Patti Summerfield

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

Articles by Patti Summerfield
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Sabrina LaRosa, media supervisor, Mediaedge:cia – Touring the boundaries of media

Claim to fame

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Kim Haveman, group broadcast manager, Initiative Media – Team work – from the starting line – gets you the edge

Claim to fame

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Tracey Lavender, account executive, ZenithOptimedia – Extending kids’ fun – and your media buck

Claim to fame

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Jennifer Blenkhorn, media planner, MindShare – Canadian creativity – like bouncing baby – gets U.S. nod

Claim to fame

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Media’s best and brightest

This is the first instalment of strategy’s two-part look at the people who will be leading Canada’s media agencies in the future.

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Neil Cameron, media supervisor, ExceleratorMedia (MindShare)

Claims to fame?

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Catherine Soucy, account manager, ZenithOptimedia Montreal

Claim to fame

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Kevin Paterson, account director, Initiative Media

Claim to fame

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Simcha Snell, media supervisor, Genesis Media

Claim to fame

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David Langley, media buyer/planner, Genesis Media

Claim to fame

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Genesis Media: Rant and Rave – Hilroy Canada

Teens don’t look forward to back-to-school as much as parents and retailers do, so it’s a big deal when a school-supplies brand generates excitement within the student body. It’s an even bigger deal when the brand can do so nationally on a budget of less than $250,000.

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Mediaedge:cia: LG Chocolate launch – LG Electronics Canada

Chocolate and sex. Even scientists say they both fire up the same neurotransmitters in the brain. So when Mediaedge:cia was tasked with launching the new LG Chocolate mobile phone, you know what came to mind.

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OMD Canada: Txt in to Get Toasted – McDonald’s Canada

Talk about a virtual world! This campaign was built around sampling without actually giving out any product.

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PHD Canada: Candy-Coded Love Story – Kissables, Hershey Canada

As part of last year’s launch of Hershey’s Kissables, a candy-coated mini version of the ever-popular Kisses, PHD needed to reach 14- to 34-year-olds – a group that shares an obsession for music and celebrity news. The solution was a fun and unexpected integration of the Kissables icon into top programming on MuchMusic and Razer and on the homepage of MuchMusic.com.

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Media deconstructed: Connected

We chose ‘Connected’ as the theme of this year’s Best Plan exercise to reflect the importance of having the multiple touchpoints in today’s integrated media plans work together – effectively – and to complete the circle: get noticed, get the message through, and get results.