Saturday, January 01, 2005

Toronto Ad & Media Agencies

Capital C
24/7 Canada Click Through Interactive
ABM Research
Access Advertising
Ad Link Advertising Inc.
Ad People Inc.
Ad Vendors
Adel, Jerry & Company Management Consultants
Admerasia Advertising
Advantex Marketing
AES Company
Agency Three Point Zero
Agensky & Company Limited
Allemby Management Group Inc.
Ambrose Carr Linton Carroll Inc.
Amoeba Corp.
Ampersande Design Communications
AMW Direct
Anderson Advertising
Area 51 Communications Inc.
Ariad Custom Communications Ltd.
Armantus
Art & Soul Design Inc.
Associations Only
Audience
Available Media
Axia Database Marketing Group Inc.
Axmith McIntyre Wicht Ltd.
A-Z Inc.
B2 Communications
Baker Vanertuin Inc.
Bam Solutions
Barry Base & Partners Ltd.
Bates Canada
BBDO
BBM Bureau of Measurement
Beakbane Marketing Inc.
Bearing Marketing Communications Ltd.
Bensimon-Byrne-D'Arcy
Bimm Communications Group
Black & Company
Blade Marketing Communications
Blitz Promotion -Data - Direct
BOS
Bowen & Binstock Advertising
Bradbury Design Inc.
Brain Integrated Communications Inc.
Brandability Inc.
Brandworks Marketing Communications
Toronto -Brann Worldwide
Breezeway Communications Inc.
Brown & Cohen
Bryant, Fulton & Shee
Caldwell Communications
Calexis
Camelford Graham Research Group
Campbell & Partners Communications Inc.
Campbell Michener & Lee
Can-Asian Advertising Ltd.
Carat
Carlson Marketing Group
Caspian International
Catalpa Communications
CF Group Inc.
CHC - The Chris Hughes Company
Cinram New Media Group
Clarion Direct
Clegg Campus Marketing Ltd.
Columbia House Canada
Commins, Wingrove
Compass360 Inc.
ComQuest Research
Comscore Media Metrix
Concept 3 Advertising
Consumer Vision Ltd.
Continuum Relation Marketing
Cormier Communication Publicite
Cornerstone Interactive Communications
Cossette Communications - Marketing
CPC Healthcare Communications
Creative Empire
Creative House
Creative Keyes Advertising Inc.
Cundari Group Ltd.
DAC Group
Data Focus
David Weatherson
DCC Communications Inc.
DDB
Decima Research Inc.
Delta Media Inc.
Dick Chin
Digital Cement Sales & Marketing
Doner Canada
DraftWorldwide
DraftWorldwide Canada - Toronto.
Due North Communications Ltd.
Duo Strategy and Design Inc.
Dutton Group
E Compu Wear
Eastroad Design
Eden Advertising Agency Inc.
Elliott Sinclair Communications
Ellis Teichman Communications Ltd.
Emmanuel Lopez Illustrations
Engage Advertising & Design
Enigma Research - Event & Sponsorship
Enterprise Creative Selling
ERC - Evans Research Corp.
Exclusive Communications Ltd.
Fast Action Media Group
FCB
FCB Worldwide Canada Ltd.
Finesilver Design Inc.
First Avenue Target Marketing
Flip Publicity & Promotions Inc.
Forthought Design Inc.
Franklin Advertising Inc.
Freelancers Unlimited Inc.
Fresh Advertising Inc.
Gaggi Media Communications Inc.
Garneau Würstlin Philp Brand Engineering
Gawenda and Company Inc.
Gee, Jeffery & Partners Advertising
Generation 5 Marketing
Genesis Media Inc.
Genesys Creative Inc.
GeoMedia Inc.
GK Creative Comm./Market Brand
Gladd International Research Inc.
Global Direct Marketing
Goodgoll Curtis Inc.
Grapheme Communication-Design
GroundZero
Head & Vargvas Agency Inc.
Headturner Communications
Healthcare Marketing Resources Worldwide
Healthwise Creative Resource Group Inc.
Heather Chisvin
Hegge Cochrane Bray & Associates Inc.
Holmes & Lee Inc.
Holmes and Lee
Holmes Creative Communications
Home of the Big Idea
Horizon Communications Inc.
Howard Marketing Communications Company Inc.
HRM Canada Inc.
IC Group Inc.
IDC Canada Ltd.
IFOP-Canada Market Research
Impagination Inc.
IMS Interactive Market System
In Type Studio
Informa Market Research Co.
Information Resources Inc.
Initiative Media
Innovision Image Consultants
In-Sync
Integra Marketing
Intelifax Communications Inc.
Intellimail Inc.
Intellipulse Inc.
Interface Marketing Group Inc.
Ipsos-ASI
Ipsos-Reid
J. Walter Thompson
Jam Interactive
JKL Advertising Inc.
Kane Advertising
Kates Advertising Ltd.
Kingsway PR Consultants
Kingsway PR Consultants
Krista Slack & Associates Inc.
Kulbea
LA Ads
Lang Research
Leo Burnett Company Ltd.
Liston's Lyric Productions
Llewwllyn Market Research
LMA
Logos ~ Identity by Design Ltd.
Loopmedia Inc.
Lowe RMP
Lowe Roche
