Carey Toane

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

Articles by Carey Toane
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Media Director of the Year: Bruce Neve

In the search for this year’s Media Director of the Year, no name came up more often than Bruce Neve’s. The new president of Mediaedge:cia was lauded as a highly creative and intelligent leader with an eye for nurturing relationships with suppliers and clients – as well as among his own staff.

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P&G’s innovation with a smile

To say it’s been a great year for Procter & Gamble would be an understatement. The consumer packaged goods giant bathed in the spotlight at Cannes in June, where it was named Advertiser of the Year largely for its move to more emotionally charged, entertaining advertising. From the Crest campaign by Saatchi & Saatchi New York, in which children are dazzled by the smile of the CAT operator about to level their playground, to the Tide to Go ‘Talking Stain,’ P&G has integrated its trademark product innovation with new, more human marketing communications.

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Design revolution

No longer restricted to elite showrooms and exclusive boutiques, design has been liberated by consumers who want ordinary products that look, feel and work better. From fast food to fine art, marketers are joining the march to incorporate design innovation into everything from product and packaging to retail – to tell deeper brand stories and set themselves apart from the pack.

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AGO: Art for everyone

What happens the revolution in mass-targeted design meets fine art?

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Adidas: An Original design

Adidas is lacing up some racy design concepts.

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Panago Pizza: Takeout for foodies

When the moon hits your eye like Panago’s pizza pie…

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Island Abbey Foods: Innovation is sweet

Honey for the masses, one drop at a time.

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Andrew Peller, winemaker: Wine with latitude

Bringing Ontario’s wine region to your aisles.

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Bacardi Canada: Cocktails by design

Revolutionizing the art of the sip.

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The New advertising

In advertising, the pursuit of the new is as elusive as it is compelling.
‘Sometimes it feels like every trick in the book has been done before,’ says Y&R Toronto CD Chris McGroarty. Marketers are constantly challenged to find new ways to connect – and recently this has meant breaking down traditional barriers to reach the consumer in a more fluid, authentic way. It’s not surprising that the result is often unique, and sometimes a little gonzo.
In the cover story, Kraft pokes fun at the old ad cliché – ‘New and improved!’ – with breakthrough results, while other brands eschew advertising altogether to meet their audiences in other contexts. What’s new, you ask? Read on.

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New: Diamonds are a square’s best friend

Stranger things have no doubt been auctioned on eBay, but this ranks high: On Apr. 26, one bidder out of 29 won what was described as ‘The Last of the Square Shreddies,’ for the bargain price of $36 U.S. (plus $5 shipping).

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Control: Ford gets human

Control: Ford gets human

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Control: Mini strips down

Another car company using the medium to drive home the message is Mini. Last fall its global brand management division approached Toronto’s Taxi2 to develop a microsite to communicate new, greener technologies in the new R56 in a simple way. Taxi boiled down a fat binder of technical jargon and came back with ‘Minimalism,’ a stripped-down site that lets the user control the length of the message, from zero to 60 seconds, on four topics. ‘In the spirit of using only what you need, like the car does, you can hear as long a message as you’d like,’ says Taxi2 creative director Lance Martin. Or as short.

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Entertain: Dove’s next act

Entertain: Dove’s next act

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Entertain: Vancouver Film School channels potential students

Vancouver Film School (VFS) director of marketing Stephen Webster is proud of the school’s YouTube channel – with 20,000 subscribers and nearly 18