Terry Poulton

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

Articles by Terry Poulton
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The future of viewership

Appearing at MTVN’s upfront bash in New York, the host of The Daily Show labeled television a dinosaur that will avoid extinction only if it sprouts multiple delivery modes. And that, Jon Stewart quipped, is why one upcoming show ‘will be delivered through Jell-O shots’ and another ‘will take place in a can of Red Bull.’

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Your brand, the star

As planning for the coming TV season is firmed up and the nets’ marketing teams rev up, the first good news is that viewership is 4% higher than at the same time last year.

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Tell Us About Us’s yacht caper

If strategically planned pizzazz is a surefire way to raise a company’s profile, why not up the ante by staging pizzazz aplenty aboard a luxury yacht? That’s what the folks at customer research firm Tell Us About Us thought when they learned that the venue for an upcoming conference would be balmy Fort Lauderdale, Fla. Normally, says Winnipeg-based TUAU president Tyler Gompf, the annual meeting of the Institute for International Research is…well, he actually used a euphemism for ‘boring.’ He spied an opp to position the firm ‘as young, fun and exciting’ – plus ‘get some quality face time’ with some of the Fortune 500 attendees, which normally takes months of effort to achieve.

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Got a creative creative process

Rumpelstiltskin’s managerial style definitely wouldn’t cut it in today’s business world.

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What they say about Andy

Paul Beggan, president, Bacardi Canada

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Brandt’s legacy

Item B.B. (Before Brandt) A.B. (After Brandt)

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Vintage Andy

Andrew S. Brandt doesn’t look a bit like Napoleon Bonaparte. And during his just-ended stint as chair and CEO of the Liquor Control Board of Ontario, he never rampaged through its Toronto headquarters on a fiery steed.

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An ideal marketer: Sean Durfy – Gold

Smiling at the sky, not even knowing why.’ That lyric by Sean Durfy’s favourite band from back home in Newfoundland could have been sung about him when he first migrated from Cornerbrook to Calgary a decade ago.

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Fulfilling needs

As both a brand promise and a memorable jingle, ‘More than you came for’ seems like a surefire winner for The Bay. But for this Toronto shopper, a disappointing in-store experience during the holiday season turned the slick slogan into a broken promise.

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Is your strategy made in Canada?

Has your firm’s decision-making power moved south? You’re not alone. The good news is you can clot the bleeding. Our panel shares ways to really – truly – own your brand

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Together at last

Wrapped to resemble a sleek, black limousine, a tour bus filled with gamblers speeds west along Toronto’s Gardiner Expressway. It passes a billboard with a giant king of clubs playing card that extends an invitation to ‘Experience Everything Special.’

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Think plaid

By all accounts, merging the respective identities and assets of gargantuan Toronto-Dominion Bank and mighty Canada Trust in 1999 was one of the greatest Canadian marketing challenges of all time.

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Retail-driven, customer-focused

Strategy sat down with Dominic Mercuri, SVP /CMO, and Chris Armstrong, former TD CMO, now vice chair, sales and marketing, TD Waterhouse USA – soon to be TD Ameritrade – to find out where the bank’s headed.

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Timeline

1855

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Marketing can be this comfortable

‘We think we have the nicest girls in banking,’ boasted the Toronto-Dominion Bank in print ads that featured its prettiest tellers and appeared around its centennial in 1955.