The 40 nominees

A questionnaire sent to 530 clients led to the identification of the following 40 marketing services suppliers as 'Agents of Change'. (For more details on the questionnaire and methodology, see story page 8). The suppliers are listed alphabetically by company name....

A questionnaire sent to 530 clients led to the identification of the following 40 marketing services suppliers as ‘Agents of Change’. (For more details on the questionnaire and methodology, see story page 8). The suppliers are listed alphabetically by company name. In some cases, their histories and philosophies, which help make up a brief sketch of each person, have been edited for space reasons.

Tom Green, Partner

Accumark Promotions Group

Markham, Ont.

Type of Business: Fully integrated promotional marketing agency

Clients: Kraft General Foods Canada; Warner-Lambert; Mennen; Ralston Purina; Culinar; Colgate-Palmolive; Nestle; Guinness; Pepsi

History: Before joining Accumark, spent five years as vice-president with Marketing and Promotion Group. Developed marketing expertise with careers at General Foods and General Mills.

Philosophy: I prefer the term ‘partner in change.’ My role is more of a catalyst since change also requires input and co-operation from the client side. No matter how many good ideas you have, nothing is going to change without a willing client who shares your vision.

Gilles Trudeau, President

Alter Ego Communications Relations Publiques

Montreal

Type of Business: PR programs, internal communications

Clients: Societe de portefeuille du Groupe Desjardins; Assurances generales; Kraft General Foods; Le Groupe St. Hubert; Bell Canada (Int’l); Corporation du Groupe La Laurentienne; L’Industrielle-Alliance; soquij; Mutuelcom

History: Ex-partner in Cossette Communication-Marketing (Optimum) and BCP Strategy Creativity (Synergy). Set up own company in 1988.

Philosophy: (in priority): Have fun, do a good job and make money.

Richard Heeney, Art Director

Artis Marketing & Communications

Toronto

Type of Business: Direct advertising, marketing and promotion, advertising, design

Clients: Jergen’s; Canadian Home Products; Bick’s; Wrigley; Gilbey; Casio

History: Thirteen years as art director for Burson-Marsteller, Marsteller Advertising, and Bakersmith Design. Co-founded Graphicmen in 1982. Joined Artis Marketing at its inception in 1991.

Philosophy: In today’s increasingly complex and tough business environment, great creative has to do more than simply stimulate the senses. It must have the power to trigger a predetermined consumer response.

Sheldon Smith, President

Artis Marketing & Communications

Toronto

Clients: see above

History: Five years in brand management for Canadian Home Products and Colgate-Palmolive. Three years at Gaylord as account director. Co-founded and ran Impaq Marketing & Communications for four years before setting up Artis in 1991.

Philosophy: see interview p. 23

Judy Paton, Senior VP, Communication Director

Backer Spielvogel Bates Canada

Toronto

Type of Business: Advertising agency

Clients: Hyundai Auto Canada; past clients: Infiniti Division of Nissan Canada; Wood Gundy; American Home Products; Chesebrough Pond’s

History: Started in media at J.Walter Thompson and McCann-Erickson Advertising, then spent 19 years in account service at McCann-Erickson, Angus Baldwin & Partners, spm&h, Hill Holliday and now bsb.

Philosophy: See interview p. 21

Marty Teplitsky, Vice-President/Executive Creative Director

Communique

Toronto

Type of Business: Integrated multi-level marketing/communications

Clients: Rubbermaid; Nissan; MasterCard Int’l; Japan Camera; Rider Travel; Burroughs Wellcome; People’s Jewellers; Cognos; Northern Telecom; SunLife; Canadian Council of Grocery Distributors

History: Worked 15 years as VP/executive broadcast producer in several major advertising agencies in Toronto and Los Angeles, most recently at fcb/la. Switched to creative director/writer at Communique in 1989.

Philosophy: See interview p. 11

Bob Borrowman, Vice-President

Cormark Communications

London, Ont.

