Mary Maddever

Contact Mary by sending an email to mmaddever@brunico.com

Articles by Mary Maddever
News

Canada has cojones

When we plot our special features lineup we don’t go out of our way to come up with salacious names (well, maybe sometimes), but in the case of this issue’s report on the Next Generation, the provocative label just fit. The premise of strategy’s ‘Cojones’ report is to identify the new advertising and marketing leaders who have the right stuff – what it takes to take on the challenge of leading the industry forward.

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It’s time for a marketplace of meaning

Back in the day, products were created to serve a need. Now, they’re finding a need to serve.

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Shows we’d like to see

The good news for those wishing to get their products out before big TV audiences is that a lot of the prime-time series are doing well again. But sadly, some of these shows peskily offer limited brand integration opps.

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NBA Canada scores with woman’s B-ball lifestyle brand

Two years ago when kids were all swimming around in basketball jerseys that might actually fit Shaq, women were buying small youth sizes and making do. So, when Andrew Lee, director of consumer products and licensing for NBA Canada, was scanning the stands at a Raptors game and was struck by the number of female fans, and their designer attire – Parasuco, even Prada and Gucci – he realized two things. That the NBA hadn’t been marketing well to women. And that basketball could be a killer lifestyle brand. For women.

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What’s the big idea?

On the cover this issue we played with the new It trend in TV – the third screen, using Ruby Gloom, a new YTV series, to illustrate the anytime, anywhere deployment strategy the nets are pursuing to catch consumers with VOD and mobile content. I’ve witnessed how teens consume media, and it is definitely more on their terms than a static TV grid dictating their time.

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User-generated content, old-school style

What is it about summer that causes editors to pack up their pencils and head for the hills?

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Meaningful connections

This issue, strategy is focusing on connecting with youth, and while some may grumble that there’s too much attention paid to youth marketing, there’s a reason. It’s hard to get right. We also focus on boomers, the market everyone knows they should be paying attention to, but finds difficult to tackle.

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The new Kraft

If you were asked which product Kraft Foods, the world’s second largest food and bev co., would identify as its signature brand, you might think of KD, or Singles. If given a further clue that the answer doesn’t involve J.R.’s famous cheddar, your thoughts might turn to some of the megabrands built by the companies that have folded into Kraft over its 100+ years – Oscar Mayer’s jingle king wieners, General Foods’ Jell-O, Nabisco’s Ritz crackers or Oreos, which became some of those good cookies Mr. Christie makes.

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Chillin’ in the Kraft kitchen

Did you know you could make a chocolate sauce using frozen Cool Whip? Pop it in the microwave with some Baker’s Chocolate cubes, stir, and pour.

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Why we want Richard Branson

Denstu has a goal to be in the top five of Canada’s ad shops. And they generously gave themselves a year to get there.

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Strategy stirs the pot. Again

Apparently men are misunderstood. And 225 marketing execs turned up at strategy’s Understanding Men confab last month to take a stab at remedying that by finding out why 77% of Canadian males think images of men in advertising don’t show them as they really are, and how the ads are out of touch with reality.

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Schedule some think time

The brand experience I’m looking for has the zenlike calm of a first rate spa, the spare design sensibilities of Philippe Starck mixed with the aesthetic wit of Chip Kidd, and the price point of Target. If anyone comes across anything in this zone, call me.

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Go ahead. Gloat a little. It’s okay

As we canvassed the industry looking for brands doing a great job at marketing to men – for our Understanding Men event next month – a funny thing happened. People were stymied. They squinted. Brows furrowed. And then they promised to mull and get back to us.

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Xbox works it to the max

That Xbox 360 would sell out quickly when it launched Nov. 22 was a foregone conclusion. The fact that Xbox treats its gamers – males 18 to 34 – with intelligence, and delivered on the ‘living entertainment experience, powered by human energy’ promise during launch also gave its marketing partners rub-off props for the cred the brand emanates.

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Made in Canada

Behavioural insights, we are told, are the foundation of a brilliant strategy, which in turn is the underpinning of brilliant creative. The result: effective campaigns and innovative brand strategies.