Archive for the ‘Public Relations’ Category

Cannes – the PR shops are in the PR Lions

Monday, June 21st, 2010

Congratulations to all the winners at Cannes especially those within the TBWA\GLOBAL network. So far, the Cannes Lions have been very good to our network with more than a few significant wins including two Grand Prix in promo and PR for Gatorade ‘Replay’, which is the great campaign from TBWA\Chiat\Day.

But where are the PR shops in the PR Lions? Apparently, they’re not at Cannes and they’re not winning their share of awards says Brian Morrissey in this interesting Adweek article. Perhaps it’s too early to pass final judgment about how many awards “that redheaded stepchild, growing up into a critical part of the marketing world,” should win. Regardless, Mr Morrissey has thrown down the proverbial gauntlet, challenging PR agencies and pros.

TBWA certainly understands the importance of earned media, or PR and social media as it’s more commonly known. Gatorade ‘Replay’ and the Nissan Sentra SE-R Project are earned media successes. Additionally, my roles as Director of Earned Media demonstrates TBWA\TORONTO’s commitment to integrating PR and social into the paid, owned and created media mix.

As more agencies see the advantage of understanding how brands behave across all mediums, we’ll see more agencies such as TBWA with in-house digital, PR, social, mass and creative expertise. These firms started as ad agencies or PR shops or digital boutiques, but they’re emerging as communications powerhouses capable of servicing clients’ many marketing needs.

And as the next generation of firms continue to win at Cannes, it might be time to realize that the various and critical elements of the marketing world will be created and delivered by agencies that look and act differently. So maybe there are the right amount of PR shops in the PR Lions; they just sorta look like ad agencies.


Puma – Clever Little Bag

Sunday, April 25th, 2010

Puma has partnered with The Fuse Project to completely redesign the packaging for their shoes.

A team spent 21 months studying different boxes and packaging schemes, searching for the most efficient, sustainable way to get shoes to consumers.

They finally came to the solution of foregoing a box altogether, and instead using a special bag and a cardboard sheet.

Puma claims that this new design will save about 8,500 tons of paper, 20 million Mega joules of electricity, 1 million litres of fuel oil, 1 million litres of water and 500,000 litres of diesel.

Check out this video:

The New PUMA Fuseproject Packaging from lokyin on Vimeo.

It’s quite amazing, the profound effect such small changes can have — let’s hope more shoe companies follow suit.


Nissan Sentra SE-R Project

Friday, April 9th, 2010

Nissan Canada, in partnership with TBWA\TORONTO, has created a unique video designed to highlight the joy and excitement of driving a Sentra. The SE-R Project, which can be viewed at, is a fast-paced ride conceived to get people to view, comment and share the spot.

The creative strategy was to produce entertaining, branded content that would captivate viewers while driving passion for Nissan in Canada. The SE-R Project achieved this by using a radio-controlled (RC) car as the hero of this action-packed video.

Get the Flash Player to see this content.


TBWA\TORONTO hires new Director of Digital Media Arts and Director of Earned Media

Tuesday, March 16th, 2010

Award-winning Toronto office hires digital marketer, Tasha Dean, and public relations veteran, Trevor Campbell

TBWA\TORONTO’s vision to be the leading Canadian agency connecting people with brands via earned media, unearned media, owned media and created media became reality with the hiring of Tasha Dean as Director of Digital Media Arts and Trevor Campbell as the Director of Earned Media.

A rising star in interactive production, Dean brings more than 15 years of digital branding and marketing innovation to TBWA\TORONTO. Her brand work includes Telus, Mini, Koodo and Molson and she has been recognized at Cannes, One Show, Webby Awards and the Cassies. Dean previously worked at Taxi.

The past president of Porter Novelli Canada, Campbell brings more than 16 years of public relations success to TBWA\TORONTO. He has helped industry-leading clients develop marketing communications strategies to strengthen brands and influence North American audiences.

“Trevor and Tasha are fantastic additions to TBWA\TORONTO’s leadership team,” said Jay Bertram, president of TBWA\TORONTO. “Tasha’s incredible digital marketing and social media expertise have already helped our clients build their brands online. And Trevor’s established public relations and social media smarts will enable clients to benefit from our fully integrated services.”

“Working side-by-side with digital and mass media presents an unmatched opportunity to develop compelling client programs,” said Campbell. “The media landscape is in flux and TBWA\TORONTO is prepared to manage all aspects of the marketing communications mix.”

“I love the marriage of creative and technical,” added Dean. “Watching great creative come to life when executed flawlessly is a really exciting moment. Digital is the new mass and we should embrace it.”

TBWA\ Toronto ( creates Disruptive ideas that help drive growth. We make brands famous for clients, including ABSOLUT, Apple, Infiniti, Mars, Nissan, Petro-Canada and Visa. As a top-five, worldwide marketing communications agency, TBWA\ Toronto’s industry-leading Media Arts talent covers paid, earned, owned and created media. TBWA\ TORONTO knows that creativity drives growth, as illustrated by Fast Company Magazine placing TBWA 24th on its list of “The World’s 50 Most Innovative Companies.”