Direct supplement to beef up interactive coverage

Inserted in this issue of Strategy, you'll find our regular monthly supplement that focuses on the world of direct response marketing. This time out, however, there's something a little different about the publication. Most notably that its name has been changed...

Inserted in this issue of Strategy, you’ll find our regular monthly supplement that focuses on the world of direct response marketing. This time out, however, there’s something a little different about the publication. Most notably that its name has been changed to Strategy Direct + Interactive, from Strategy DirectResponse.

The rationale for this change is simple: The world of direct response marketing is going through a revolutionary period of transformation and maturation. And, it’s all thanks to the Internet. While anyone who earns his or her living anywhere within the media and marketing business can truthfully claim that the Internet has had a profound impact on their daily lives, no one can say it with more veracity than a direct response marketer.

From outbound e-mail solicitations to Web-enabled customer care centres to customized Web URL response devices, the Internet has added new layers of complexity to what was already a technology-charged area of the marketing business. The upside, of course, is that those marketing professionals who are able to keep themselves at the leading edge of the technology wave will be enviably well-positioned to be celebrated as the brains behind tomorrow’s marketing success stories.

In the coming months, Strategy Direct + Interactive will endeavour to present readers with extensive editorial coverage of many of the most important developments in the interactive marketing industry. And, while it will always be our mandate to focus primarily on the work being done by Canadian marketers, we will also try to provide our readers with a broader perspective on the industry at large.

Does all this mean that we will no longer pay attention to innovative work being done in the more traditional areas of direct response marketing, such as direct mail, DRTV and telemarketing? No, not at all. We will still be on the look out for significant and compelling direct response marketing stories to cover in Strategy Direct + Interactive. We’re simply broadening our horizons.

Meanwhile, the main section of Strategy will continue to explore all the areas of the marketing business that it always has. When it comes to issues related specifically to interactive marketing, our decisions regarding editorial placement will obviously be determined by the nature the story. The guiding principle will always be whether our coverage is properly serving our readers by exposing the whole range of marketing possibilities available to them.

David Bosworth

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.