Carey Toane

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

Articles by Carey Toane
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Brands: The art and science of clienteling

If a brand is the sum of all conversations about it, then traditional push advertising is akin to standing in Starbucks with a megaphone. Some of today’s hottest brands are instead choosing personal interactions with their consumers – witness fashion retailer Aritzia’s handwritten notes from sales staff to their high-value customers, or bicycle manufacturer Cervélo’s cycling tours with pro athletes and preference for documentaries over product-centred ads. It’s a surefire way to turn consumers into fans – and it’s getting the Canadian brands seen on the international stage.

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Introduction: Taking risks

Risk. For the agencies that restructure from top to bottom to reflect the radical shifts in marcom effectiveness and for the brands that leap over the messaging moat to mingle with their consumers, it can sometimes bring reward.

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Agency: The new campaign managers

The post-digital revolution can be understood in one word: Obama. The Titanium and Integrated Grand Prix that ‘Obama for America’ took home from Cannes this year only reinforced what consumers already knew: brands are not in control of their images in this 24/7 court of popular opinion, they are running for election.

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Listening: The new metric

A conversation is a two-way communication, and listening Big Brother-style is just the first step. Early adopter brands that started the social media marketing trend nearly two years ago are now moving on to engagement or ‘active listening.’

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Audience: Everybody’s getting in on the game

In a 24/7 world, breaking through the clutter means engaging your audience dynamically through some form of cloud-based marketing, adding bells and whistles such as augmented reality and even venturing out into the real world – or some fictional version thereof, such as via the ultimate engagement weapon, the alternate reality game.

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Introduction: Trying times

The networks followed the consumers’ example and exercised caution in spending this year, preferring to invest in proven properties (hello, Leno) and spit-and-polish refreshes for specialties with broadening appeal – or, in the case of the CBC, decided to forgo the fall upfront tradition altogether. Marketers, meanwhile, are learning to love the accessibility of home-grown reality programs and getting in on brand integration opportunities from the get-go.

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Cannes ’09: Shreddies, hosers and zombies

Canada pulled home 14 medals this year from the Olympics of ad awards. Canuck agencies nabbed two Golds, three Silvers and eight Bronzes – plus a Young Lions Silver.

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CTC sells stay-cations

Did you know that there are sand dunes in Saskatchewan? Gisele Danis, executive director, strategic initiatives, Canada program at the Canadian Tourism Commission knows.

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James Ready shares the radio waves

When the minimum price of beer was hiked to more than a dollar by the LCBO last year, it was no longer possible to ‘keep this beer a buck,’ the platform James Ready had run on since 2007. After the success of last year’s ‘Share Our Billboard’ campaign, which put drinkers’ images and messages up on JR billboards in their hometowns across Ontario (and received two golds at the International Andy Awards and Best of Show at the Obies), JR brand manager Chris Waldock and his team, along with agency Leo Burnett, decided to extend the fun to the radio waves.

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Outdoor

JAMES READY: LEO B BREWS CO-OP BEERBOARDS

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Cyber

GO! GO! BREAK STEADY: TAXI VANCOUVER’S BRAINTWISTER

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Integrated

BC DAIRY: DDB’S DIY TEEN MILK CRED

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Titanium

DORITOS: GURU GIVES 1% OF CHIP SALES

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Randoms

NOT YOUR TYPICAL CITY ESCAPE

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Coke turns green for 2010 Olympics

As part of its Olympic sustainability program, Coca-Cola Canada is offering Canadians the chance to carry the Olympic torch.