Type of Business: Communications agency

Clients: Electrohome, Ciba-Geigy, Stihl; Farm Business Consultants; zeneca; Cuddy Food Products; SeCan Association; London Convention Centre

History: Brand manager at Procter & Gamble, 15 years’ account management with major advertising agencies including McKim, McCann, Westcan; joined Cormark in 1987.

Philosophy: To help clients build long-term relationships with their customers – relationships that add value and, hence, establish leading market share and superior margins, while withstanding competitive attacks.

Ed Hovanec, Creative Director, Vice-President

Cormark Communications

Type of Business: see above

Clients: See above

History: Eleven years as art director with Southam Press and a number of studios and advertising agencies including R.T. Kelley. Copywriter for a major retail chain and various shops in Toronto, followed by 13 years as creative director in Ottawa and London, Ont. Joined Cormark in 1984.

Philosophy: If it does not start with a sincere respect for the customer, creative execution can easily degenerate into ego-dancing. The best stuff strikes a responsive chord in the reader because you have understood your audience and appreciate how he or she thinks.

Hans Jonckheere, President

Cormark Communications

Type of Business: see above

Clients: see above

History: Created firm in light manufacturing sector; two years’ marketing with Labatt subsidiary; account rep with Creative Marketing. Started Cormark in 1978.

Philosophy: To constantly ask a question close to our clients’ hearts, ‘Is this how I’d spend my money?’ To convince marketers that building long-term relationships with customers is the best investment possible.

Cristiane Bourbonnais, Group Account Director

Cossette Communication-Marketing

Montreal

Type of Business: Integrated communications agency, offering services in advertising, direct marketing, promotions, public relations, consumer research, design and branding

Clients: Au Coton; Bell Canada; Culinar; Dairy Bureau of Canada; General Foods; Labatt; Lever; Meaghers; Montreal Trust; Smith & Nephew

History: Career has included work for major national and international agencies such as J. Walter Thompson, Young & Rubicam, Vickers & Benson, and now Cossette.

Philosophy: see interview p. 10

Adrian Eaves, Vice-President/Director of Planning

Cossette Communication-Marketing

Toronto

Type of Business: Total communications

Clients: previous: Cadbury; Ralston-Purina; Bristol Myers; Volvo; current: Bell Mobility; ScotiaBank; General Motors; McDonald’s; L & F Canada; Gilbey

History: Confectionery brand manager for Cadbury/Schweppes in the u.k. Moved to Canada as a marketing manager for same. Account director for MacLaren, VP Account director at Scali McCabe Sloves, spent a year as managing director in Australia. President of Jerry Goodis Agency; partner at Wallis Eaves Consultancy. With Cossette for last nine years.

Philosophy: I believe that the best companies today, and certainly the most exciting ones to work with are ‘tomorrow’ companies. They are companies smart enough and brave enough to figure out what the world is going to be like, and to judge their performance against that as opposed to the past.

Elizabeth A. Walker, Managing Director

Cundari Group

Toronto

Type of Business: Integrated marketing communications firm with a-o-r relationships in advertising, direct marketing and sales promotion.

Clients: Canadian and Ontario Egg Marketing agencies; ibm; Ault; Apple; SmithKline; Unitel; Nabisco; Mennen; General Mills Restaurants; Hewlett-Packard

History: Worked as an account executive at major agencies (Ogilvy & Mather, Enterprise, Baker Lovick/BBDO, McCann) and was marketing communications manager at Unitel. Joined Cundari in 1992.

Philosophy: I don’t believe you can get unique solutions from people who are planted in neat little rows or pigeonholed in advance, so our structure encourages people to stretch. A senior account manager on a specific piece of business is also the agency expert in a particular discipline – production, promotion, direct response, media, event planning – for all our clients. My role is to make sure we maintain our multidiscipline skills, deliver a great product, and get joy from our work.

Stuart Bell, Partner

Empire Photo & Art Studios

Toronto

Type of Business: Photography, art, design and related production services.

