Mary Dickie

Contact Mary by sending an email to mdickie@brunico.com

Articles by Mary Dickie
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Christina Yu

Christina Yu got her first gig in a creative department in 1999, and made CD a mere six years later. She began her career art-directing campaigns for clients like Frito-Lay, FedEx and Flow 93.5 (remember the hip-hop ad that featured a hand subtly giving the finger?) at Taxi and BBDO before joining Lowe Roche in 2005 as creative director at only 28. She has won more than 100 awards, and her work was shortlisted for two Cyber Lions and a Titanium Lion at Cannes this year. As well, she has been instrumental in exploring new ways to connect with consumers, like social networks, digital media and CRM.

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Ersilia Serafini

In 2001, Ersilia Serafini took her degree in biology and environmental science to the Clean Air Foundation (cleanairfoundation.org) – a not-for-profit which creates programs that achieve emission reductions – and became its executive director in 2004. Since then Serafini has been instrumental in partnering with governments, NGOs and companies including GM, London Hydro, Future Shop, GE and Honeywell to give corporate partners branded programs that engage the public, and good ROI to boot.

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Laurie Simmonds

Laurie Simmonds worked in various roles at Toronto’s Key Publishers for 13 years before Key asked her to spearhead its green publishing efforts in 1997. In 2005, under Key’s umbrella, Simmonds established Green Living Enterprises, now a many-armed entity involved in book and magazine publishing, corporate consulting, brand promotion, event management, sponsorships and fundraising. GLE’s projects include Canada’s highest-circulation magazine, Home Depot’s Eco Options, the Planet in Focus film festival, the Green Living Show and the Green Toronto Awards, as well as campaigns on behalf of the World Wildlife Fund and the Forest Stewardship Council.

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Jeremy Gayton

Jeremy Gayton entered the advertising business in 1996 at Grey Worldwide, where he worked as an account executive for clients like Unilever, P&G and 3M. In 2002 he joined Taxi to run the Telus business. He was eventually promoted to director of client services, and during his two-year run the account group grew from 15 to 42 people.

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Tracy Fellows

Tracy Fellows has amassed 18 years of building brand awareness for the likes of Gillette, Kraft, Revlon and Sobeys. Last year, as VP, consumer advertising and marketing at Canadian Tire, Fellows was responsible for scrapping the retailer’s sagging, seven-year-old ‘Ted and Gloria’ campaign and launching the ‘Aisle Signs’ series.

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Ian MacKellar

Ian MacKellar began his career in 1991, and worked as a copywriter or creative director on accounts like Bell Mobility, Ikea and Panasonic at Cossette and Geoffrey Roche and Partners before joining BBDO nine years ago. There, he’s developed clever and successful efforts for FedEx (the award-winning ‘Chameleon’), Campbell’s (the ‘I Hate’ ads) and Chrysler. But his work for Pepsi is what really stands out – particularly the award-winning Diet Pepsi ‘Forever Young’ campaign, which featured thirtysomethings longing for their youth, then realizing that drinking Diet Pepsi is all they really need to do to recapture it.

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Warren Spires

Warren Spires entered the marketing arena on the CPG side in 1990, as consumer promotions supervisor for P&G in Spain, and later moved to Toronto, where he switched to the agency side to work at Generator Ideaworks and BBDO as an account director for clients like Pepsi and Bell. In 2005 he joined the non-profit organization Right to Play (righttoplay.ca) – which uses sports to improve health, build life skills and foster peace in countries affected by war, poverty and disease – when it expanded into Canada.

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Canada’s marketing icons in the making

A year ago, we asked a blue-chip panel of industry leaders to tell us who they thought should be on strategy’s list of future marketing icons – the people with the kind of leadership skills, innovative ideas and drive that will help them stand out from the crowd and transform the industry.

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Intro

When strategy decided to introduce a new special report called Step Change, we wanted to celebrate companies or brands that are breaking the rules and redefining the marketplace for themselves – and, ultimately, for everybody else.

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Vancity: CSR as brand identity

Established in 1945, Vancity is Canada’s largest credit union, with 50 branches in the Vancouver-Victoria area, 340,000 members and $10.5 billion in assets. As a co-operative, social responsibility has always been part of Vancity’s DNA, as Sloan Dinning, director, brand and marketing communications, points out. And innovations like the Shared Success program (which returns 30% of bank profits back to members and the community), the EnviroVISA (5% of card profits go to an environmental fund chosen by cardholders), and the Circadian mutual funds (which not only invest in companies with progressive practices but also press companies to improve their CSR), make Vancity stand out from other financial institutions. But the company didn’t figure out how to capitalize on its innovations until Dinning and Vancity had a revelation, with the help of Jim Southcott, chief strategic officer for TBWAVancouver.

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Wal-mart: Small changes equal big results

If it’s hard for a bank to change direction and reputation, what are the chances for the ultimate big-box retailer? The behemoth that is Wal-Mart is trying to find out with a multi-pronged effort to reduce packaging waste and energy use, and bring more green products into its network.

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Rethink and the CAG: Is it art or advertising

As its name would imply, Vancouver’s Rethink agency doesn’t tend to follow rules. Its collaboration with the city’s Contemporary Art Gallery (CAG) even redraws the boundaries of what an agency can do for a client. Rethink has created work that is as much art as it is advertising, and succeeds on both levels.

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Sid Lee & Cirque: From marcom input to creative partner

Montreal’s Sid Lee is another agency that stretches the boundaries from advertising to product creation. The co. includes architects and designers to create environments for clients, and has a collective to showcase employee side projects like music and furniture design.

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Change is brewing

What if you’re at the helm of an organization that not only has very deep roots, as the

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The Eyebox2 is watching you

Be careful the next time you look at a billboard – it just might be looking back. Thanks to a new device called eyebox2 that tracks eye movements from as far as 10 metres away, advertisers may soon be able to measure how many people actually look at a billboard or plasma panel.