Lucy Saddleton

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

Articles by Lucy Saddleton
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Movers & Shakers

CLIENTS:
Alterna Technologies Group in Calgary has appointed Michael Hines to the newly created position of VP marketing. Hines joins the e-finance solutions provider from U.S.-based ClientLogic.

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Bensimon scores with CFL campaign

Friendly rivalry between teams has always been a healthy part of any sport, and with this in mind, Toronto-based Bensimon*Byrne D’Arcy came up with a humorous campaign playing up the rivalry between Canadian cities in order to promote the current Canadian Football League (CFL) season and the long-running heritage of the game.

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FW Magazine/Web site joins with sponsors on cross-country campus blitz

FW OmniMedia and a host of sponsors embarked on a cross-promotional tour of college and university campuses this month, to bring live DJ events directly to students across the country.

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ABC turns to talking posters for literacy message

The challenge
Faced with the challenge of boosting business at Toronto-based literacy foundation ABC Canada, strategists at TAXI knew they had to think laterally to come up with a campaign that would fly with the five million illiterate people in Canada.

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Second Cup brews two-prong push for the sleepy set

The challenge
Specialty coffee retailer Second Cup issued a twofold challenge to agency of record Holmes & Lee and media buyer Gaggi Media Communications, both of Toronto. The company wanted to develop a strong brand image to benefit each of the retailer’s 400 franchises across Canada, but it also wanted to market each of its coffee products individually.

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Movers & Shakers

Bensimon Byrne D’Arcy in Toronto has appointed Paul Ruta as VP, group creative director. Ruta’s previous posts include founding creative director of M&C Saatchi Singapore and regional creative director for M&C Saatchi Asia.

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Gaming demo on the holiday wish list of big 3 game cos

Microsoft Canada is set to throw a spanner into the highly competitive games console market.
Strategically timed to meet the Christmas rush, the company’s first games console, Xbox, will be launched in Canada and the U.S. Nov. 8, almost exactly a year after Sony launched its top-selling PlayStation 2.

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Ad space liquidator finds buyers online

Media buyers looking for last-minute space can now go online to track down a bargain.
Byloggingontowww.adbargains.com, you might find half a page for sale at the Halifax Daily News, or a 30-second TV slot to be off-loaded by CBA Television Corporation.
Toronto-based Adbargains, which was soft-launched on July 13, markets itself as a last-minute club for international advertising.

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Canada Dry flies with Aeroplan in high-profile competition

Bringing a major soft-drink manufacturer in tune with one of Canada’s largest loyalty programs has given both brands the opportunity to communicate with their consumers in a new way.
A high-profile competition running from June 1 to September 30 marks the first relationship between Air Canada’s Aeroplan and a consumer packaged-goods company.
Aeroplan joined forces with Cadbury Beverages’ Canada Dry to offers consumers the chance to win the grand prize of 500,000 Aeroplan miles or one of five 50,000 Aeroplan miles packages.

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Year-old loyalty card becomes Sunoco’s ‘single most attractive offer’

Last Year’s Headline:
Sunoco pumps up new loyalty program

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Doritos tunes up its alt image at EdgeFest

In an effort to cement its bold, wacky brand image, Doritos chose to make some noise this summer by teaming up with the annual alternative rock tour EdgeFest.

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Sony expands Shop-in-Shop

When Sony of Canada first launched its branded Shop-in-Shop cross-selling concept in one branch of The Brick three years ago, the marketing gurus on board had no idea just how successful it would be. Now Sony is set to roll out the program in The Bay and Eatons as the start of a major nationwide expansion plan.

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Death of the trinket?

Twenty years ago, every cereal box on the shelf contained a plastic toy designed to lure young consumers away from rival brands. Red Rose packed a ceramic figurine in every box of tea while gas stations gave away glassware and key chains.
Today, you would be hard pressed to find a child in Canada who doesn’t already have a cupboard full of sophisticated, hi-tech toys, so cheap figures don’t really cut it anymore. Thanks to this raising of the bar, you’re now more likely to find a DVD lurking beneath your cornflakes, or an offer to send away for a CD-ROM game with three cereal box lids.

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Dunlop makes it mark

How much money would it take to persuade you to change your name from Mr. Dunlop to Mr. Dunlop Tires? That is just what the global tire giant is daring people to do as part of a new promotion.

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All the comforts of home

To some ethnic communities in Canada, the compass direction of a burial place is as important as the grave itself.