Patti Summerfield

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

Articles by Patti Summerfield
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Ikea: the making of a TV star

It’s not enough that Ikea has revolutionized the retail industry through its showroom approach and quirky ad creative. Now that others have caught on to those tricks, it’s moving into content production via Space For Living, a new weekly television series set to debut on HGTV in April. And guess what? Unlike other innovative tactics honed by the Swedish retailer to wow shoppers, this one came from Ikea Canada.

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Behavioural studies

Behaviourial targeting is the flavour du jour, the latest research and planning approach to displace lifestage, psychographics, econometrics, and the now moribund demographics as the magic bullet in the fight for competitive edge.

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Going metrics

The infamous ‘half of the money I spend on advertising is wasted’ quote has been haunting the ad industry for about 80 years, but now a Canadian media management agency believes it finally has the answer to this worrisome riddle. The answer says Mark Sherman, president of Montreal-based Media Experts, is: ‘The half that doesn’t work is the half of audience that’s not there.’

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Heard any good ads lately?

The alarm sounds each morning with the tunes or talk of a favourite radio station and the latest news, sports, weather, and driving conditions are companions on the daily commute. Throughout the day in elevators, offices, and even on hold, radio is omnipresent.

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ITV advertising on demand

Media Experts has seen the future of TV advertising – and it is interactive, on-demand, and called etc.tv.

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Magazine moxy

The end of a long, hectic day is the time to make the world go away, sink into a cozy chair and escape into the familiar, satisfying pages of a favourite magazine. In a world with too many ad messages, too many media choices, and too little time, advertisers are hoping to reach target audiences at moments just like this one, when people are comfortable,

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Beyond the 30-second spot

Like the conditioned reflexes of Pavlov’s dog, long pods of 30-second spots have trained

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Casting for a better Net

A shift from media planning to channel planning has caused some marketers to cut advertising for conventional TV. But where are they putting the cash?

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Media innovator Peter Swain departs MBS

Media buying pioneer shares his past successes – and offers advice for the future – as he steps down from the company he built

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Waiting for CHUM

Regional buyers wait for CHUM to spruce up A-Channels as Radio-Canada makes a play for Montreal

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Fall spend forecast

The perennial top spenders are government, automotive, and food, but lately entertainment, technology/telecom, and healthcare/pharmaceutical advertisers have joined the ranks. With multinationals like Procter & Gamble looking to redistribute media spending and cut back on TV, these newcomers will become more and more important to broadcasters as traditional categories finetune their media mix. Still, don’t look for new categories to jump into conventional this season. You will, however, see some trying specialty TV for the first time.

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‘No sex please, we’re American’

The flap about Janet Jackson’s Super Bowl wardrobe malfunction and the full-frontal attack on broadcast indecency it spawned is a clear illustration of how divergent attitudes and values are north and south of the border. These differences were top-of-mind for Canadian television programmers during the recent L.A. shopathon.

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Canucks prefer amateur athlete sponsors

Official Olympic sponsors come second, but they’re still most closely linked to Canada’s Olympic team

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Canada likely to follow U.S. PVR measurement guidelines

BBM has already adopted seven-day cutoff for time-shifted viewing

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Interview with…international media guru Jack Myers

From mass to targeted: digital relationships and TV