Profectio – latin for “the source” brings together Canada’s Connected Community

Headlines From Across Profectio & PR In Canada

Videotron Has Serious Growth Plans In 2010; Will Add Over 600 Jobs
Canpages Forms Strategic Partnership With Phone Directories Company, North American Reach With Local Search Results
LG Helps Celebrate Best Short Films With LG Life’s Good FilmFest
Mplayit Expands Into Canada, Mobile App Catalog Available To Millions Through Facebook
City Of Edmonton Embraces Open Data, Developers Flock To Create New Applications
Bill Gates Gets On Twitter, Will You Follow Him?
Deloitte: 2010 TMT Predictions
iSIGN Media Solutions Gets Ready To Launch Location-Based Out Door Advertising Solution

One The Move

Sequentia Environics Adds Three And Promotes One
GREY Canada Hires Jocelyn Renaud As Vice President, Managing Director
Sionne Roberts Joins IT World Canada
Environics Communications Jumps Into The Social Media Analysis And Intelligence
Erin Rahn Joins Adconion Canada As Media Director

Deal Flow

Vanilla Forums Raises $500,000 In Series A Financing

Gadgets & Gear

XM Canada Launches XM SkyDock For Apple iPod Touch and iPhone
Toshiba Partners With YellowPages.ca, New Notebooks Powered By Local Search Gadget

Campaign Corner

Knowledge Center

Institute of Communication Agencies: 69% Of Canadians Feel Advertising Plays A Crucial Role In Consumer Spending
TNS Canadian Facts: Latest Consumer Confidence Index Shows Consumers Concerned Over Recession Impact
U.S. Video Game Industry Hits $20.2 Billion In 2009
Motorola: 51% Of Consumers Used Mobile Devices For In-Store Holiday Shopping

From PR In Canada

Is Twitter Stealing The Thunder From PR Professionals And Publicists?

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It looks like advertising agency GREY Canada is continuing on their growth spree. Last week they promoted a Creative Directory, Director of Planning, and a Group Account Director to VP, Global Business Director.  Their latest addition is Jocelyn Renaud as Vice President, Managing Director on February 1. Jocelyn brings 20 years of multi–channel communications experience, a dedication to exceptional client service, significant management expertise and demonstrated leadership acumen.

Before joining GREY, Jocelyn was Senior Vice President, Client Satisfaction at Cossette Communications, where she developed a highly respected reputation for her client service, results, and management skills. During her tenure at Cossette she led a portfolio of leading brands, in the business to business and business to consumer spheres, including Bank of Montreal, Bell, Habitat for Humanity, Canadian Electricity Association, Ontario Ministry of Health Promotion, Future Shop and Shoppers Drug Mart.

She has also spent eight years at Ogilvy and Mather New York, Jocelyn won the inaugural and peer-voted David Ogilvy Red Braces Award, given to someone who possesses outstanding leadership skills. In various roles there she created and launched fully integrated worldwide campaigns for clients including IBM and American Express and oversaw budgets in excess of $200 million and account teams of more than 20 people.

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Harjot Singh has been promoted to Senior Vice President, Director of Planning at GREY Canada, previously he was the agency’s Vice President, Director of Creative Planning.  Singh has only been with the agency since March 2009, but has over 14 years of international experience leading projects and teams in India and the Asia Pacific region at DY&R, Coca Cola and BBDO. Harjot moved to Canada in 2006 and has since, worked with Cossette and prior to joining Grey Canada, at Leo Burnett Canada; where he was VP, Strategic Planner.

Over the last 14 years, Harjot has worked with many reputable brands such as Frito Lay, The BMO Financial Group, PepsiCo, Visa, Allianz, Sony, GE and Kellogg’s.

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Toronto-based GREY Canada has promoted Charles MacIntyre from the position of Group Account Director to VP, Global Business Director.  Charles has been with the agency since 2007 and has had the opportunity to work on accounts such as Tourism PEI, Hong Kong Tourism Board, Cadillac Fairview, GTAA, Elections Ontario and Scotiabank International.  As a result of his great work he won the peer-voted “Famously Effective Employee of the Year Award” within GREY.

“We at GREY are devoted to enhancing client service and fostering top talent, and Charles’ promotion is an example of that,” says Ann Nurock, President and CEO, GREY Canada. “Charles has proven to excel in achieving impressive business results, leading a team to reach creative milestones and cultivating extremely loyal client relationships.”

Over his career to date Charles has been  an Account Director at OgilvyOne Worldwide and Director of Production at The Production Partners.

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• Harjot Singh Promoted To Senior Vice President, Director of Planning At GREY Canada
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GREY Canada has announced Carl Jones as the agency’s new Vice President Creative Director, working in their Toronto office. Carl’s career began at Toronto’s Vickers & Benson and MacLaren before moving to Mexico City in 1993. While in Mexico he worked on the Alka-Seltzer campaign which became the country’s most awarded of all time. In 2003, Carl created the advertising campaign for the Dali Lama’s visit, and his 2004 campaign for Frito-Lay was the first Latin American commercial ever shown during the Super Bowl, and was later voted as one of the year’s top five commercials in a USA Today public poll.

Carl spent 10 years at BBDO Mexico, and during that ime the agency it was the most awarded agency in Mexico and a four-time Agency of the Year award winner. During his tenure as General Creative Director, Carl also helped Y&R Mexico become Agency of the Year. As the country’s first art director to be elected president of the Mexican Circulo Creativo, he also led Y&R to win its first Gran Prix in the Circulo Creativo as well as its first Cannes lion.

