Carey Toane

Contact Carey by sending an email to ctoane@brunico.com

Articles by Carey Toane
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Virgin brings triple threat

As Virgin’s only brand in Canada, Virgin Mobile is responsible for bringing its parent company’s Pro Social strategy to life here. Under the umbrella of the employee charity Virgin Unite and with a focus on the environment, youth in need and the ‘big three’ preventable worldwide diseases – HIV/AIDS, malaria and tuberculosis – Virgin Mobile’s Pro Social purpose is to drive its charitable movement in Canada and inspire grassroots change.

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Judges

Judges

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LCBO serves up eco-packaging innovations

The Liquor Control Board of Ontario (LCBO) is launching its first

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H&R Block schools students on taxes

Calgary-based H&R Block Canada is trying to change taxes’ bad rap with the Calculatron, a Facebook application aimed at college, university and

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LG Canada: Global stylesetters

Life has been good for LG Canada lately. In Q3 of last year, seven years after arriving in Canada, brand awareness for the South Korean manufacturer of glossy red steam washers, sleek HD LCD televisions, condo-friendly fridges and status-symbol cellphones jumped to 40% from 27% the year before. This jump (compared to three points in the U.S.) can be largely attributed to new president and CEO William Cho, who immediately set about shifting the subsidiary’s focus from manufacturing and sales to marketing after he joined in January 2006.

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FCUK spins local cds

French Connection U.K. is getting into the local Canadian music scene with a pilot project in Toronto stores. The Canadian subsidiary gets 100% of its advertising from its U.K. headquarters, so giving four Toronto bands regular airplay in stores was a way to give the British brand a local spin.

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Big plans for Big Rock – Jim Button

When Jim Button heard that the Juno Awards were coming to Calgary this year, he knew he had a call to make. As the new VP marketing for Calgary-based Big Rock Brewery, Button takes pride in owning the local arts and entertainment sponsorship market in a category that tends to partner up with sporting and other big-ticket events.

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A winning mix

With a focus on creating the ultimate consumer experience, innovative retailer LCBO topped up its performance in 2007. Thank Nancy Cardinal

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Four-star takeout

Chef and restaurateur Mark McEwan wants to get into your kitchen. The culinary drive behind Toronto restaurants North 44, Bymark and the recently opened One, plus a catering business – as well as the host of the Food Network’s The Heat – McEwan is breaking into retail, selling his own line of gourmet take-home meals in a specialty grocery store.

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Potatoes on parade

Who knew potatoes loved Brits as much as Brits loved potatoes? McCain Food (GB) and Aardman Animations, that’s who. McCain’s U.K. unit has teamed up with the Bristol-based creators of Wallace and Gromit to put stop-motion animated versions of its ‘specially selected potatoes’ on viral parade.

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Danone hits the cold streets

Danone Canada declared war on colds this winter to promote its DanActive probiotic drink, currently only available in Quebec. Its primary weapon: 268,000 samples distributed at the start of the cold season.

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Shaking up Stratford

Just before the curtain goes up on the 2008 season, Stratford, Ont.’s iconic performing arts event has a new look to go with its new name: the Stratford Shakespeare Festival. A full-scale print, radio and interactive campaign pushing the individual plays starts this month.

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Play with your ads

Scary Girl got some new siblings for Christmas. MTV Canada has successfully monetized its advertising, bringing three of its popular animated Fauna characters to life as collectible toys. Devised by toy designer Nathan Jurevicius of Scary Girl fame, the characters were originally conceived for a series of MTV Canada station IDs that launched in August. The characters pulled in so many emails and calls that MTV ultimately tapped into the current trend of high-end, limited-edition toys, releasing 500 Fauna for sale in December.

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Student, recruit thyself

A website that started out as an undergrad recruitment campaign for the University of Manitoba has taken on a life of its own. Since mid-October, 16 U of M students and alumni have been sharing their experiences through individual blogs at itsmyfuture.ca, as part of a program designed to ‘paint an honest picture’ of life at one of Winnipeg’s two universities. And while the OOH, transit, print and radio advertising driving traffic to the site wrapped at the end of November, the blogs will continue through the school year.

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Summer school is in

Looking to sharpen your skills? The Ontario College of Art and Design is accepting applications for the country’s first advertising master’s degree program, led by a who’s-who of local talent including Ogilvy’s Janet Kestin and Nancy Vonk, Zig’s Elspeth Lynn and The One Club CEO Mary Warlick.