Clients: Revlon; Gilbey; Chesebrough-Pond’s; Citibank; Bathurst Sales; Neilson Cadbury

History: Worked in small print shops before five years in the advertising department at Towers. Sales rep at Pringle & Booth. Formed Empire Photo & Art Studios.

Philosophy: Most people are looking for four simple things: price, quality, respect and service. If you can deliver all of the above with a smile, you should be able to survive today’s changing business environment.

Andrew Macaulay, Senior Vice-President, Partner

Geoffrey B. Roche & Partners

Toronto

Type of Business: Advertising

Clients: Ikea; Royal Bank; Standard Optical; Call-Net; Royal Ontario Museum; past clients: Labatt; Nabisco; Volkswagen Canada; Nestle; Sony

History: Started as junior account executive in 1980 at Foster Advertising. Moved through several large Toronto agencies over the next six years. Joined Miller Myers Bruce Dalla Costa Harrod Mirlin in 1986 and stayed for five and a half years. After a short stint at Scali, joined gbr&p in December 1991.

Philosophy: The power of advertising hasn’t declined, the practice of it has. Now, more than ever, we have to outsmart the competition, not outspend them, with strong strategies leading to ads that people enjoy and react to. Because nothing can build business like advertising can.

Geoffrey B. Roche, President/Creative Director

Geoffrey B. Roche & Partners

Type of Business: see above

Clients: see above

History: Started as Zippo Lighter salesman. Joined Glowinsky & Gee Toronto as art director. Went to New York, worked at Lord, Geller, Federico, Einstein. Then joined Chiat/Day New York and then Chiat/Day Seattle (now Livingston & Co.) Worked for Hal Riney & Partners, San Francisco. Returned to Toronto as creative director fcb. After that joined Chiat/Day Toronto as creative director and started own agency in 1991.

Philosophy: see interview p. 17

Bill Burke, VP Operations

Grenville Management & Printing

Don Mills, Ont.

Type of Business: High-end printing and administrative services

Clients: ibm; McDonald’s Restaurants; North American Life Assurance; Irwin Toys; Amex Bank of Canada; Toronto Dominion Bank; General Motors of Canada; Imperial Oil; FCB Canada; Trimark Investment Management

History: Started in sales in 1981. Took over production in 1985 and became vice-president of operations in 1990.

Philosophy: I love the feeling of a satisfied customer.

Alan M. Cowan, Vice-President

The Howard Promotional & Marketing Group

Etobicoke, Ont.

Type of business: Sales/marketing communications

Clients: Cantel Paging; Volvo GM Canada; Procter & Gamble (J.T. Baker Div.); Becton Dickinson Canada; Mannesmann Demag; Dodge; Yale; Ilford Anitec; Indal Metals; Schlumberger

History: Eleven years in advertising sales with Southam and Maclean Hunter.

Philosophy: To the marketing professional, there is no word more critical than differentiation. It is my business to seek out and embrace new ideas which will tangibly demonstrate the uniqueness and value of our clients’ products and therefore stimulate customer action.

Ken Koo, President

Ken Koo Creative Group

Vancouver

Type of Business: Graphic design and advertising

Clients: Clearly Canadian, Purdy’s Chocolate; Calona Wines; Hongkong Bank of Canada (Asian Market); Oakridge Shopping Centre; Morguard Investments; Uniglobe Travel; McGavins; Dairyworld Foods

History: Visualizer and freelance illustrator; art director for Grey Advertising (Hong Kong.) In 1974, joined West Can Communications in Vancouver (now Scali McCabe Sloves) as an art director before setting up a small design studio and then Ken Koo Creative Group.

Philosophy: See interview p. 23

Dean Black, President

K.D. Black & Company

Toronto

Type of Business: Technology-aided marketing solutions

Clients: Elizabeth Arden Canada; Erno Laszlo Canada; NCR Canada; Nesbitt Thompson/Bank of Montreal; Parfum International; Sanofi Beaute

History: Seven years of client-side experience at Procter & Gamble, The Stanley Works and American Express. Founding partner of DMG & Associates, The Direct Marketing Group. Six years as a consultant in the area of emerging technologies as applied to marketing communications.

