Lucy Saddleton

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

Articles by Lucy Saddleton
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Nielsen tweaks digital panels

TV buyers baffled by Lonestar’s long-standing position at the top the diginet rankings may soon see the western channel’s reign come to an end, thanks to a move by Nielsen to change the system used for measuring digital and satellite TV viewing figures.

News

Nielsen tweaks digital panels

TV buyers baffled by Lonestar’s long-standing position at the top the diginet rankings may soon see the western channel’s reign come to an end, thanks to a move by Nielsen to change the system used for measuring digital and satellite TV viewing figures.

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Baby money!

Marketers go direct to reach new mothers before brand preferences set in

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Home Show aims narrow

Unlike most home shows, the Toronto-based Metro Home Show sets its sights on a very specific audience – so the key to its marketing plan is to focus on niche media and avoid waste.

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Women’s Show aims broad

Toronto-based National Event Management is currently in the throes of planning an extensive campaign to promote its first National Women’s Show, coming to the Metro Toronto Convention Centre in November.
‘We’ll be blasting out a very aggressive marketing plan about six weeks before the show to make a lasting impression on our target audience,’ says Nicole Graves, manager of event marketing and sponsorship at the agency, adding that she hopes to attract 25,000 visitors to the two-day show.

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Filling the halls

Everything from log houses to sex toys can be found at the thousands of consumer shows held in Canada each year. A cottage industry that produced maybe 20 shows a year two decades ago has grown into a multi-million-dollar business – and with the advent of bigger, more numerous shows comes new challenges in breaking through to consumers without breaking the bank.

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Marketers test novel ways to reach the ad-skipping generation

Since the launch of the first ad-skipping devices such as TiVo and ReplayTV, marketers have been tearing out their hair to find new ways to ensure their advertising efforts aren’t zapped. And with good reason. A new study from Bandon, Ore.-based CNW Marketing Research has found that people watching recorded TV shows on personal video recorders (PVRs) in the U.S. skip through ads 71% of the time.
However, according to Ian MacLean, VP of Montreal-based Media Experts’ iTV lab, marketers should regard the growth of the PVR market as an opportunity rather than a threat.

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Retailers experiment with new store concepts

In today’s highly competitive climate, retailers are constantly looking for new ways to grab pieces of the retail pie – often by attempting to reach different demographics through innovative new store concepts.
‘It’s all part of the process of evolution,’ says Richard Talbot, a retail analyst at Talbot Consultants in Unionville, Ont. ‘Successful retailers are always coming up with new concepts and designs. If you don’t move forward quickly you end up like the dinosaurs.’ Scaling down is one current trend that appears to be on the rise.

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Marine life close up

You can’t get much closer to exotic aquatic species than by visiting the Vancouver Aquarium, according to a new campaign by Palmer Jarvis DDB Vancouver. The tongue-in-cheek out-of-home and print campaign launched across B.C. in mid-July, with the message that the aquarium is a fun place to visit this summer.

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Bootlegger pushes denim to back-to-school crowd

Fashion retailer Bootlegger promises to have a style of jeans to suit every individual preference, a claim it will promote in a new campaign due to launch in mid-August.

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Taxi drives Mini up the wall

A real car stuck to a billboard is sure to stop traffic. At least, BMW Canada has high hopes that its two innovative 3-D billboard posters that launched in downtown Toronto on July 21 will help boost sales of its Mini Cooper vehicle.

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Digital domination?

‘We will have a digital world 10 years from now. To assume that we wouldn’t is to assume that we’d still be in the era of black and white TV,’ says Phyllis Yaffe, CEO of the broadcast arm of Toronto-based Alliance Atlantis. And she is not alone in this belief.
While the short-term impact of the digital evolution seems negligible, with current diginet average minute audiences topping out at a measly 13,000 viewers, many buyers have yet to consider how last fall’s launch of some 50 new digital channels will alter the media landscape in five or 10 years’ time.

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Pro-bono ads push numeracy issue

How long does it take you to figure out the tip? It is a little-known fact that 40% of Canadians have a basic or low numeracy level, according to The International Adult Literacy Survey. And the survey reports that numeracy skills in Canada lag behind those in other countries including Germany, Switzerland and Sweden.

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How would you change the perception of fake-tanning products?

Since the creation of the first fake-tanning products in the 1960s, we have had a safer alternative to baking ourselves in the sun. A slew of new products has continued to roll out, each one allegedly giving a sun-kissed look to even the pastiest complexion. But after a few botched attempts resulting in nothing more than orange blotchy streaks that faded as quickly as they were applied, a lot of consumers headed straight back to the beach.

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PDA market clicks into high gear

Since Palm launched its first handheld computer in 1996, the market for such PDAs (Personal Digital Assistants) has continued to snowball. Despite a decline in worldwide unit shipments at the start of the year, Palm is still the market leader, claiming 39% share for Q1 2002 according to Framingham, Mass.-based researcher IDC (See Table). However, competition is growing and prices are dropping as handheld devices become increasingly commonplace in both the corporate and consumer worlds.