`He puts the spotlight totally on the client’

Jim Peacock is president of Vancouver's Peacock Public Relations.Frank Palmer demonstrates his creativity in many ways. Often, it's with a sense of humor. And, from time to time, there's a touch of fantasy.For example, when he called me a year or...

Jim Peacock is president of Vancouver’s Peacock Public Relations.

Frank Palmer demonstrates his creativity in many ways. Often, it’s with a sense of humor. And, from time to time, there’s a touch of fantasy.

For example, when he called me a year or so ago to invite me to be a guest at the Palmer Jarvis table at a Variety Club of British Columbia fundraising dinner, Frank said me and his five other guests and the dinner organizers would have to be part of a charade.

His scheme worked to perfection.

His seventh guest, client Ron Marcoux of McDonald’s, was told he’d be called upon towards the end of the program to receive a presentation to Vancouver’s Ronald McDonald House.

Very helpful

Throughout the evening, Ron checked with others at the table to make sure all of his information about Ronald McDonald House was up to date so he could properly respond. Frank was very helpful.

When the Variety Club presented the Golden Heart Community Achievement Award for 1993 to John Winter of Molson Breweries, Winter made his acceptance remarks, then – as covertly planned by Palmer and the Variety Club executives – Winter announced that Ron Marcoux had been selected as the 1994 recipient of this prestigious award.

Frank had demonstrated not only his pride in, and respect for, his client and what he had contributed to the community.

Community standing

He had shown how well he understands the significance of community standing and reputation in marketing.

And, he had done so in a way which, deservedly, placed the spotlight totally on the client.

Few beyond the executives of the Variety Club and Ron’s operations and marketing team knew that it was Frank who initiated the nomination.

It was an equally limited group that knew Frank then orchestrated the announcement as a surprise for the unsuspecting recipient.

Public awareness of the community contributions made by Ron Marcoux, president and chief executive officer of McDonald’s Western Canada, grew from the evening of the 1993 award dinner right through to the presentation of the award before 460 people at the 1994 Golden Heart Community Achievement Award Dinner on Oct. 28 – just as Frank knew it would.

Since we both are privileged to work with McDonald’s in Vancouver, Frank and I see a lot of each other.

Never stops working

And, it’s obvious Frank’s mind never stops working on new ideas – whether it’s on a bus accompanying Ron Marcoux and others on McHappy Day rounds, in a brainstorming session to identify ways in which Ron and his McDonald’s colleagues can help fill another community need or extend the reach of a marketing program, or in a quiet conversation during a break in the action at an event launch.

In my experience, that’s just the way Frank is.

And, that’s one big reason for the success he enjoys as the leader of Palmer Jarvis.