Philosophy: All businesses will have to deal with the reality that service to the individual is the final arbiter in the purchase decision. Combining traditional marketing with information technology is the only cost-effective way to know consumers and deliver to their service expectations.

Jim Hickman, President & Creative Director

King West Communications

Toronto

Type of Business: King West is a full-service company providing ‘strategic creative.’ The company does publications, promotions, corporate identities and is heavily involved in multimedia.

Clients: Royal Bank of Canada; Thompson Healthcare Communications; Controlled Media; Guardian Capital Group; Dyment; Ontario Ministry of Economic Development and Trade; Federal Pioneer; Canadian House & Home Magazine; Addiction Research Foundation; Helix Investments

History: Writer/editor at Imperial Oil in early 1970s. Consumer magazine writer, then art director and copywriter in own company for four years. Director of communications at former Ontario Ministry of Industry and Tourism from 1980-82. Set up own shop.

Philosophy: It’s important to go deeper than simply addressing the client’s current objectives. You must also have a mindset of their future and where they expect to be. You have to embrace innovation and continue to explore new, more effective and less costly avenues for marketing communications.

Samuel L. Duboc, Executive Vice-President and Chief Operating Officer

Loyalty Management Group

Toronto

Type of Business: The design, management, and day-to-day operation of the Air Miles Reward Program in Canada.

Clients: Bank of Montreal; Oshawa Group; Sears Canada; Le Groupe Ro-Na Dismat; Goodyear; Shell Canada; Canada Safeway

History: Five years with Bain & Company, an international strategic consulting firm, primarily in operations and sales and marketing. Then executive vice-president and chief operating officer of Holzman Jewellers, an established retailer of upscale jewellery.

Philosophy: not supplied

Craig Hall Underwood, President, Chief Executive Officer

Loyalty Management Group

Toronto

Type of Business: see above

Clients: see above

History: Seven years at Bain & Company international consulting before opening Toronto office of LMG Canada in 1991.

Philosophy: I believe that business is the ultimate team sport. I hate departmental thinking and strongly discourage the use of the word ‘department’. We all spend time listening to our Air Miles collectors and we actively solicit feedback from our customers. We invest heavily in research and analysis and pride ourselves on being data driven and focussed on results.

Luke Sklar, President

Luke Sklar & Associates

Toronto

Type of Business: Marketing research consultants

Clients: Black Photo; CTV Television Network; T. Eaton Company; H.J. Heinz; J. M. Schneider; Pizza Hut; Purolator Courier; Sterling Health; Monsanto Canada

History: Founded Luke Sklar & Associates in 1986 after an eight-year career in three marketing disciplines: brand management, advertising and research. Before founding own company, worked with Susan Feldman & Associates managing market research for clients such as American Express, Nabisco Brands and Robin Hood Multifoods. Before that, vice-president of Vickers & Benson, responsible for the account management of the Bank of Montreal, Nabisco Brands, and H.J. Heinz.

Philosophy: See interview p. 19

Gerry Assinck, Senior Account Manager

The M2000 Group

Richmond Hill, Ont.

Type of Business: Graphic communication

Clients: Baxter Foods; Homelite Textron; Kingsmill Foods; Mmmarvelous Mmmuffins; Olco Petroleum; The Second Cup; Spalding Canada; Tokai of Canada; United Cigar Stores

History: Started in sales, selling industrial fasteners and then new and used cars. In 1982 responded to the challenge of selling graphic communications, in which two projects are never the same.

Philosophy: My mission is to develop long-term client partnerships by providing superior creative concepts and solutions using all available resources.

Frank Palmer, Chairman

Palmer Jarvis Advertising

Vancouver

Type of Business: Full-service advertising agency

Clients: McDonald’s Restaurants; Canada Safeway; Mohawk Oil; Sun-Rype; Greyhound; Rogers Cantel

History: Artist and designer for kvos tv from 1963-66. Production manager for Western Direct Mail 1966-69 before founding Palmer Jarvis Advertising in 1969.

