Paula Costello

Contact Paula by sending an email to pcostello@brunico.com

Articles by Paula Costello
News

MEC urges biz to give green to get green

‘You can definitely do well by doing good,’ Peter Robinson, CEO of Vancouver-HQ’d Mountain Equipment Co-op (MEC), told a press conference last month. MEC has teamed up with environmental network One Percent For The Planet (1%FTP), which includes companies that donate at least 1% of their annual revenues to environmental orgs, and Community Foundations of Canada.

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National Retail Federation 96th Annual Convention and Expo/American International Toy Fair

01/14-17

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Canada’s Next Top Ad Exec Competition/Way More About Advertising Day @ DeGroote

Canada’s Next Top Ad Exec Competition/Way More About Advertising Day @ DeGroote

News

Brilliant: Cashmere TP hits the runway

TP brands typically play a one-ply upmanship game on the softness front in a battle of the cuddly icons, but Scott Paper’s Cashmere has taken it to a new level, using potty tissue to create couture.

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Strategy’s Agency of the Year approaches

11/13-15.

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Fox Interactive’s at Ad: Tech and Carat Fusion’s at EPM

11/06-08.

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Brilliant – Motorola dials up its partnership with the Toronto International Film Festival to unspool the message that mobile video is a serious contender

Motorola, TIFF link small screen to big screen

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Be there

Strategy takes a special look at the third edition of Ad Week, which is designed to provide a broad-based platform to air the issues and delve into ad and media trends. Last year 50,000 people from 70 countries converged on New York to attend more than 200 events. This year, the hoopla will be held in a variety of venues around NYC from Sept. 25-29. To register, visit www.advertisingweek.com. Below: a few highlights.

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Be there

10/03.

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Fun with poo

It’s not often that people are asked how they feel about feces. Not anymore. Prelam Enterprises has taken potty talk to the street – and the Howard Stern show. Last year, Prelam, a five-person air freshener company from Moncton, debuted a new type of bathroom deodorizer in the Atlantic provinces. Just’a Drop is a ‘toilet odour neutralizer’ – you squeeze one drop of liquid into your toilet before you go thereby ‘suppressing unpleasant bathroom odours at the source.’

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Brilliant: Away to the races

Quebecers have a special place in their hearts for The Grand Prix. The Canadian circuit stop was June 25 in Montreal, but the excitement started to build in April. This year, Provigo and its parentco Loblaw decided to tap into that Formula 1 buzz, and ran a pre-Grands prix – Les Grands Prix des épiceries. The results? It’s a winner.

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The grid

To view the national grid for the fall TV season which appeared in Strategy, please follow the link below. You will also find grids for the Toronto, Montreal and Vancouver markets which did not appear in the magazine.

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Brilliant! FIFA promotions

They call it the beautiful game. And soccer’s ultimate showcase, the FIFA World Cup, only comes along every four years and attracts about 314 million viewers per match. With the tournament kicking off in Germany on June 9, sponsors are naturally working hard to catch the attention of fans both on and off the pitch. Here are a couple of nifty plays that rank up there with Ronaldhino’s foot work. Well, almost.

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Be there

MAJOR EVENTS

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Brilliant! street-level promotions

It’s spring, which means Canadians are sitting in cafés and strolling along instead of scuttling from building to building. In other words, it’s an opportune time for marketers to interact with consumers on the street. We found three promos that do a particularly good job of taking advantage of the situation.