Mary Maddever

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

Articles by Mary Maddever
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What’s next?

Consumers are exposed to over 4,000 messages a day. What are you going to do about it?

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When media and creative stretch their remits, good things happen

As I write this (end of August,) everyone is in that odd anticipatory limbo stage that signals the end of summer and the start of September. We feel like we should be squeezing in every last second of fun in the sun possible, yet also are chomping at the bit to leap into serious tweedy mode, comfy knowing that the target audience are safely ensconced in front of fall TV, and not outside the media beltway, lazing on some dock.

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Need a Creative Stimulant?

As we peruse the submissions for strategy’s Creative

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Get Wasted! and reach youth

We all know teen boys don’t read. Thankfully, Wasted Youth, a new pub for 13-17s, gets this. Its catchy size (a bit bigger than a CD), and its tag – ‘the mag about music, skate, anime, art, games, whatever’ – plus its visual-heavy approach are bang on. And then there was the ‘FREE wasted music CD included’ in issue one.

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Content or Commercial?

The ways and means of improving effectiveness continue to evolve – sometimes strangely. Eyemapping might fall under that sobriquet. An old idea whose time has (maybe) come again, California-based Eyetools uses a concealed camera (hidden in computer monitors) methodology to research what e-mail gets viewed, what is ignored, and maps the visual trail. Apparently we skip the word ‘free’ and most readers view less than half the content.

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More musings on strategy doings…

The last month has been a whirlwind, what with Fall TV, putting the fine touches on our Understanding Youth confab, and finding convincing shoes to wear on TV to refute the notion that the Paris/Carl’s Jr. ‘TV’ spot meant advertising was going to ‘soft porn’ hell.

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Musings and notes on upcoming strategy doings

Every day we hear about some new tech launch that changes the nature of the universe.

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Olympic uniform bids that didn’t make the cut

When strategy heard that The Bay beat out Roots for the right to outfit Canada’s Olympians, we wondered what emblematic style cues they would work from – Courier du bois or that striped blankie? When we stopped itching, we began to ponder what might have transpired if some other famous iconic brands had won the gear contract.

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The Back Page Challenge

The consumer is in control. Whaddaya gonna do about it?

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The Back Page Challenge

Conservative leader Stephen Harper’s anti-gay marriage ad campaign seems a worthy topic to address here.

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Brand hook-ups we’d like to see

With stars popping up in campaigns more often than white cyc backgrounds or ‘new and improved,’ it seems inevitable that odd celeb/brand couplings will continue to punctuate advertising in 2005.

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Omnipresent (and preternaturally youthful) peanut

A jolly new outdoor effort for Planters shows Mr. Peanut making the scene through key moments in recent history.

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Qui est Jean Coutu?

When you’re marketing Quebec’s number one pharma chain, what is your motivation?

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Nissan tells a good tale

Nissan’s new national print campaign plays with the idea that the redesigned 2005 Pathfinder will take you places mere automobiles can’t. And get you back to boot.

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Bridgestone spins good radio (and outdoor too)

The Downtown Partners work for Blizzak tires was intended to get folks thinking about winter driving conditions, and thus into a Snow Tire Switch frame of mind.