February 12th, 2015
Author: Gayle Robin
Designing Effective Creative
 
October 2nd, 2014
Author: Gayle Robin
5 Factors of a Successful Long-term Relationship, or What to Look for in a Communications Partner

Five Factors Photo

So your business is ready to hire a communications partner and you’re not sure what to look for. You have a handful of agencies who are competing for your business and they all have solid campaign ideas and strategies. Choosing a new agency is costly, time-consuming and can be overwhelming. How do you decide which partner is the right one for you?

As an agency owner, I’ve always believed great people, excellent work, industry specialization and rock-solid strategies are the keys to success. But not all agencies are created equal. Consider these five factors that may tip the scales and set a great, long-term client-agency relationship apart from a mediocre, or frustrating, experience. Read More

 
June 16th, 2014
Author: Guest
B2B Decision-Making: The Proof Is In the Influencers

Guest post from our U.S. partner Text100 and its Hypertext blog. Insights for this post were taken from the Text100 Influence Index: Paving the Path to AdvocacyAuthored by Rowan Benecke.

 

Text100 Influencers PostA major goal for B2B companies is reaching decision-makers to keep their product top-of-mind and ultimately result in sales. However, given the proliferation of content and general noise in the B2B industry, it’s hard to keep track of who is actually influencing buying decisions. Based on surveying more than 1,900 decision-makers, our Influence Index revealed the major influencers impacting business decision-makers and what they purchase.

In order to make the right choices regarding who to target to ensure your brand is part of the product buying conversation, decision makers (unsurprisingly) turn to sources they trust, who are highly influential in the decision-making process. Typically, these influencers fall into three main buckets:

Read More

 
June 12th, 2014
Author: Miles Pollock
Are You Ready for CASL? Here are some things you may not know.

CASL Posts

This is the first in a series of posts on preparing for CASL. Next week, we’ll look at the scope of this legislation and whether you’re affected; and in the third post, we’ll provide tips to ensure you comply with the new era of permission-based electronic communications.

On July 1st, Canadian marketers will enter an era where commercial electronic messages (CEMs) will be subject to stringent new restrictions … and failure to comply could be financially devastating. Is your business ready to meet the new Canadian Anti-Spam Legislation (CASL)?

Read More

 
September 23rd, 2013
Author: Dianne Craig
How to write for an integrated marketing communications agency

 

integrated marketing

You’ll need heightened skills when writing for an integrated marketing communications agency

When I tell new friends I write for a marketing communications agency they sometimes say, “Oh, an ad agency?”, and I wonder how to best describe the scope of an integrated marketing communications agency in a few words. I say, “Full service: advertising, PR, digital, direct, promotions, branding, design – integrated communications.”

While most agencies specialize in one discipline such as advertising, public relations, or direct marketing, a full-service integrated communications agency is just that: full service. It offers a clear advantage by providing a much wider scope of services, designed to work synergistically together to meet clients’ objectives, and reach targets at every conceivable interface. Read More