Lumina
MacLaren McCann Canada Inc.
Malvern Communications Inc.
Manifest Communications Inc.
Market Facts of Canada Ltd.
Marketing Drive Canada
Marketing For Tomorrow
Marketing Solutions Ltd.
Marshall Fenn Communications Inc.
Marusa Marketing
Matthews Communications Design Inc.
McDonnell Haynes Advertising
McIlroy & King Communications Inc
McIntyre Kennedy Inc.
McLaren Marketing
McLellan Group
McManus Elliott Communications Inc.
McNally & Sutherland Inc.
McWhirter & Associates
Media Buying Services Limited
Media Experts
Mediaswirl On-Line Advertising
Megaphone
Melaine Communications Group Inc.
Metrick System
MHZ Design Communications Inc.
Micromedia
Millward Brown Goldfarb
Mindset Creative Planning Inc.
Mixed Nuts Inc.
MLS Computer Services
Modem Media
Morris Pervin Group Inc.
MVJ Goup Inc.
MVP Marketing
Myriad Marketing Inc.
N5R
Nad Bank
Nash & Nash Ltd.
Next Media
Nicholson-Fox Direct
Nielsen Media Research
Nova Pack Limited
Nucleus Communications Network
Nyman Ink.
Ogilvy & Mather Advertising
Ollan Delany Marketing Communications
OMD Canada
One on One Communications Inc.
Ontrack Communications/RadioRadio
Open & Save Direct
Optima Communications Canada Inc.
Optimedia Canada Inc.
Orbital Graphic Design & Advertising
Otis Sauter Partners Inc.
Ove Design
Padulo Integrated Inc.
Palmer Jarvis Downtown
Paquin Entertainment Group
PCI - Plunkett Communications Inc.
Perennial Inc.
Pinnacle Direct
PMB - Print Measurement Bureau
Pollara Market Research
Prime Advertising
Proximity Canada
Publicis
Publicis SMW Canada
Q30 Design Inc.
Quadrant Marketing Ltd.
Quality Response Inc.
Quiller & Blake Advertising
R.I.S. Christie-The Data Collection Company
Radonic-Rodgers Communications Inc.
Ranscombe & Co.
Rapp Collins Worldwide
RCOMM Design Group Inc.
Reactor Art & Design
Remtulla Euro RSCG
Research Dimensions
Research House Inc.
Research Strategy Group Inc.
Resolve Corporation
Response Innovations Corp.
Retail Communications Group Inc.
Retail Media Inc.
Rethink
Roar Media
Roni Feldman & Associates Inc.
Ryan Edwards Communications Inc.
Saatchi & Saatchi Advertising Inc.
Schwab & Piquette Communications Inc.
Scott Thornley & Company Inc.
Scott's Directories
Second Dimension International Limited
SES Canada Research Inc.
SFX
Sharpe Blackmore Euro RSCG
Shikatani Lacroix Design
SISU
SMR/Tytrek Sales & Marketing
Southam Magazine & Info Group Ltd.
Spark Media & Design
Sparks Productions Incorporated
Special Assignment Inc.
Splash Entertainment & Communications Inc.
Square Peg Inc.
Stanton & Sylvester
Starch Research Services Ltd./Roper Canada
Stephen Thomas
Stonehenge Inc.
Strateco Strategic Communications Group Inc.
Strategic/Ampersand
Strategies International
SurveySite
SW&A - Sklar Wilton & Associates
Tactic Communications Inc.
Tamm Communications Inc.
Target Post - L.V. Feliciano & Associates Inc.
Tattoo Direct & Digital
Taxi Advertising & Design
Taylor-Tarpay Direct Advertising Inc.
TBWA Chiat/Day
TCP Direct Inc.
TelePartners Contact Centre
Telmar-Harris Media Systems Ltd.
The Ad Company
The Adlib Group
The Brainstorm Group
The Brainstorm Group
The Communiquè Group Inc.
The Corporate Support Group Inc.
The Crichton Kim-Kirkland Company
The Direct Company
The Henderson Robb Group
The Marketing Store Worldwide
The Media Company
The Miles Advertising Group Inc.
The Pente Corporation
The Radio Store
The Rudder Group - Toronto.
The Survey Support Group
The Thom Group
Thompson Lightstone & Company
Tim Elmy Strategic Creative
TMP Worldwide
TN Media Inc.
Tri-Ad Graphics
Trojan Sports & Event Marketing
True North Advertising Group Inc.
Uncommon Solutions Inc.
UP Inc.
Uthink
Vaughn Whelan & Partners Marketing Inc.
Vickers & Benson Advertising Ltd.
Walsh & Associates Advertising Inc.
Warne Marketing & Communications
Watts List Brokerage Ltd.
Websentinel Internet Information Management
Welcome Wagon Limited
What's In The Mail
Whitespace
Wide Frame
Wings & Ink Inc.
Wolf Group Advertising
Wood & Associates Direct Marketing
Worden Watson Limited
WOW! Factory Events
WSP International Ltd.
Wunderman
Wunderman
XIT Strategies
YIELD Integrated Communications & Advertising
Young & Rubicam
Youthography
Zepplin Communications and Design Ltd.
Zig Inc.
Toronto / Hamilton - Grey Worldwide

