The Step Forward A couple of months ago, I wrote about Universal’s deal with YouTube. Myself: “Lucky for Universal. Not only do they get a cut of the revenue for their videos posted by fans, they also get a cut of the revenue from the videos created by fans. As for the fans, they’ll continue [...]

Using the afternoon to prep for an upcoming presentation, I came across an ad that my company, MacLaren McCann Direct and Interactive, created last year for self-promotion. I’m of a generation that doesn’t tow the company line too easily, but I’m proud to make an exception here*. Too many marketers overlook the consumer in our [...]

The task of the marketer today is not to buy media for persuasion, but rather it’s to construct a platform of influence. But who will use this platform and how will they engage? It’s a fact: younger people tend to use technology to fulfill social, entertainment and career objectives. This makes for countless entertainment portals, [...]

It’s a big day for RadicalTrust.ca in the blogosphere. First, Lily Dustbin profiled Radical Trust in her weekly “Blogerati” column over at blogTO.com What is blogTO? The horse’s mouth: blogTO is a web site about Toronto written by a group of obsessed artists, musicians, photographers, politicos, advertising and media types, dancers, tech geeks, food lovers, [...]

Event, direct mail and online marketers know that integrating to mass creative has been a measure since forever. As we strive to “integrate” products from various divisions and disciplines within the ad agency world, much debate and debacle has ensued. Most ad agencies still have mass creatives leading ad campaigns, encouraging other divisions to turn [...]