Philosophy: We have to close the doors on the way we previously conducted business. This is now the future, and business will continue to be tough, and getting tougher. The key is to develop strategies to deal with constant change and create opportunities. One solution is the virtual corporation – companies coming together to successfully tackle a project that demands their individual strong attributes. Survival today means working with the competition.

Lise O’Brien, President

Panache Promotion Group

Weston, Ont.

Type of Business: Supply promotional and marketing consultation and develop national and regional programs exclusively for Canadian food, wine and spirit manufacturers, distributors and related companies.

Clients: FBM Distillery; Hamilton Beach; Proctor-Silex Canada; The Dutch Dairy Bureau; J.M. Schneider; Bertolli Canada; Macmillan Canada (Canada Publishing Corp.); Kellogg Canada; Maple Leaf Grocery Products; Lyons Tetley Canada

History: Spearheaded promotional activities for major import/specialty food companies. Discovered a niche opportunity bringing together brand name products and publications hungry for informative articles for their readership.

Philosophy: I have always considered brand name products to be ‘members of the Canadian family.’ I believed that readers would be interested in advertorial pieces featuring recipes using brand name products. I also know that even the largest major food manufacturers wanted to be identified on a more personal level. Six cookbooks and about 200 pieces later, still having fun.

Peter Bromley, Vice-President

Patrick O’Neill & Associates

Toronto

Type of Business: A communications and training firm committed to helping clients achieve breakthroughs in customer, employee and stakeholder relationships.

Clients: Owens Corning; Dell Computers; H.J. Heinz; Swiss Bank; Working Ventures; Money Concepts Canada

History: Worked in account management at several advertising agencies and public relations firms, including MacLaren and Burson-Marsteller. Seconded to federal government to work on a variety of communications issues and campaigns. Taught at York University in Toronto and was reporter and writer for TVOntario’s The Science Edition. Co-founder of Patrick O’Neill & Associates, now in its sixth year.

Philosophy: My commitment is to challenge the assumptions that lead to inertia within client organizations. This creates an opening for actions that produces a major advance – a breakthrough.

Rick Smith, Group Account Director

Promanad Communications

Toronto

Type of Business: Creative integration specializing in developing core ideas and integrating them into multidisciplined campaigns.

Clients: current: Bridgestone/ Firestone Canada; Camco; Ontario Lottery; Chubb Security Systems; Magicuts; before Promanad: Glaxo; NutraSweet; Ontario Egg Producer’s Marketing Board; Mattel; Carlsberg Beers

History: Started at Mertens Advertising in 1980. Moved to McKim in 1981 as account executive on 7UP brands. Joined Ogilvy & Mather in 1983 and spent nine years moving through the ranks of account executive, account supervisor and account director. Joined Promanad in 1991.

Philosophy: I believe first and foremost in making something happen. Decisions should be made using a balance of information, experience and guts, but never suffering from ‘paralysis by analysis’. Don’t accept ‘that’s the way we’ve always done it’ as the rationale for an action plan.

Richard Kelly

Richard Kelly & Company

Toronto

Type of Business: Strategist

Clients: not supplied

History: Began in account management (Procter & Gamble, General Foods). Worked in London, New York and Toronto. President and co-founder of Scali McCabe Sloves in Canada. Five years in Los Angeles. Returned to Toronto in 1989 as president of Ambrose Carr Linton Kelly. Founded Richard Kelly & Company in 1992.

