Lucy Saddleton

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

Articles by Lucy Saddleton
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Clever AIDS, Volant and CMW ads carve through clutter

Animated spot gives stark AIDS warning
Usually associated with light-hearted kids stuff, animation is not the first medium to spring to mind in creating a warning ad about the effects of HIV. However, the clever use of juxtaposition creates the desired disturbing effect in Rethink’s new spot for AIDS Vancouver.

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Movers & Shakers

David Kincaid, chief marketing officer for Corus Entertainment’s animation powerhouse, Nelvana, will be leaving the company to pursue other goals at the end of March. Kincaid joined Toronto-based Corus from Labatt Breweries in September 2000 and began working for Nelvana in April 2001. A replacement has not been named.

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Tourism BC seeks repeat success with BC Escapes program

The 2001 direct marketing program, which generated some $62 million in measurable tourism revenue, earned the Vancouver-based tourism company the gold award in the leisure/travel products & services category of the RSVP award show run by the Canadian Marketing Association last November.

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Canadian talent challenges crossborder European advertising

‘There’s no point trying to sell crash helmets to Italians riding motorbikes – they won’t wear them because they make their hair look bad.’ This, according to Canadian expat Scott Goodson, sums up the key difference between Canadian and European advertising. ‘Canada has a product-and-price based marketplace whereas everything in Europe is totally hype and image related,’ he explains.

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Combo comes at briefs from all directions

You don’t see much about them in the press, but they’re there. Killer combinations of raw talent, enthusiasm and, yes, even sophistication. Strategy did a cross-country poll of agency creatives and commercial production execs, asking which new teams were doing drop-dead clever work. Despite the reluctance of some agency brass to name their brightest (‘they’ll get stolen’) and even to name the top up-and-comers elsewhere (‘I’m trying to steal them’), ultimately, after much wheedling, it was a long list.
The following teams are the ones whose names cropped up the most.

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Movers & Shakers

As part of a major structural change to its marketing and communications divisions, McDonald’s Restaurants of Canada has appointed Rem Langan to the newly created position of VP, communications and brand innovation.

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New legislation cracks down on deceptive marketing

In today’s media-saturated world, there is often only a thin line between marketing and misleading, and this is something marketers have never been more aware of. As regulations become increasingly tight in categories such as food and tobacco, the margin for deception is narrowing. In other areas, the boundaries still remain unclear.

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Popular mags evolve into broader communication channels

Dipping into our archives, we take a look at major trends and initiatives of years gone by. What happened to them? What lessons can be learned? Do they have an impact today?

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Grey gives Mr. Clean a fresh look

It is bound to be difficult to come up with an original way to get people to buy a household cleaning product. In this tired old category, marketers tend to stick to the all too familiar approach of product demonstrations in shiny, sterile kitchens and bathrooms, usually starring an overly coiffed housewife being far too excited by the assault on grime – but it doesn’t really inspire anyone to switch brands does it?

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Movers & Shakers

Publishing group Pearson PTR Canada has promoted Andrea Aris to director of sales and marketing. Aris will oversee the marketing group in addition to continuing to lead the sales group at the Toronto company.

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Kraft, NHL speak out with innovative promo

Gone are the days of luring consumers with a simple cut-out hockey card on a package. Kraft Canada has brought its familiar but outdated incentive to a higher level, with a three-pronged contest that awards some high value prizes.

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Movers & Shakers

Clients:

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Resorts join forces for winter sports fest

Snow-sports enthusiasts can soon embrace the winter chill in the 25th annual National Ski & Snowboard week, currently sponsored by Nissan. The Canadian Ski Council hopes to attract up to 200,000 people to take part in its innovative program, which manages the complex task of drawing competing resorts under one umbrella for a combined hospitality event from Jan. 19 to 27.

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Marketers rethink sponsorship ROI

Without corporate sponsors, many major world events would not be financially viable. While sponsorship often provides a strong and effective form of advertising for a corporation, in response to the Grinch-spawning economy many companies are pulling in the reins on advertising, leaving events struggling to find those essential sponsors.

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Movers & Shakers

Bob Peter has joined the Liquor Control Board of Ontario as the new president and COO. He replaces former VP and COO Larry Gee, who retired after 13 years in the position. Peter brings more than 30 years of retail experience to the Toronto-based company.