canada converses and connects by staking a claim in every place (and every device) frequented by its audience

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Vice is everywhere (the cool kids are – from Montreal to Baghdad, from street to web to screen)

International lifestyle brand Vice is a prime example of how fearlessness, combined with fresh thinking and staying in tune with its demo, can keep a brand one step ahead of the competition. It began in 1994 as a modest Montreal-based magazine and has since snowballed into a multifaceted youth-culture media empire boasting, among other things, its own film company, record label and broadband channel.

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The evolution of Dove

As Dove celebrates its 50th anniversary, strategy examines how the brand has evolved from a bar of soap to a global master brand. Along the way, we look at how messaging to women has also evolved over this pivotal period in women’s history

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Training cuts spell future problems

With outsourcing and cuts as high as 25%, who’s training Canada’s next generation of marketers?

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Mainstream retail spices it up

Sears, Ikea – even The Brick – respond to growing consumer demand with new ethnic offerings

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Cast in rock: Quebec Bud effort targets rockers where they drink

If you see an image of a guitar next to a glass of beer, do you immediately think of Budweiser? Probably not in English-speaking Canada, but in Quebec, rock music and Bud have become so synonymous that the marketer is looking for more subtle ways to reinforce its brand message.

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Back to basics

Unpredictable, ‘transitional’ new technology is driving marketers who target the 19-to-29 set back to the tried and true

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I.D. gets thumbs up from buyers

New Toronto Star youth section replaces Boom! with satire and cynicism

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Star zones out for dealers

Geographically targeted print advertising is nothing new for flyers, but it’s certainly a new twist for the Classifieds.

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Star zones out for dealers

Geographically targeted print advertising is nothing new for flyers, but it’s certainly a new twist for the Classifieds.