Wednesday, December 01, 2004

Last Class

Not to put a jinx on anything, but tomorrow’s class is scheduled to have a special guest speaker.

She is a Group Manager with a worldwide public relations firm and works with a lot of fashion-related clients including Chatelaine Magazine, The Bay, The Body Shop and a lot more. Bring your resumes if interning in this field interests you.

Final assignment notes:
When writing your copy in Word, use only one space after periods.
Make sure each ad you do for whatever medium has a different headline.
Have fun. If you need anything clarified, drop me an email.

Monday, November 29, 2004

Ad Campaigns

The best ad campaigns are the ones that haven’t ever been seen before. They takes the reader by welcome surprise.

To get an idea of what that means, spend a couple hours at the library going through the advertising award annuals. The point isn’t to copy the ideas. The point is to get inspired by the thinking behind them.

Write down any random thoughts that relate to your own campaign. Some ideas will work, other won’t.

Then read the body copy of the long copy ads. Look at how it starts. Study the details. The vocabulary. And the endings. Notice how the key words are chosen to relate the reader back to the topic.

Don’t be intimidated if your creative idea is odd, unusual, politically incorrect, too sassy, too suggestive, too emotional, or too anything. That’s the point.

You want your advertising to be noticed and remembered.

Email any questions. I will post the questions and answers on this blog.

If you can’t get to the library, check out these ad award sites:

Clio archives
AIGA
Brainco (links)
CMYK
Print’s design annual is on the newstands now. It has a ton of really smart ads and design from across the US.

Ad Campaigns

The best ad campaigns are the ones that haven’t ever been seen before. They takes the reader by welcome surprise.

To get an idea of what that means, spend a couple hours at the library going through the advertising award annuals. The point isn’t to copy the ideas. The point is to get inspired by the thinking behind them.

Write down any random thoughts that relate to your own campaign. Some ideas will work, other won’t.

Then read the body copy of the long copy ads. Look at how it starts. Study the details. The vocabulary. And the endings. Notice how the key words are chosen to relate the reader back to the topic.

Don’t be intimidated if your creative idea is odd, unusual, politically incorrect, too sassy, too suggestive, too emotional, or too anything. That’s the point.

You want your advertising to be noticed and remembered.

Email any questions. I will post the questions and answers on this blog.

If you can’t get to the library, check out these ad award sites:

Clio archives
AIGA
Brainco (links)
CMYK
Print’s design annual is on the newstands now. It has a ton of really smart ads and design from across the US.

Tuesday, November 09, 2004

Press Release Assignment

Four points to consider before making your final printout.

First. Don’t start the body copy with a dateline. The newspaper or publication will put that in.

Second. You are providing newspapers with facts about your service/business/event. The more it reads like a sales piece, the lower the chances of it getting published. So leave out the “world’s greatest event” phrases and describe the actual facts in clear, simple terms.

Write at a level that you’re comfortable with. Look, if the Globe & Mail published an objective profile about you, it wouldn’t matter whether the story included compliments about how wonderful you are. The fact you were written about is enough to convince readers how great you are.

Third. If the business you are writing about provides a solution then start by introducing the problem.

Fourth. Proofread. A lot. You’ll be sending your letters to editors who make a living ripping copy apart. Think of your letter as a juicy slice of red meat being presented to a pack of starving wolves. So read your letter out loud. A good technique for finding weak spots in the copy is calling a friend and reading it over the phone. (This technique is best done before 9 pm.) Then proofread it some more.

Monday, November 08, 2004

Thursday Update

The Guest Speaker from the PR agency will be postponed until December 2. A replacement may take her place. However, you may still bring your resume if you are interested in a student internship. She has also given me her work number that I can pass along to you in class.

Friday, November 05, 2004

Press Release Links

I’ve collected recent news stories that were likely initiated by press release. Reading them may help with the fourth assignment.

