Patti Summerfield

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

Articles by Patti Summerfield
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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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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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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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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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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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PHD Canada: Unilever Canada, Dove Cool Moisture – A Cool, Green & Refreshing Clean

Kudos to PHD Canada for turning the tried and true into a cool new medium. Last April, as part of the launch of Dove Cool Moisture Bodywash, the brand’s ‘Fresh Starts’ message piqued consumers’ interest when 540,000 copies of the Metro free daily paper were transformed by cool green newsprint. Sachet samples of Cool Moisture Bodywash were attached to a flex-banner on the cover and a pop-up double-page spread highlighted brand messaging along with a contest and coupon. The cool green editions of Metro hit morning commuters in Toronto, Montreal, Ottawa and Vancouver.

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Starcom Worldwide: Keep Walking – Johnnie Walker, Diageo

After an advertising hiatus of six years, Black is back – Johnnie Walker Black Label that is. So is Johnnie Walker Red Label for that matter – thanks in part to an integrated campaign where any division between brand concept and media plan is virtually indiscernible. The brand’s Striding Man icon is seen stepping confidently across the printed page, computer screens, and through inventive and destination-unique use of OOH.

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Carat Canada: Simplicity Lounge Campaign, Philips Canada

This highly-targeted, experiential campaign evolved from the idea of creating a calm oasis in one of the busiest, most stressful environments – Toronto’s Pearson International Airport. As the lounge concept developed, multiple layers of communication reinforcing Philips ‘simplicity’ positioning were added, and the result was a cohesive, integrated effort that hit the bull’s-eye.

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PHD Canada and Capital C: Hairapy – Sunsilk, Unilever Canada

The Hairapy campaign surely splits from the hackneyed hair care formula. The brand knows its audience intimately, and speaks to her in a sassy and consistent way across all platforms. The Sunsilk launch last June was one of the biggest ever for Unilever and showcases the importance of creative and media working together seamlessly – a feat in itself.

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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.

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Pass it on: Canada’s WOM ROI earns its own budget line

People always have and always will talk about companies and brands. What has changed is how marketers can influence these conversations and better measure their impact.

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Roll ‘em: Online video ads are de rigueur for the new year

Online search advertising is so last year. And while the online space changes as mercurially as the weather, pundits are predicting that streaming online video will be the hot ad placement opportunity for 2007.

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The Dominator: DDB wins Silver

In the nine years since Palmer Jarvis, then a small but creative powerhouse, merged with brawny international network, DDB Worldwide, it has managed to do what many thought impossible – successfully integrate two diverse agency cultures while maintaining, if not improving, its creative game.