Knight’s off base

After reading Bob Knight's rant on the Billi Awards' call for entries in the Jan. 31 issue of Strategy DirectResponse, I felt compelled to defend myself. Why? Maybe it was the fact that he was completely off base in his assessment...

After reading Bob Knight’s rant on the Billi Awards’ call for entries in the Jan. 31 issue of Strategy DirectResponse, I felt compelled to defend myself. Why? Maybe it was the fact that he was completely off base in his assessment of this ‘DM’ piece or that I just fear the day that I am walking down the street and somebody hits me in the face with a slab of meat (‘Unfortunately, the reproduction of the sample billboard is so abominable you want to throw pork in the chops of whomever OK’d the proof.’)

I believe that the first rule of ‘Direct Marketing’, or any other marketing for that matter is to know your target. This was a poster sent mainly to creative departments at ad agencies. These people make ads, read ads, and dissect ads every day, so we tried to do something that they would appreciate and hopefully tack up on the wall. Maybe we should have included a two-page personalized letter with plenty of italics, a tipped-in reminder card, a message from the president, another reminder card and a postage-paid envelope, but we felt the cleaning staffs at these agencies were overworked enough.

Admittedly, the quality of reproduction was not the greatest. That factor was weighed against the quality of the idea and we felt that we could live with the reproduction. We also reasoned that maybe in some way the poorer quality of the photograph helped to reinforce the idea of the ‘bad ad’.

Bob Knight mentioned that the ad was succinct, and I’m not sure how to respond. The last time I checked, that’s the name of the game, whether it be in direct mail, print, television or outdoor. Isn’t the idea to interest the reader, convey your information in a single-minded manner and move on? The ad told people how to enter (on the Web site: www.billiawards.com), where and when the show is (Feb. 24 at the ROM) and who to call for more information (I’m sure Susan Blanchard would tell you that the ROM is the Royal Ontario Museum). How much more information do you need?

Chris Hall

Art Director

Ambrose Carr Linton Carroll

Toronto, Ont.

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.
TheGarden_FL

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.