Yesterday, the Toronto Star ran a full page feature in the Fashion section on the Grand Opening of Sephora. The story is also posted online. Here is the link.

Sephora was also covered in another story in The Star as top ten list. Top ten and “Best-of” lists are always a popular device.

The Globe and Mail covers Sephora here. Quick reference facts are included at the end.

Additional quotes and details would have been gathered by the reporters. Conjecture about Sephora’s competitors (near the end of the first Star article) would not have appeared in the press release.

Here is list of links to other news stories that quite probably came from press releases.

Hey! Another Sephora placement. This time one of their products.

A home developer announces phase two. Not a particularly exciting story. Some sections of the paper have higher standards than others. Fashion, travel, food, and arts sections are more demanding than the real estate section.

Home Depot announces the publication of their new catalog.

Vaughn Mills Outlet Mall announces a new retail concept. Outlet malls are not really that new. But enough to make it news. Besides, a business like Vaugh Mills will need to do a lot of advertising. The Star hopes it will be in their paper. So they have a healthy interest in helping a new business get a fast start. Remember this when your new business or service needs a jump start.

Another Vaughn Mills Outlet Mall story. The focus is on its location.

Yes, another Vaughn Mills Outlet Mall article. The history of strip malls. A good lesson here. If a newspaper takes an interest in your event, retail store, or product, just keep sending them more press releases. Each can cover your message from a different angle.

Knowing which newspapers are covering your story means that they are reaching the people who are interested in your business. After your business is opened, you will have a better idea of where to put your advertising budget.

A new cooking school opens. Notice that the article is short. That does not mean the press release was short. Only that the editor cut it down for a number of reasons.

Ford announces a big sale.

To sum up: Keep the casual newspaper reader in mind when writing your press release. Are you telling an interesting story? Is the language lively, vivid, and easy-to-understand? Are you including details that offer real benefits?

Finally, read sentences out loud when re-writing and proofreading. Use your spellcheck. Let a few friends read it and then recount the main points of the press release.

Drop me an email with any questions.

Thursday, November 04, 2004

Copy Edit Symbols

Good reference for copy editing. Will also be permalinked.

Press Release Template

For Immediate Release
Contact: First & Last Name (416) 000-0000

Headline: Your News Message.

Subhead leads reader from headline to body copy.

Body copy. Plan on using “Five paragraphs and out” model. The first paragraph explains what you will be writing about. For instance: Toronto’s Bloor Street West features North America’s most celebrated designers: Chanel. Armani. Tiffany’s. Saturday, November 13, one more (writer’s note: originally “another”) designer will debut (writer’s note: originally “open her doors”) on Bloor West.

The second paragraph specifically describes the thing or event you want to tell the public through the media. If an event include the time, place and date. Describe who you expect will be attending. Fashion show: featured designers. Retail: featured designers and garment selection. For instance: Announcing the opening of Rina’s: an innovative fashion boutique that will cater to Toronto’s dynamic professional women. will provide professional women with business and formal attire by Rina, Ann Taylor and Sally Bowles.

Third paragraph fleshes out the previous. Offer more details about Rina. Her experience, background, and travels. Include a personable anecdote. If you writing about an event such as a fashion show, offer details about the predominant designers. A fashion show like Mass Exodus could include details of prominent Ryerson designers who were featured in prior years. You must be convincing that your event is unique and will be interesting to the editor’s readers and viewers.

The fourth paragraph builds on the last. Include more details about the opening or event and why it will be of interest to the editor’s readers and viewers. Shop openings can include points such as:
  • Employing a tailor on-site
  • escription of the interior
  • Innovative programs or services
  • Other newsworthy features.
    Events can include special arrangements for the media, interviews with designers, etc. Quotes from industry leaders about the show’s impact or the bright future in store for the store.

    The fifth paragraph wraps it all up. Briefly tell the readers what they’ve just read. Many editors read only the first and last paragraphs. If they like what they read, they might read the middle. If they do, the three middle paragraphs can not include unexpected information. Invite the editor to the grand opening. Give time and date. Offer to have her picked up in a VIP limo if she RSVPs by a certain date. This can get tricky because you do not want the editor to extend invitation to public. Include a separate invitation with the press release.

    About the author/event/boutique:
    Author/event/boutique is (a short factual description).

    Details:

    Title:
    000 pages
    0" x 0"
    # of illustrations/photography
    ISBN: 1-12345-000-0
    (Release date) Month 2004
    (Binding: Hardcover, Paperback) $19.95
    Published by (publisher)

    Event:
    Time:
    Duration:
    Address:
    Date:
    Cost (to public):
    Ticket Outlet:
    Presented by:

    Store Name:
    Address:
    Grand Opening:
    Times:
    Phone #:
    Website:
    Ownership:

    -30-


    © Mark Huebner. All rights reserved.