Philosophy: See interview p. 8

Marc Giacomelli, Creative Director

Robins Sharpe Associates

Toronto

Type of Business: Advertising agency

Clients: Genie Garage Door Openers; Absolut Vodka; Air France; Archdiocese of Toronto; Eaton’s; Delta Hotels; Hazelton Lanes; Mr. Lube; Oshawa Foods; Standard Life; Xerox

History: Four years as creative director at Robins Sharpe Associates. Four years as a partner at Creative Interchange. Seven years as a writer and creative consultant, sctv. Philosophy: See interview p. 18

Elizabeth Torlee, President

Saatchi & Saatchi Advertising

Toronto

Type of Business: Advertising

Clients: Toyota; McNeil Consumer Products; Beef Information Center; Hewlett-Packard; Amdahl Canada; ICI Paints; Procter & Gamble; British Airways; Toronto Dominion Bank; Rothmans, Benson & Hedges

History: Four years on the client side at Carling O’Keefe Breweries; spent six years at J. Walter Thompson and McCann-Erickson Advertising before joining Saatchi and Saatchi as an account supervisor in 1982. Became president in February 1992.

Philosophy: Advertising, in my view, is neither an art nor a science; it is a craft. In whatever way I can, I want to re-dedicate myself and the people around me to the craft of advertising and be accountable for its success. This means inspiring people to care a lot more about how and why advertising works, when it works and what makes it good or bad. But it also means stripping away all the trappings – the systems, procedures, activities, services and, frankly, the people not directly contributing to the development of great advertising or essential to its success.

Morris B. Saffer, Chairman

Saffer Advertising

Don Mills, Ont.

Type of Business: Retail advertising agency

Clients: Hudson Bay; Home Hardware; Wanamakers (Philadelphia); Home Quarters (u.s.); Montgomery Ward (u.s.)

History: Ten years at The Oshawa Group (iga, Food City, Towers) moving from art director to director of advertising. Founded North America’s first advertising agency to specialize exclusively in retail in 1970. Pioneered the trademarked philosophy ‘The Store is a Brand’ while at Harvard School of Retail in 1969. Creator of award-winning campaigns such as ‘Black’s is Photography,’ ‘Home of the Handyman,’ ‘You’ll do better at the Bay,’ ‘You’re on you way with Esso.’

Philosophy: ‘The Store is a Brand.’ The purpose of all retail communications is to build a beneficial relationship with the customer. It is also the same purpose for the agency with its customers.

Michael Paul, Executive Vice-President, Creative Director

SMW Advertising

Toronto

Type of Business: Full-service advertising agency

Clients: Lexus; Harvey’s; CTV Television Network; Nikon; Foodland Ontario; Ontario Ministry of Tourism; Merrell Dow; Ciba-Geigy

History: Started as a copywriter at Goodis Goldberg Soren; then to Doyle Dane Bernbach in the late `60s (Volkswagen, Heinz); from there to group supervisor at Ronalds Reynolds (Toyota, Nestle); a founding partner in SMW Advertising in 1975; Executive VP creative director ever since.

Philosophy: See interview p. 19

Debra Rother, Retail Account Executive

Southam Newspapers (Division of Southam)

Don Mills, Ont.

Type of Business: Newspapers, book retailing and business communications

Clients: Canadian Tire; Cineplex Odeon; Famous Players; Shoppers Drug Mart

History: Nine years at The Gazette in Montreal, including seven years as retail sales representative. For the past four years, retail account executive for Southam Newspapers, Toronto.

Philosophy: A steadfast commitment to excellent service. A passion to develop and communicate exciting new creative opportunities to reach/surpass client objectives. To build successful alliances with clients characterized by ethics, responsiveness and open communications.

Gayle Robin, Partner

Strategic/Ampersand

Toronto

Type of Business: A full-service integrated marketing agency

Clients: Oracle Corporation Canada; Data General Canada; Worldlink Telecommunications; Woolco; Funrise Toys

History: Eleven years’ experience in consumer goods sales and marketing management and in business-to-business marketing and advertising, both agency and client side. Started own marketing agency in 1985, Ampersand Marketing, and merged with partners Miles Pollock and Jennifer Dean of Strategic Marketing Associates/Strategic in Media January 1991.

