Mary Maddever

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

Articles by Mary Maddever
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‘What Virgin needs.’

Thus began the letter from Gee Jeffery & Partners CD Matthew Litzinger. It went on to describe a clever (possibly deviously so), ad campaign touting an unlimited text messaging plan from prepaid phone brand i-wireless.

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Think On Becoming…meets reality

Think On Becoming…meets reality

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More hot spots – VIFF’s mock films mock other fests

The 2004 pool for the Vancouver International Film Festival out of TBWAVancouver gets our Audience Choice nod. It scored points for being funny and strategic. The campaign builds on previous years’ strategy of needling certain other fests for being too Hollywood. They now also needle fests that screen films so

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It’s all in the gear

These Sport Chek spots tickled our funny bones, as they deliver a cynical take on the real deciding factor behind a lot of athletic wear purchasing intent. Let’s be honest, when we buy sports gear, we want to look authentic, and, via highly technical duds, possibly fool people (and ourselves) into illusions of athletic grandeur likely not warranted by actual sporting performance.

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Kodak hits the sweet spot

Anyone who’s ever had a ‘doh’ family photo experience – watching a keeper event flash before your eyes when your camera gear is stowed safely away at home – will likely click with Kodak Canada’s ‘don’t miss a great moment’ print and radio efforts for its Ultra-Compact one-time-use camera.

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Love hurts

love hurts

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Outstanding new campaigns

The goal was to let everyone know that Indigo now stocks your favourite cuppa joe alongside the reading material, so the Grey

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AGF spots oughta be in pictures

AGF is a big Canadian film fest sponsor, and has done spots to air before each screening at the Toronto International Film Festival for the last five years. Like the films they open for, the spots TBWAToronto has produced earned rave reviews and awards galore, including at Cannes.

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Coming soon…bold vision, brand new ideas

When I first joined Strategy over three years ago, readers were really clear on what they wanted to see more of, and that was attitude. You encouraged us to be a forum for controversy, and to make a call on what’s good and bad out there – as well as to continue to deliver the in-depth marketing features that earned us our ‘deeper read,’ ‘marketer’s bible’ props. So for three years we’ve evolved the brand based on your feedback, such as the addition of Strategy MEDIA as a separate monthly section in September 2002.

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So long, and thanks for all the fish…

Mary Maddever departs Strategy editorship and Duncan Hood takes over.

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Where’s the tipping point?

This issue intrepid book reviewer Mark Szabo recommends The Influentials to help marketers hone in on the mavens who trigger big changes in attitude.

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Keep the tchotchke, just give us the news

A few years back, around this time of year, I received a plum pudding in the mail. From Australia.

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We need more opps for interns

Once again, it’s intern time. Currently a lot of ad students in placement programs are looking for a break, trying to scope out perches for their January internships.

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Ask me why I’m here

Saw a funny thing over the holiday weekend. In the middle of nowhere – nothing but farmers’ fields for miles – was a naked-looking billboard, with a small poster haphazardly plopped in the middle. The poster, dwarfed by the billboard and the bleak expanse of pasture, advertised the availabilty of talking billboards. The only passersby there – or anywhere remotely near – were cows.

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Recommended reading list

My Labour Day weekend reading was diverse – James Thurber’s dogs, Carl Hiaasen’s seamy Miami scene – but two books in the pile had something in common. Both had a pretty pessimistic P.O.V. on advertising.