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

Zulu grows its team and makes a slate of promotions

A director of interactive production for Zulubot is among dozens of new faces and roles at the agency, in response to recent wins.
Zulu Alpha Kilo_New Zuligans

Toronto indie shop Zulu Alpha Kilo had made several new hires and promotions on the heels of new business and also organic growth from existing clients.

Zulu could not officially announce the account wins at this time.

However, it can report that Ece Inan, most recently at Toronto design and tech shop Array of Stars, has been named the agency’s new director of interactive production for Zulubot, the agency’s production arm. In the new role, Inan will lead AR, VR, voice and other digital innovation projects.

Also on the production side, James Graham, who has spent the last 17 years with Grip, has joined the agency as its studio director.

Zulu has also made numerous additions on the client services side, led by Michael Brathwaite, also from Grip, as account director.

It’s also announced a spate of new account supervisors, including Hayley Blackmore (from G Adventures), Risa Kastelic (from BT/A), Kara Oddi (also from BT/A), Emily Anzarouth (also from Grip), Chris Rosario (from FCB/Six) and Sarah Shiff (from Rethink).

In addition to the new hires (pictured above), the agency has also announced several promotions: Alyssa Guttman moves from account director to group account director, while Nina Bhayana, Michelle Fournier, Jenn Gaidola-Sobral and Erin McManus have all been promoted to account director, and Haley Holm to account supervisor. On the strategy team, strategists Carly Miller and Spencer MacEachern have both been promoted to strategy director, while Shaunagh Farrelly, who has been with Zulu for two years in a client service role, moves into a new role as a digital strategist.

In December, the shop also announced that Stephanie Yung would be returning to the agency after a stint in New York as its head of design. Recent wins the agency has been able to announce including work as AOR for the Ottawa Senators, as well as a new arrangement with existing client Consonant Skincare, setting up an in-house team to support growth after taking an equity stake in the company.

Zulu president Mike Sutton says it’s wonderful, in a new year, to welcome new faces and energy to the team and says the agency is fortunate to have had so many people across the agency step up to support its clients.

“Simply put, they were rock stars, and the promotions are very well deserved,” Sutton says.