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• Harjot Singh Promoted To Senior Vice President, Director of Planning At GREY Canada
• GREY Canada Promotes Charles MacIntyre To Vice President, Global Business Director
• Grey Canada Wins AOR For BC Recreation and Parks Association’s Walk BC initiative and Vancouver Magazine
• Week That Was – 2010-01-22
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We all know that the global recession has had an impact on every industry around the globe and not for profits have also suffered this year from lower donations.  To help kick start consumers to donate just a touch more GREY Canada has created a new campaign for the Salvation Army using various social media tools as well as a street-level campaign.

Revolving door decals (see photo above)) and online classified services were designed to intercept people in consumer environments by reminding them of those who are in need this season. A Facebook quiz also tests personal knowledge of social issues, and helps to inform people about issues such as homelessness and addiction, all of which are a few of the causes that the Salvation Army assists with.  The quiz also ties into a “compassion quotient” ranking that is displayed upon completion of the quiz and then a video is displayed and participants are offered a chance to share the quiz and donate

“GREY Canada listened to our goals of educating Canadians while boosting our new donor base and supplementing our Christmas Campaign,” said Andrew Burditt, Territorial Public Relations Director, Salvation Army. “By engaging people on-street and online, Grey found a creative and low-cost way to connect with the public and educate those who live in sight of poverty almost every day.”

Six revolving door decals in locations across the GTA inform donors of the “text-to-donate” mobile campaign. From Yonge and Bloor to Yonge and Sheppard, the signs alert people at nearby kettle donation points to the opportunity to text ‘HOPE’ to 45678 to make a $5 donation from any Rogers Wireless or Bell Mobility handset between now and Christmas.

The campaign also leveraged classified services Craigslist and Kijiji  where wanted ads were placed asking for items ranging from children’s jackets to hope. One ad says, “Looking for a single-person dwelling. Street level. 5-10 square ft. Access to heat and washroom would be nice. Ask for Brian, corner of King & Spadina. Your donation can help provide shelter for those who need it most this holiday season. www.SalvationArmy.ca/Compassion.”

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Profectio – latin for “the source” brings together Canada’s Connected Community

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Since 1882, the Salvation Army has grown to become the largest non-governmental direct provider of social services in the country, serving more than 1.5 million people. The organization has hired Grey Canada as their advertising agency of record.

“We believe that Grey Canada’s strategic thinking, creative excellence and relevant not-for-profit experi

Grey Canada won the account after competing with agencies in both Canada and the US.

Related Stories:

• GREY Canada Adds A Little Holiday Spirit To Latest Salvation Army Campaign
• Week That Was – 2010-01-22
• GREY Canada Hires Jocelyn Renaud As Vice President, Managing Director
• Harjot Singh Promoted To Senior Vice President, Director of Planning At GREY Canada
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• Grey Canada Hires Clare Meridew As Vice President Creative Director – Interactive

The neighborhood surrounding Don Mills mall has received an extreme make over in the last few years with the addition of new residential units and now the near completion of Shops at Don Mills. Grey Canada was tapped to help develop all the key branding elements (i.e. logo, brand guidelines, web creative, graphic standards, sales collateral, web/online elements, etc) (see image below). “Every visit tells a story” is the name of the campaign that Grey Canada developed in part due to the unique culture that surrounds the shopping complex and leveraging on the fact that it is Ontario’s first urban village in Toronto (owned by Cadillac Fairview).

“Shops at Don Mills is an exciting concept in real estate and neighbourhood development,” says Charles McIntyre, VP and group account director, Grey Canada. “This new open-air urban village features shopping, dining, activities and inviting public spaces for the whole family and serves the hub of cultural and community life for the neighbourhood’s residents and businesses.”

The campaign also leveraged radio and Grey Canada created a series of commercials parodying Masterpiece Theatre to help share the type of scenarios that shoppers go through as they as choose between two outfits or receiving the dinner bill that add a humorous twist to the campaign.

Agency: Grey Canada

Related Stories:

• Week That Was – 2010-01-22
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• GREY Canada Promotes Charles MacIntyre To Vice President, Global Business Director
• Carl Jones Appointed Vice President Executive Creative Director At GREY Canada
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• Week That Was – 2009-11-20
• The Salvation Army Taps Grey Canada As Advertising Agency Of Record
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• Grey Canada Hires Clare Meridew As Vice President Creative Director – Interactive

While many companies are complaining about a slow down in the market Grey Canada seems to have found a magic formula for success, under the leadership of President and CEO Ann Nurock this advertising agency keep going and going.  The advertising agency has hired Harjot Singh as the VP of Creative Planning who brings 13 years of industry experience leading teams at Dentsu Y&R Asia Pacific, Coca Cola India, BBDO Asia Pacific, Cossette Canada and at Leo Burnett Canada. He has worked on brand and consumer projects in India, Singapore, Australia, Sri Lanka, Hong Kong, Taiwan, China, Europe and North America.

Some of the brands that Harjot worked with include Frito Lay, Coca-Cola, The BMO Financial Group, PepsiCo, Visa, Allianz, Sony, GE and Kellogg’s. Prior to joining Grey Canada, Harjot was with Leo Burnett Canada as VP Strategic Planner, where he achieved commendable professional growth. Previously, as a Senior Strategist at Cossette Communications Group, he was part of the strategic planning division.

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• Grey Canada Hires Clare Meridew As Vice President Creative Director – Interactive