Marketing & Media
Entering the downtown head office of Destiny Media Technologies, it’s immediately obvious that the company has seen better times. The expansive lobby screams opulence, with its slate-tile floor, its floor-to-ceiling windows overlooking West Hastings Street 10 floors below, and the massive boardroom table visible through an aqua-tinted glass wall.
And don’t think it happened purely by accident. In an age where radio and print seem outdated, here’s how experts create the kind of buzz that gets people talking – and spending. Live itForget billboards, TV ads and radio jingles. Last June, when Vancouver-based marketing agency Inventa promoted the relaunch of...
I’m standing over an operating table, looking down at a badly decomposed body. Its withered frame is sunken and appears to be melting into a pool of liquefied flesh. The hapless victim has been sucked dry by a vampire, and...
Despite his tailored suit, greying hair and the photos of his four kids on his office wall, Shawn Williamson (right) can’t help but come across like a hyperactive 12-year-old boy trapped in a 40-year-old’s body. A remote control in hand...
Change is a business battle cry today, and there isn’t a manager alive who isn’t buffeted by the constant baying for transformation. This is especially true in B.C., where our frontier mentality constantly demands the destruction of the old to...
Advertising represents approximately 60 per cent of the corporate marketing budgets. Direct, promotional, experiential, online and sponsorship make up the balance of the spending. Sponsorships might seem like a small chunk of a smaller chunk but it’s all relative. It is estimated that more than $2.5 billion is spent on sponsorship campaigns per annum in Canada.
It seemed like a shoe-in for Olympic sponsorship. The smart money was on Roots Canada for getting their grip on 2010. Given its well-established relationship with the Canadian Olympic team, it was the darling choice for official Olympic tailor and for the lucrative licensing rights to manufacture clothing for our athletes and the public, with royalties spinning back to the Vancouver Olympic Committee.