On the Move

AGENCIES: Toronto-based agency AMW Direct has added to its ranks with three recent appointments. Pamela Davis has been named account director, working on the TD Bank and UUNET files, in addition to helping bring in new business. She comes to AMW...

AGENCIES:

Toronto-based agency AMW Direct has added to its ranks with three recent appointments.

Pamela Davis has been named account director, working on the TD Bank and UUNET files, in addition to helping bring in new business. She comes to AMW from Grey Direct, where she worked on Sprint Canada and Camco.

Ralph Cochrane joins the agency from OgilvyOne worldwide. Cochrane, a senior account executive, will work on the Ontario Ministry of Economic Development and Trade, Ironside Technologies and Ontario Tourism.

And Patti Maglaris joins AMW Direct as manager of the agency’s not-for-profit practice. She was formerly direct response manager for the Canadian Bible Society.

Vickers & Benson Direct Interactive (VBDI) recently announced two new hires and a promotion in its Toronto office.

Elizabeth Walford joins the agency as account director, and takes on responsibility for VBDI’s interactive work with the Bank of Montreal, Nesbitt Burns and Ralston Purina. She moves over from the client side, where she was a strategic development manager for the TD Bank’s interactive services division.

Karen Ming-Sun has been hired as account supervisor for the direct marketing business of the Bank of Montreal, Lennox, and Durham Regional Hospital Lottery accounts. She comes aboard from Grey Direct, where she worked on VanCity Savings Credit Union and the Richard Ivey School of Business.

Meanwhile, Melanie North has been promoted from supervisor to account manager, and will manage VBDI’s online marketing programs for the Bank of Montreal, Cineplex Odeon and Sprint Canada.

From Karen Howe’s dining table: Creativity, COVID and Cannes

ICYMI, The Township's founder gathers the best of the best campaigns and trends so far.

Cannes Base Camp

By Karen Howe

I’m attending Cannes from the glory of my dining room table. There’s not a palm tree in sight, yet inspiration and intel are present in abundance.

Cannes Lions is a global cultural pulse check. The social course correction in the wake of the murder of George Floyd and BLM has delivered far greater diversity in the judging panels as well as the work. And we are all better for it.

I’m proud to say that creativity defeated COVID, which speaks to its power. Great work and big ideas flourished, despite unimaginable odds.

The work from the past two years spans a vast emotional range. From the profundity of Dove’s “Courage is Beautiful” to the hyper exuberance of Burberry’s “Festive,” they are opposite ends of the spectrum, but each answered a need in us.

Take note, the ascendency of gaming cannot be understated. Smart brands have embraced the channel. It makes sense, because gamers participate to meet others around the world, not just to play. And they represent a huge and powerful community. That’s why QSR Wendy’s gamified their iconic gal in RPG’s Feast of Legends.

Burger King sponsored the unknown Stevenage Football Club, transforming the team into online heroes and vaulting BK into the fray at the same time. Once again, the brand embedded itself in culture.

The birth of gaming tourism arrived when Xbox snuggled up to travel guides and created a brilliant baby: a travel guide for gaming worlds. It, too, embedded itself in culture.

From the standpoint of social good, Reporter Without Borders showed how it worked with Mindcraft for its “Uncensored Library” to bypass press censorship, with Minecraft providing a loophole to a space where young people could be educated. It provided youth with a powerful tool to fight oppression: truth.

COVID changed us in unexpected ways. We learned how to pay attention again and there was a notable lack of 30-second commercials. Instead, longer format content thrived. Apple’s WFH was seven minutes long. Entertainment reigned king, so we find ourselves returning to our advertising roots.

Seeing competitive brands form partnerships was one of this year’s other great surprises. The brilliantly simple “Beer Cap Project” by Aguila to reduce binge-drinking saw the brand reach out to competitive beers to join in. Aguila put incentivizing (keyword: free) reminders to drink water, eat food and get home safely on its bottle caps from all sorts of fast food chains, ride-share co’s and H2O brands.

On a personal level, I’m so proud of Canada again this year. Given that it was two years of work from all over the world being judged, even making the Cannes shortlist was an accomplishment. Canada is herding in the Lions in tremendous numbers – and it’s not even over. Fingers are crossed.

KAREN-HOWE-PIC-higher-rez-300x263Karen Howe is a Canadian Cannes Advisory Board Member and founder of The Township Group