Canadian surfers staying home: study

For English Canadian Web surfers, there's no place like home. Particularly when it comes to shopping, banking and staying on top of the news....

For English Canadian Web surfers, there’s no place like home. Particularly when it comes to shopping, banking and staying on top of the news.

That’s the conclusion of the latest report from digital media measurement firm Media Metrix Canada.

For the first time, the report has broken down its audience ratings by category, providing figures on Canadian Web usage in 27 vertical-interest categories, including retail, business/finance, news/information, and careers.

The report found that while might be the most popular retail site among Canadian Web surfers, homegrown sites, and placed a respectable second, third and fifth in their class.

Similarly,,,, and took the top five spots in the business/finance category, reaching a total of 36.4% of all unique visitors.

Brent Bernie, president of Media Metrix Canada, says the new category breakdowns were added to allow sites to see where they stand against their direct competitors.

The report also evaluated for the first time the "stickiness" of various kinds of sites, ranking them by the average number of minutes visitors spent there. Auction sites led the pack at 19.9 minutes per person per day.

Bernie says additional features will be introduced in subsequent reports, including a French-language sample to be released in June and a workplace sample to be released in July.

Media Metrix, which opened shop last fall, has been criticized by a number of major Canadian Web site operators, including, for not taking into account French-language and workplace usage.

The Media Metrix report, based on data collected in March, derived its information from a panel of just under 5,000 home Internet users.

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.

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.