(Left to right: Juliana Miranda and Jason Anderson)
Ex-Cadillac Fairview colleagues unveil advisory and fractional marketing firm
Pinecone & Co., the brainchild of two ex-senior Cadillac Fairview (CF) marketers, has made its launch official.
Founded by Jason Anderson, former SVP of brand and marketing at CF, with consultant Juliana Miranda, who previously served as a CF senior director of brand, Pinecone provides advisory and fractional marketing services.
The twosome bring decades of leadership experience. Anderson also formerly served as Microsoft’s VP of retail sales and marketing and Miranda previously held the title of director of marketing, CRM and client development at Tiffany’s.
Anderson tells strategy that he and Miranda worked for and with retailers through Xbox, Windows, Bell Canada and Cadillac Fairview and Tiffany & Co., Holt Renfrew, and Selfridges.
“This understanding of the retail sector, combined with our decades of experience inside iconic brands, for which many aspire to be a part, and the ability for our clients to tap into this on a fractional basis creates a unique offering,” Anderson says.
According to Anderson, at CF he and Miranda focused on amplifying experience with marketing fundamentals.
“We believe in an experience-led brand, where customers, clients, and even your own people will choose you more often if you focus on what matters most to them and deliver it consistently through meaningful experiences,” he says.
Dear Friend formalizes U.S. partnership
Production studio Dear Friend is making moves again nearly a year after it opened up a new office in Toronto.
Garth Collins, Dear Friend’s partner and managing director, pictured above, tells strategy that the studio has lined up a new strategic partnership with New York-based Easy Mondays, a production company focusing on historically underrepresented directors in commercials and content. He says the collaboration is “designed to streamline production between Canada and the U.S.”
“We can now move talent, resources and clients seamlessly between markets,” Collins said via email.
Last fall, Dear Friend opened a Toronto office, which allowed it to more than double its national output, with roughly “90% of work produced out of Toronto,” according to Collins.
“Toronto’s been a catalyst,” he says. “It’s allowed us to work closer with agencies who’ve all been pushing for fresh, craft driven filmmaking that comes in at budget and still has that layer of polish.”
According to Collins, recent collaborations with Diamond, The & Partnership and Anomaly reflect its growing reputation for “balancing creative ambition with production discipline.”
