Patti Summerfield

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

Articles by Patti Summerfield
News

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.

News

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.

News

Gold: ZenithOptimedia

Agency head: Sunni Boot, president/CEO

News

Bronze: MBS/The Media Company

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

News

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.

News

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.

News

Navigating the niche nets

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

News

Regional roundup

TORONTO

News

Getting to engagement

If you want to figure out the best medium to engage your target, try scanning images of their brain. Neuroscience is just one of the emerging methods being utilized by media agencies to help marketers get to engagement. But that’s just one side of the equation; truly getting there calls for a deft creative hand too. In other words, there’s an art and a science to it.

News

Upside down – Q’s with…Maurice Lévy, chairman and CEO, Publicis Groupe SA, Paris

The medium before the message – that’s what agencies must tackle if they plan to connect with the consumer, says Maurice Lévy, who joined Publicis 35 years ago and has since led it to become the fourth largest communications group and the second largest media group in the world.

News

The great outdoor

At a busy intersection in downtown Montreal this past holiday season, passersby were confronted by a dazzling Christmas tree. What really made the scene shine, though, was the fact that they were able to change the colour of the lights that glittered on the ubiquitous seasonal symbol. A large video board, adjacent to the tree, invited viewers to do so, by sending a text message from their cellphones.

News

Q’s with…Rishad Tobaccowala, CEO Denuo/CIO Publicis Media Group, New York

Media guru Rishad Tobaccowala is not only the chief innovation officer of Publicis Media Group (PMG), which oversees global networks like Starcom MediaVest and ZenithOptimedia. He’s also the CEO of Denuo, PMG’s future practice which strives to anticipate and respond to trends in digital, interactive, and evolving traditional disciplines.

News

Reviving Radio

Jean-Marie Heimrath was in the shower when it struck him.

News

Broadband’s a hit

TV and the Web are hooking up like a couple of co-eds at a campus party and broadband technology is playing the starring role as a bottle of Jägermeister. Meanwhile, with-it marketers who are getting in on the action with creative designed for broadband find it can help them score with those they court.

News

Signs, signs, everywhere (digital) signs

Clearly, digital signage, both with and without sound, is the vehicle getting the most attention from advertisers right now. There are a number of independent networks up and running and in demand.