Media Director of the Year 2010: Sheri Metcalfe, VP, co-managing director, Jungle Media

It's been a year of firsts for the 14-year veteran of Cosette Media, culminating in a first-place finish.

It’s been a year of firsts for Sheri Metcalfe. A 14-year veteran with Cossette Media, she co-founded a new division earlier this year – Jungle Media, a stand-alone media buying and planning operation providing specialized services, such as the adaptation of global campaigns to the Canadian market.
The impetus behind the launch was a new client – Ikea – that Metcalfe played an instrumental role in attaining in a high-profile media pitch. Her work with the furniture giant has already generated buzz, specifically the “Capture the Page” campaign, which invited consumers to win a $10,000 Ikea gift card by “capturing” a page from the catalogue through OOH, online, print and social media.
Since then, Jungle has built a list of clients that shifted over from Cossette, including Cadbury (Kraft Canada), Nike Canada, Sony PlayStation, PMA Ltd (Distell – Two Oceans wine and Amarula liqueur), Virgin Gaming and Coca-Cola.
The Cadbury account, which Metcalfe helped Cossette win over a year ago, and which they retained despite the Kraft takeover, generated more firsts for the media maven. Caramilk’s “Keys to the Secret” promotion used 3D digital OOH synced with sound for the first time, and large keys placed on a Yonge-Dundas Square billboard location. And Trident Layers OOH executions featured wrapped subway benches (another first) and TSAs that dispensed the product.
During the Olympics, Metcalfe and her team made sure major sponsors Nike and Coca-Cola were front and centre, with a Nike video wall on Vancouver’s Robson Street, and Coke’s sponsorship of the Torch Run, for which they won an “Excellence in Execution” award from the Coca-Cola Company.
Metcalfe has also been a finalist at Cannes in the Media category several times for her work on the likes of Saturn/Saab and Nike (Cossette/Jungle have won four out of the eight Media Lions ever awarded to Canadian media agencies). She has also contributed to over 15 Media Innovation Awards this year, including two Golds and one Bronze.
This year, Metcalfe was elected chair of the board of directors for the Canadian Out-of-Home Measurement Bureau (COMB), was a judge for the Media Innovation Awards and was selected to join a PMB committee. 
“Sheri is one of those deeply committed media professionals who lives and breathes her job,” says Brett Marchand, president and COO of Cossette. “Her enthusiasm and creativity are reflected in her work and in the excitement she generates within her media team and client relationships.”