Paper connection spells good news for Workopolis.com

The birth last week of Workopolis.com, the love child begat from the strange union betwixt Globe Information Services and Torstar, may one day be remembered as a momentous turning point for the newspaper industry in Canada. Not, however, because it marked...

The birth last week of Workopolis.com, the love child begat from the strange union betwixt Globe Information Services and Torstar, may one day be remembered as a momentous turning point for the newspaper industry in Canada. Not, however, because it marked the first time the publishers of the two largest daily newspapers in Toronto set aside their competitive differences for a common strategic goal.

No, if the launch of Workopolis is recalled with veneration years from now it will be because it signaled the beginning of a real transformation in the way the purveyors of news and information do business in this country. It may, in fact, be seen as one of the first concrete steps in a process in which the 200-year-old-plus model of simply delivering a static, pre-determined package of news and information to a passive audience was put to rest.

While Workopolis.com is certainly not the first entrant in the race to dominate the online career resource category, it may end up being the first one to fully register in the consciousness of Canadians all across the country. By any existing measure, Monster.ca and Jobshark.com, are doing a superb job of attempting to meet a need in the marketplace – that is, fast, easy access to a large repository of good job opportunities, along with a healthy measure of useful advice. The advantage the similarly structured Workopolis Web site has over them, however, is its offline connection to good old-fashioned newspapers.

Anyone who has ever had to look for work knows that newspapers are a useful place to seek out opportunities, but almost never the best place to look. Still, the habit of turning to newspapers to look for work is ingrained in the behaviour of most ordinary people, and by joining forces on Workopolis, The Globe and the Star have craftily put in a place a method to transfer the offline goodwill they’ve earned over the years to the Internet. Once they perfect the new model and take further steps to solidify the direct relationships they’ve established with their audience, count on seeing a torrent of new interactive content flowing between the information providers and their audiences.

The only potential hurdle to Workopolis being the spark to make that happen would be an ineffective branding and launch strategy that renders the venture little more than an interesting footnote in the history of the development of the Internet economy in Canada. But that couldn’t possibly happen, could it?

David Bosworth

dbosworth@brunico.com

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.
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The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.