Lucy Saddleton

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

Articles by Lucy Saddleton
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Uber edgy ads could refresh business – if they actually ran

Everyone knows it’s out there, but nobody likes to talk about it. Festering at the back of the creative director’s bottom drawer are the tapes and notes from all those ads that were killed off before they even left the office. Either because the client rejected them or for some other logistical reason, the hours of sweat and labour produced nothing more than drawer filler. But are we missing out on some of the best creative ideas as a result?

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San Fran market teaches survivalist ad skills

‘The U.S. is a country of black and white and that pertains to pretty well everything – including the advertising.’ This is the observation of Canadian ad veteran, Stephen Creet who is returning to Toronto in June to work as EVP and chief creative director at Cossette Communication-Marketing, after a four-year stint with Young & Rubicam’s San Francisco office.

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Smooth cruise, brews and all that jazz

Cundari takes motorcycles off the beaten track

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Cyberpromos net teens

A number of teen-targeted brands have teamed up with the Toronto-based publisher of Verve and Fuel magazines, Youth Culture Group, for promotions both on and offline.

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Spring cleaning funds pro-bono home building

Unilever and Corus Entertainment have joined forces in-store and on-screen to raise money for Habitat for Humanity, a charity that provides housing for families in need.

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The wild life: Critters, varmints and vixens

Global agency delivers raunchy retro pin-up promo
A racy calendar, parodying the 1950s marketing concept of Pirelli tires that used topless models, has been created as part of a new self-promoting business drive for the global agency, StrawberryFrog.

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How would you reposition the struggling music industry?

Most recently, London, Eng.-based EMI has cut nearly 1,800 jobs and dropped 400 artists from its roster. Universal Music’s California-based MCA Records spent US$2.2-million promoting Irish teen singer, Carly Hennessy, but her debut album sold fewer than 500 copies, costing the music company some $4,400 for each one.

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How can the struggling Canadian film industry build momentum?

Chances are, you will opt for the former – not necessarily because it’s a better movie but because this is the film that’s a sure bet. The trailers looked good, the media reviews were promising and most importantly, everyone’s talking about it.

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Sponsors leverage popularity of Popstars TV show

Viewers of the popular Global TV show, Popstars: Boy Meets Girl, can’t have failed to notice the presence of several major sponsors since the show’s March 1 premiere.

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Movers & Shakers

Clients:

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Emission impossible, advice for coaches… and a strangely reoccurring London connection

Skunky feet a question of Degree
A fast-moving action scene with comic-book-style graphics forms the setting for Unilever’s campaign to introduce the newly launched Degree Gel antiperspirant for men.

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PostScript

Then: Seven years ago, Strategy asked the men and women who buy printing – the print and production managers at advertising and direct marketing agencies – on what basis they choose their printers and what services they consider essential. They were also asked about projects that pushed their printer to the limits.

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Anti-aging products are multiplying like Tribbles. How to elbow your way to the front of the pack:

Estée Lauder brought out its new Advanced Night Repair Eye Recovery Complex in January. Now L’Oreal’s luxury brand, Helena Rubinstein, has just launched its latest product in the anti-aging range. Prodigy, which claims to be the ‘most complete’ anti-aging product on the market, has been available at the brand’s two Toronto stores from March 6.

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Movers & Shakers

Neil Everett has been appointed VP of marketing at McDonald’s Restaurants of Canada. Everett, who most recently worked at Aim Fund Management in Toronto after a brief stint at the helm of Ammirati Puris, is best known for his work at Shoppers Drug Mart, where he was SVP of marketing.

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How would you market the new all-in-ones?

Samsung Electronics introduced its latest gadget – the Home Media Centre – at the Consumer Electronics Show (CES) in Las Vegas in January. Due to launch in the next 12 months, the device promises to make your life easier by storing and routing video, voice and Internet content throughout your home, allowing one person to watch a movie in one room while another surfs the Internet elsewhere and a third looks at e-mailed photos on a portable display. All communicate through a single computer, using new technology from Microsoft.