Pia Musngi

Contact Pia by sending an email to pmusngi@brunico.com

Articles by Pia Musngi
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Coty Prestige’s Mavis Fraser: CK invites netgen in2 brand conversations

If you’re familiar with Obsession for Men, CK One and Eternity, blame it on Mavis Fraser. A fragrance industry heavy-hitter and director of marketing at Oakville, Ont.-based Coty Prestige, Fraser has been around cosmetics long enough to know what works. ‘I’m a product junkie,’ Fraser gushes. ‘I love the product experience. I’ll try anything new.’

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Kids lovin’ creating McDonald’s ads

McD’s is the latest marketer to serve up co-creation advertising opportunities for consumers. The Toronto-based QSR has hooked up with YTV for the Go Active! Film Festival, which launched early last month, in a bid to increase interactivity online and physical activity off-line.

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Harlequin gets racier with NASCAR

Toronto-based romance fiction giant Harlequin Enterprises and NASCAR have locked into a racy brand embrace. They are launching a series of racetrack-inspired romance novels in the U.S. to attract the 30 million-plus women who are NASCAR fans.

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An audience of one

If recent news is any indication, perhaps it is The End of Television as We Know It. Anheuser-Busch launched ‘The Bud Screen’ over Super Bowl weekend, a new direct-to-consumer channel that offers viewers ads, programming and branded content downloadable to computers and iPods. CBS announced the availability of Survivor on CBS.com for $1.99 per download. This would seem to support the findings of a recently released IBM study that carries the gloomy aforementioned title.

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Global brings partners to bash

Global Television has cozied up to several marketing partners to push its mid-season entry, the Canadian teen drama Falcon Beach.

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Pontiac decodes futuristic promo tactic

Like something out of a sci-fi novel, Sunday, Oct. 30 saw Quebecers glued to their TV sets, holding up decoders to their screens and waiting for a message.

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Gas to fuel Sears

Remember how, at grandma’s request, you used to pick your holiday gifts from a catalogue? Well, Sears Canada is cleverly evoking those memories in a future episode of Corner Gas.

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Gateway opens on new-style mag ad

Hungry for innovation in magazine advertising? Then imagine getting your product mentioned in a branded content feature as a must-have ingredient for the perfect dinner party.

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Marketing to youth? Try a Dose or a Vice

When marketing to 18-34s, you need to speak their language. If you can’t, partner with someone who does. Fortunately, there are a couple of youth rags currently offering the chance to do just that.

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Multitudes for Solo

Bell Canada’s Solo Mobile launched an innovative national campaign last month, geared at 13-24s, that has so for yielded new activations of 20% above plan, says Stewart Ellis, Solo’s managing director.

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Global enlists walking ads

What will you watch on TV tonight? If you’re like most consumers, you make that decision on your way home.

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Nike series seeks Canuck caster

Toronto-based TV prodco Chokolat, a division of ad agency Taxi, is looking for a Canadian broadcaster to pick up 4×30 series Full Ride. The series is sponsored by Nike and produced for ESPN. Full Ride follows six U.S. high school seniors through the football recruitment process, from a camp attended by more than 200 college coaches and scouts to the final decision as to who will get a ‘full ride’ scholarship.

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In other futuristic signage news…

The world as depicted in sci-fi novels has arrived. Evanston, Ill.-based IO2 Technology (www.io2technology.com) has announced an innovative ad technology that can show videos in space. Read: without a screen. Heliodisplays, as they are called, went on the market in August. According to Cox News Service, viewing areas equivalent to a 15-inch monitor cost US$18,600. They can be navigated with hand gestures – no mouse required.

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OOH is the new DM

When it comes to measuring out-of-home, it’s no longer about how many people see the ad, but how many people respond to it. Thanks to new technology – and accountability demands on the part of marketers – advocates of the medium have found a number of ways to prove its worth. In fact, OOH is now as measurable, data-driven and trackable as direct marketing. And advertisers are noticing.