Patti Summerfield

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

Articles by Patti Summerfield
News

State of Specialty: queen of non-appointment TV

Study shows 45% of Canadians watching more specialty; cited as first stop when viewers don’t know what to watch

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PMB re-weighting sets off high-income explosion

Buyers beware: Magazine readership jumps against $100,000-plus households may not be what they seem

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Market Meter

A cross-country compendium of media-buying activity levels

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Agency execs now less trusted than lawyers

Almost 40% of Canadians say trust in agencies has decreased due to scandal

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Exposed: thirty seconds with a marketing maven – Monique Raymond

Milk is one of those ubiquitous food products that’s so much a part of life that innovation isn’t something that most consumers look for.

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Almost half of Canadians cutting carbs

One in five has purchased a carb-reduced product – likely to increase as more products hit the market

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Bronze: MacLaren MRM

Swift, silent and deadly is the best way to describe MacLaren MRM. Perhaps not as high-profile as other agencies in the direct industry, MRM seems to work most successfully in a stealthy sort of way with the clients of its mother agency, Toronto-based MacLaren McCann.

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PVRs threaten channel surfing

In a future with less sampling, do new shows stand a chance?

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What’s next: The U.K.’s best known media pioneer looks to the future

In 1976 when Chris Ingram founded U.K. media agency CIA, he had a vision of the future of advertising. Media was at the heart of that future.

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Market Meter

Conventional broadcast TV

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The Ex-Lax equation

Putting a fresh, contemporary face on a mature brand is always a challenge but even more so when the brand happens to be Ex-Lax and the category a decidedly unsexy OTC sector: stimulant laxatives.

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Slow and steady

The last quarterly reports of 2003 are out and analysts are getting a grip on the year to come: Look for slow, steady media spend growth overall, with above average spurts in radio, magazine, O-O-H and Internet

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Will PPMs mean higher rates?

The portable people meter is performing well in the Montreal francophone market, and BBM Canada expects the data spewing from the new audience measurement system to be ready for daily use by media buyers and sellers within weeks. Still, the industry is divided on the impact and effectiveness of this newest measurement tool.

News

49th Media: not dead yet

Kevin Shea’s 49th Media is primed for battle and ready to reapply to the CRTC for permission to sell Canadian ads on such U.S. cable channels as CNN and A&E.

News

Market Meter

Conventional broadcast TV