What were they thinking?

This space is normally reserved for those who can actually write. However, sometimes the occasion calls for new blood. You have probably read some interesting, provocative and opinionated pieces (not to mention clever syntax) in this column recently. They belong to...

This space is normally reserved for those who can actually write. However, sometimes the occasion calls for new blood. You have probably read some interesting, provocative and opinionated pieces (not to mention clever syntax) in this column recently. They belong to the editorial director of Brunico publications, Mary Maddever. Mary has been interim editor of Strategy for the past seven months, and has put together a new editorial team (with the help of some internal poaching). We’re so pleased with what Mary has accomplished in such a short period of time, and she’s had so much fun doing it, that we’ve decided to announce her official appointment as editor of Strategy.

Some of you may know that Mary has been editor of Strategy’s sister publications, Playback and KidScreen, and is executive editor for all Brunico entertainment pubs, a hat which she will continue to wear. Mary’s strength is in developing innovative content and nurturing talent across the publications. She has brought on Duncan Hood to Strategy (from KidScreen) as our special reports editor, and assigned the news editorship to Peter Vamos (originally from Playback), as well as segueing Bernadette Johnson into the editor’s chair for Strategy Direct + Interactive. She’s developed new angles for special reports, new columns such as Promo Files and What Were They Thinking?, and features such as ‘Beer Wars’ and ‘Car Wars’ – to name a few.

Mary’s ambitious plans for Strategy don’t stop here. She’s a team player and a powerhouse of great ideas in print and otherwise. Please join me in congratulating and welcoming Mary officially into the crazy world of marketing!

Nicole London

Strategy publisher

Gosh, I’m blushing. I’m also wondering what ‘otherwise’ in the paragraph above refers to. Possibly my occasional – and well received – suggestion that beverages are in order after an issue wraps.

Seriously, I’m delighted to be working with Nic and the rest of the Strategy crew. Coming over to the Canadian marketing pub from covering the international kids entertainment scene has not been as big a change as I had anticipated. There are constants, such as toys (see our Premiums and Incentives report in the second section) and spats (newspapers instead of studios – also in the second section), and refreshingly, a lot of new ground to cover (there wasn’t much in the way of urinal marketing in KidScreen).

As there are generally fewer rules involved in the marketing world than in the kids biz (except with tobacco, where there are more – see page 8), there’s more scope for marketers to tweak the playbook and increased impetus to do so, and the game constantly grows more sophisticated and complex. This issue our intrepid media reporter Sandy Brown looks at some of those insidiously clever new TV opps for advertisers (see page 10).

My personal favourite new ad vehicle is E-caps-hubcap advertising. Only on L.A. taxis, for now (who has ever seen a cab in L.A.?), but coming soon to a wheel near you courtesy of their Winnipeg manufacturer, E-Caps North America. As to our little contest last issue, the preferred outdoor ad vehicle seemed to be the johnny-on-the spot, and the suggested pairings are tied for rudeness (to protect brand innocence, no products will be named).

The new Scooby gang also includes senior writer Lisa D’Innocenzo and copy chief Heather White. The new features and reports are a collaborative effort of the editorial team, and credit for the look goes to our long-suffering graphic designer Lindsey Wise and production associate Paula Costello, who regularly manage minor miracles such as making all the words fit AND the pictures bigger.

Many of the additions and changes made over the last six months were inspired by reader feedback. As we develop Strategy further, we want to continue to hear from you.

What would you like to see?

cheers, mm

Mary Maddever, editor

mmaddever@brunico.com