Wendy Cuthbert

Contact Wendy by sending an email to wcuthbert@brunico.com

Articles by Wendy Cuthbert
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Catch them young and keep them forever

It seems hard to believe, given our culture’s obsession with youth, but when Mazda Canada decided to skew its new entry-level Protegé toward younger buyers, there was some serious anxiety about the potential implications. ‘It was a very risky decision to…

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Consolidation of specialties a mixed blessing

Mergers and consolidations. If you’re looking to compile a list of the major business trends of the past five years, that one would definitely have to rank somewhere near the top. Whether the industry in question is telecommunications, transportation or entertainment,…

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Consolidation of specialties a mixed blessing

Mergers and consolidations. If you’re looking to compile a list of the major business trends of the past five years, that one would definitely have to rank somewhere near the top. Whether the industry in question is telecommunications, transportation or entertainment,…

News

Regulations hamper Web efficacy

Here’s a skill-testing question: How do you create a product Web site when you can’t mention the product’s name, describe its attributes or even show what it looks like? That’s pretty much the dilemma that Canadian pharmaceutical companies face when developing…

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Off the beaten track

They’re not kids anymore. But they’re not fully-fledged adults, either. And to most older folk – advertisers included – they’re not really worth thinking much about. Or so it used to be. At one time, young adults in those difficult transitional…

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Virtual impulse buying a reality

You’re on your way to the cash desk and you spy a colourful display of those little thingamajigs that promise to make your life easier. So you pop one in your cart and, $37.99 plus GST later, you scold yourself for…

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Tools make life easier

Technological tools are not Ginsu knives – you won’t find one that does everything. In fact, the tools of the trade for the average marketer can change almost as often as a client’s mind when reviewing a creative pitch. With that…

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Diamond producer waves Canadian flag

Rarely, if ever, do you hear ‘brand recognition’ and ‘natural resources’ mentioned in the same breath. That, however, is exactly what happens if you chance to engage in conversation with Graham Nicholls, vice-president of external affairs with Vancouver-based BHP Diamonds, the…

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Mark’s Work Wearhouse sheds work-boot image

‘Oh my God! Mark’s has khakis!’ Those were the words reportedly overheard in the parking lot of a Mark’s Work Wearhouse store in Calgary, by an account director from local agency Watermark Advertising Design. A patron had spotted ads for khakis…

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Fund marketers ponder branding strategies

The Kleenex of mutual funds. Ask Randy Van Der Starren, vice-president of marketing for Toronto-based AGF Management, to sum up his vision for the company, and that’s the answer you’ll likely get. No, he’s not suggesting that it’s cheap, disposable and…

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Investors Group touting tailored solutions

Getting to be number one isn’t easy. But staying there is even tougher. Take Investors Group (IG), by way of example. With more than $37 billion in assets, the Winnipeg-based company ranks as Canada’s leading mutual funds provider. But in a…

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Papers rank dead last with packaged goods advertisers

Here’s a fun brain-teaser, while you’re settling in to enjoy that morning latté: What’s the last major packaged goods campaign you remember seeing in newspaper? You’ve got 60 seconds. Go. Ding! Time’s up. What have you got? Nothing? Well, there’s a…

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Shoppers gets a makeover

Cramped aisles, long lineups and cluttered checkout counters – not exactly what you want from your friendly neighbourhood drugstore. That, however, is what many consumers have come to expect when they visit Shoppers Drug Mart. How to change that expectation? Simple:…

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When beers are not enough

We know this is gonna come as a shock, kids, but believe it or not, there was a time when all you’d find in a case of beer was…well, beer. Yup, it’s true. Of course, you could be forgiven for disbelieving…

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Alpine offers points for caps

Every fourth bottle of beer consumed in the province of New Brunswick is an Alpine. And Moosehead Breweries would like to keep it that way, thank you very much. That, simply put, is the rationale behind ‘Cool Caps,’ a loyalty program…