Patti Summerfield

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

Articles by Patti Summerfield
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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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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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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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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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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.

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Everyone wants their 15 megs of fame

It’s a force to be reckoned with – and it’s either a marketer’s worst nightmare or their new best buddy. Whether it’s called consumer-generated media (CGM) or user-generated content (UGC), it means the customer is no longer simply king, she is the publisher and broadcaster who controls the future of your brand and the judge and jury who delivers the verdict.

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Gold: ZenithOptimedia

Agency head: Sunni Boot, president/CEO

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Silver: MindShare

The folks at MindShare can be forgiven for experiencing a bit of déjà vu. For a second year the UK HQ’d agency, which set up shop here only six years ago, has earned silver ranking in our competition.

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Bronze: MBS/The Media Company

Agency heads: David Campbell, president/CEO, MBS; and Doug Checkeris, president/CEO, The Media Company

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Rising Young Media Stars

This is the final instalment of our two-part exploration of the next wave of media talent. Media pundits have been adamant that to succeed in the new mediaverse, agencies require new ways of thinking. Curious as to who these new thinkers were, and what they were thinking, strategy canvassed the industry, asking media shops to single out their top innovative and strategic recruits.

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Rising Young Media Stars

In his recent book Erase Everything and Start Over!, Pierre Delagrave, president of Cossette Media, and vice-chairman of the new global independent media services company Columbus Media International (see page 62), stated that the revolution we’ve experienced so far in the introduction of new media and technologies is only the first wave. Wireless Internet is second and will soon be part of daily life. To fully deal with this, he says both clients and agencies should have early adopters on staff. Media shops are already on it, staffing up with an exceptional calibre of innovative and strategic young people, so strategy asked media directors to identify some of their rising young stars, and here’s their take on the mediaverse.

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Regional roundup

TORONTO

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Navigating the niche nets

Source for average-minute-audience (AMA): Nielsen Media Research Aug 29/05-May 28/06, 6a-6a