Lucy Saddleton

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Articles by Lucy Saddleton

Mining, CARPing, dissecting and playing soccer

Campaign deconstructs Canuck icons


Tweens in the niches

‘Tweens are not a homogenous group. It’s not a label.’
While most marketers would agree with this message from Michele Erskine, director of research and managing partner at Toronto-based research and media firm Youth Culture Group, many fail to acknowledge that the lucrative eight- to 14-year-old group can sometimes be better reached through niche lifestyle or special-interest magazines than through tween-targeted publications.


The Shows – CBC

Jonathan Cross’s Canada


The Shows – Global

Cirque du Soleil


Ogilvy puts the snack back into pickles

Pickles may not be the first thing to spring to mind when you open the fridge in search of a light snack, but Toronto-based Ogilvy & Mather is trying to change that with a new campaign to promote pickles as a healthier alternative.


How would you market private-label brands within a retail environment?

While some retailers such as Minneapolis-based discount giant Target thrive on a diet of 80% private brands, others seem to be overwhelmed by too many indistinguishable and unrecognizable names. Target’s New York-based rival, Kmart, which has long promoted its private-label portfolio, filed for bankruptcy in January after fighting a losing battle against Target and global retail leader Wal-Mart.


Interactive pics empower marketers

This month, Mississauga, Ont.-based Hewlett-Packard will be introducing a new online feature enabling browsers to study a photographic-quality 3-D interactive image of its latest product.


Innovation lures consumers to cosmetics counter

A regular lipstick or a simple face powder just doesn’t cut it anymore. As women demand more mileage from their cosmetics, manufacturers are ploughing more money into research and offering innovative features to make their products stand out on the cluttered cosmetics counter.
Whether it is a lipstick that lasts all day, miracle curling mascara, or a Hershey’s flavoured lip gloss, products with added selling-value are becoming the new norm.
And for some companies the lucrative teen demo is the target of many of these new ideas. Research by Vancouver-based teen-targeted cosmetics company Caboodles, found that the average disposable income of a Canadian teen girl is $120 per week, 25% of which is spent on cosmetics. No wonder many marketers are ‘aging down’ their marketing efforts.


Ad plays on female shoe fetish

For some women, a new pair of shoes is as essential as fresh air. This well-documented female fetish for footwear became the insight behind a humorous campaign to promote the Calgary retailer, Arnold Churgin Shoes.


The staffing solution

Ask a brand marketer about her staffing problem and you’ll likely hear ‘What problem?’ – ask an agency president, and you may witness an visible shudder.
Given the relative similarity in skill sets demanded by the two professions, at first glance it’s difficult to say how giants like Unilever and Procter & Gamble manage to find qualified candidates to fill hundreds of new positions a year while agencies bemoan the dearth of new talent. But a closer look reveals that each side reaps what it sows – suggesting that when it comes to attracting and training marketing professionals, agencies could stand to learn a thing or two from their client-side counterparts.


Marketers refine male beauty strategy

Face scrubs, moisturizers and cleansing products have long been regarded as a female domain but that philosophy is rapidly changing. As today’s newsstands bulge with men’s lifestyle magazines, male grooming is becoming more sociably acceptable, leading marketers to develop new strategies for targeting the male demo with new product lines.


Extending the high

Premium programs are like the crack cocaine of marketing. Offer a high-quality gift and sales shoot up, but as soon as the program ends, the buzz is gone, and sales slump.
Many marketers are increasingly looking for ways to get off the hamster wheel and use premiums and incentives in a way that increases customer loyalty and bolsters the image of a brand. Short-term gift-with-purchase programs are being jilted in favour of long-term loyalty initiatives.


‘I see it, I like it, and I buy it’

At first glance it looks like any ordinary house. But should you ever venture into the Aurora, Ont. home of direct marketer Greg Fitz, you’ll find yourself overwhelmed by tens of thousands of collectables.


Radio: The neglected teen medium

With radio reaching more than 90% of all teens on a weekly basis, according to the Radio Marketing Bureau of Canada, it is surprising that marketers don’t make more of this medium to target the lucrative teen demo.


How would you revive a flagging fashion brand?

Puma is one brand that has successfully turned its image around in recent years. After losing US$32 million on sales of just US$190 million in 1993, the German sportswear maker picked up its image to achieve US$36 million earnings on revenue that reached US$540 million in 2001. By combining serious sportswear with high fashion, the brand has risen from the doldrums to be among the fashion greats. And if analysts’ predictions are accurate, Puma’s sales will almost double by 2005.