Terry Poulton

Contact Terry by sending an email to tpoulton@brunico.com

Articles by Terry Poulton
News

CTV puts fans in the picture

Fall TV buzz often centres on new show launches, leaving returning shows feeling like the kid who gets picked last for the team. But CTV cooked up an antidote. ‘Live the Drama’ is an engagement-boosting contest launched last month to give viewers the chance ‘to walk in the shoes of their favourite characters’ from returning series.

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Bridezilla viral spreads to Wig Out Weekend on Much

How could the famous ‘Bride Has Massive Hair Wig Out’ viral video not have a future? Over two million YouTube visitors reportedly went wild over it a few months back, plus media all over the world picked up the story.

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Shotgun: how to fire your business partner

When good business partnerships go wrong, things can get ugly fast. Toronto-based private equity firm Shotgun Fund takes this insight to outrageous levels in a recent B2B campaign featuring a disgruntled businessman wishing harm on his obnoxious partner.

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Mr. Reach woos the ladies

He’s no Casanova, but Montreal-based Johnson & Johnson Canada is hoping a new advergame starring goofy spokes-cartoon ‘Mr. Reach’ will appeal to women 25-55. Early results are good: within a week of launching, ‘The Mouth of Mystery,’ built by Ottawa-based interactive agency Fuel Industries, had attracted 15,000 unique users. Participants earn a chance to win trips or instant prizes for each phase of the game they complete.

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Brilliant: A 100% viral Christmas (rant, that is) for WaySpa

Hordes of men feel horribly pressured at this time of year to come up with desirable gifts for significant others, so Dentsu Canada captured that trauma for cyberbrand WaySpa.com, and is letting the denizens of YouTube do the rest…

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Cherchez le lapin

The ICA allotted a record 47 prizes at the Cassies in Montreal and Toronto in November. A top winner was BBDO Montreal’s ‘Lait au chocolat’ campaign for the Quebec Federation of Milk Producers, which scooped two Golds and a Grand Prix with a horror movie spoof about lovable chocolate animals disappearing. A special 10th anniversary feature were awards given for cumulative track records across all 10 Cassies events held so far. Honourees were: Gold – Bensimon Byrne; Silver – JWT; Bronze – BBDO. Winning advertisers were: Gold – Pfizer; Silver – Labatt; Bronze – Unilever. (www.cassies.ca)

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Two-faced storefronts

Thanks to new ‘Window F/X’ technology imported from Europe, Boombox Marketing’s OptiAd Media division has begun transforming store windows into screen ads for featured products. Almost like holograms, the ads are invisible from inside but eye-catching for passersby 24/7, even in bright sunlight.

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Naughty Santa chicks pack mobile video

This month a 10-woman mobile video backpack team dressed in ‘naughty Santa attire’ will deploy to mingle with boomers streaming into the Air Canada Centre for Barbra Streisand’s two mid-October concerts. The plan is to entice easy-listening fans to stick Diana Krall’s upcoming Christmas CD, Live in Paris, on their wish lists. A promo video for the album will be onscreen, while eight other ‘Santa girls’ will hand out red-wrapped postcards describing Krall’s CD as the perfect gift for the holiday season. The X16 mobile video units are part of Toronto-based Hit N’ Run Entertainment’s street marketing guerrilla arsenal.

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Nothing says ‘look at me’ like free CDs

Exemplifying the imaginative, multi-featured path it’s now possible – and imperative – for media to pursue, Exclaim! magazine, CBC Radio 3, Mint Records, HMV, Puma and Mazda are teaming up in an exceptionally sticky, youth-oriented initiative whose end result will be a concert tour and free CD giveaway.

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HarperCollins went deep and digital

Haven’t yet heard of Londonstani, the sizzling new novel about British-born Asian gangstas in the mean streets of the U.K.? You will, thanks to the most innovative book campaign since Jack McClelland led a parade of chariots and gladiators down Yonge Street in a blizzard.

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Brilliant! Dew Fuel all-night parties

As if being gobbled up by BGM weren’t enough of a shocker, MuchMusic sites in Toronto and Vancouver were hijacked from midnight to 6 a.m. July 14. The perpetrators staged a unique media event to launch Pepsi-Cola Canada’s new youth-oriented soft drink Dew Fuel.

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CBC: Will hockey + ? = ratings success?

Context: Last year, Slawko Klymkiw, then head of network TV, promised a ‘breakthrough year’ for the station, pegged on a new focus on strong dramas. Since then, big shows that received much fanfare this time last year – namely Da Vinci’s City Hall, This is Wonderland and The Tournament – have been axed. Low ratings were blamed. In February, Kirstine Layfield stepped into Klymkiw’s role, which he vacated last August, and it seems the search for a winning formula (beyond hockey) for the public net continues.

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CHUM: Not quite in the big leagues

Context: What worked best for CHUM last season, says Roma Khanna, SVP content, ‘were Supernatural and Everybody Hates Chris. We also had continued success with America’s Next Top Model and launched MuchMusic’s VJ Search and Canada’s Next Top Model as original series.’

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Global/CH: Slow and steady build

Context: With seven shows in the top 20, it’s no wonder Barbara Williams, SVP programming and production, says last season was ‘an important year for us in terms of building some momentum back into the schedule and getting traction with some key shows.’

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CTV: Not messing with a good thing

Context: From the perspective of Susanne Boyce, president of programming/chair of the CTV Media Group, last season ‘went phenomenally well.