Patti Summerfield

Contact Patti by sending an email to psummerfield@brunico.com

Articles by Patti Summerfield
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Media Director of the Year – Chris O’Hara

Chris O’Hara, media director, Sharpe Blackmore Euro RSCG

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Gold – ZenithOptimedia

Gold – ZenithOptimedia

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Silver – MediaCom Canada – MBS/TMC

Silver – MediaCom Canada – MBS/TMC

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Bronze – M2 Universal

Bronze – M2 Universal

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Honourable mention – Mediaedge:cia

Honourable mention – Mediaedge:cia

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Tracey Lavender – ZenithOptimedia

New face. Same agency.

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Media Experts: the first 25 years

A few remarkable achievements are evident when you peruse the details of Media Experts’ first 25 years in business. The first is that a company starting up in Montreal with nothing but the naïve exuberance of youth has grown to be Canada’s largest independent media management company. The second is the loyalty of both its clients and its staff, some of which have been with Media Experts since the early years.

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This is media

Today you can pretty much classify anything that conveys a brand message under the broad heading of media. The industry has moved light years beyond the notion of media-neutral planning into a slightly topsy-turvy world where many media executions don’t involve media buys or even media agencies. On the other hand, some of the most creative campaigns are coming out of media agencies sans creative agency support.

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Canadian Tourism taps peer-to-peer media scene

The CTC’s national summer PR and guerrilla marketing campaign, created by DDB Canada, asks Canadians to help sell holidaying in Canada to their fellow countrymen.

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Virgin does happy with freezie-cart-as-media road trip

A J.D. Power survey recently found Virgin Mobile to have the most satisfied customers, so Virgin hit the streets to make them even happier.

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plan B: Humour + user-generated content

Although contraceptive ‘accidents’ are no joke, Taxi Montreal and Media Experts combined cheeky humour and street teams to increase brand awareness, entertain and educate women aged 20 to 29 about plan B, the emergency contraceptive also known as the morning-after pill. The result is ‘Share Your Oops,’ a national summer program created for Montreal-based Paladin Labs that entails guerrilla marketing, event sponsorship, campus and resto bar efforts, interactive OOH, digital and magazine. As the name suggests, it also invites consumers to share their personal stories.

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Cross-country checkup

Toronto

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Intro

This is the final instalment of strategy’s two-part look at the people who are getting noticed at Canada’s media agencies. Today’s top media execs identified the profiled up-and-comers at their shops for their combination of sound strategic thinking, connection insight and the passion to lead change in a traditionally risk-averse environment.

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Michael So, media planner, Mediaedge:cia – Platinum online effort for Robax

Claim to fame

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Jelena Cosic, online account assistant, ZenithOptimedia – Innovative online gets phone ringing

Claim to fame