Philosophy: My philosophy is to work with clients from the standpoint of a strategic partnership. I help define and clarify their marketing objectives in the context of ‘the business case’ and present them with what are often a unique variety of available strategic options.

Catherine Cronin

Target Mail

Scarborough, Ont.

Type of Business: A full-service database marketing company that specializes in database building and implementation of customized programs.

Clients: Lever Bros.; Marion Merrell Dow; Pepsi; cibc

History: Worked for Target Mail for five years, specializing in database marketing for the packaged goods industry and, more recently, financial services. Before that, manager of information architecture at Thomas J. Lipton. Eleven years’ brand management experience at Lipton, Seagram Distillers and General Foods.

Philosophy: ‘To thine own self be true.’ To me, this means know and understand yourself well enough to see your limitations, and then have the courage to go beyond them. This is true for companies as well as individuals.

Greg MacNeil, Group Vice-President

Telemedia Communications

Toronto

Type of Business: Publisher of consumer magazines. Interests in radio stations in Ontario and Quebec, national consumer couponing vehicles and community newspapers in Quebec.

Clients: Cosmair Canada; Culinar Grocery Products; Kraft General Foods; Procter & Gamble; Revlon Canada; Robin Hood Multifoods; J. M. Schneider; Shoppers Drug Mart

History: Began career in magazine advertising sales at Maclean Hunter and sales management at Homemaker’s magazine. Founding partner in the Procom group, founding publisher of Recipes Only magazine, a partner in Telemedia Procom after its merger with Telemedia in 1986. Acquired and published Homemaker’s magazine on behalf of Recipes Only magazine in 1988. Became vice-president group publisher in 1992, then group vice-president in 1993.

Philosophy: It doesn’t matter to me how far I go in business, but it matters greatly how I get there. Credibility is fundamental to everything that I try to do. Long-term partnerships cannot be evolved without it. So, to me, it is very important to deliver on your promises…and then a little bit more.

Thomas Pigeon, President and Creative Director

The Thomas Pigeon Design Group

Toronto

Type of Business: Strategic package design and brand identity consultation

Clients: Kraft General Foods; Hostess Frito-Lay; Primo Foods; Warner Lambert; Johnson & Johnson

History: Started at The Montreal Star out of high school. Became photo editor of a leading weekly newspaper, then started account and creative work with a Montreal ad agency. Subsequently joined a design firm which ultimately became The Thomas Pigeon Design Group.

Philosophy: See interview p. 16

Jim Murray, President and CEO

Weaver, Tanner & Miller

Kitchener, Ont.

Type of Business: Full-service marketing and corporate communications

Clients: Ontario Lottery; Ontario Hydro; Frigidaire Canada; National Community Tree Foundation; Roxul; WCI International; GSW Heating Products; J.M. Schneider (Foodservice); CGC Industries & Interiors; Canadian Turkey Marketing Agency

History: President of international executive development firm; 18-year career as senior academic administrator and faculty member at two Canadian universities; professor of international law and marketing; consultant to leading North American ad agencies; editor of professional journal; business columnist and author, labour relations mediator, holds 4 degrees (incl. doctorate).

Philosophy: Born largely of eclecticism, true change agents have the uncanny but proven ability to find advantage in adversity, turn conventional wisdom on its head, and reframe problems into opportunities. They are optimistic architects who empower, nurture and lead by example. They mold people of contrasting talents and expertise into harmonious, focussed and winning teams. They don’t squander their energy and intellect reacting to the present, they invest it in creating a future of choice.

Chris Plewes, President/Creative Director

William Plewes Design

Toronto

Type of Business: Package design, brand development

Clients: Campbell Soup; Cyanamid; Dairyworld Foods; J. M. Schneider; Kraft General Foods; Lyons Tetley; McCain Refrigerated Foods; McCormick Canada; National Sea Products; Rhone-Poulenc Rorer

History: Graduate of Ontario College of Art. Climbed the ladder at William Plewes Design from junior designer to creative director in 1988. Appointed president in 1992.

Philosophy: See interview p. 22