Download PDF - Strategy

inside the April 2008 issue
YOUTH
Scotiabank taps
the fountain
CREATIVE
Calling all Vespa-heads
45
12
On the cover
We wanted to convey the fashion-forward
aspect of LG Canada’s new direction under
president/CEO William Cho and VP marketing
Andrew Barrett, and were wondering how
we could pull it off without heading to Milan.
As luck would have it, LG was planning a “Next Top Models” show for their
dealer network, and was able to produce the requisite runway and models.
Voila! One haute cover, prêt a porter.
After our photographer, Paul Perrier, got the perfect shot, LG hosted a
dinner and fashion show for their retail partners at the Toronto Congress
Centre. Barrett emceed with a script describing the couture in terms that
also touted features of the 2008 LG collection, like the line of fl at-screen
TVs launching this month. Of course, no model could ever be that thin.
4
8
12
15
20
22
25
27
455
62
64
66
VOLUME 19
ISSUE 9
editorial
As I sort through countless new “innovative” marketing ploys, I fi nd
myself asking the really tough question: what would Barry say?
upfront
Michelina’s dumps the Macarena, LCBO explores its “envirochic”
side, BMW Canada glows in the dark and the Lexus IS F looks as
fast as it sounds. Meanwhile, H&R Block fi les into Facebook for
tax season and Wal-Mart de Mexico takes a trip to LazyTown.
creative
Dentsu Canada and Canadian Scooter Co unleash a gang of
Vespa-heads onto the streets; Ogilvy Toronto and Kraft Canada
fl ip open a box of Diamond Shreddies; Venture Communications
and Travel Alberta taunt Toronto subway commuters.
biz
LG Canada president and CEO William Cho and VP marketing
Andrew Barrett are transforming the lowly washing machine into
a global fashion icon.
who to watch
Adidas Canada’s Micki Rivers doesn’t give free gear to just
anybody – bands and skaters have to live the brand.
deconstructed
NutriSystem Canada is feeding bloggers information to spread
the word virally. Will consumers bite?
what next
Tasting is believing with these ads, math solves marketing
mysteries and our very fi rst Statsthought guest column.
media deconstructed, part two
This month’s plans leap over the agency divide to frolic in the
creative space.
youth report
Old is young again: adult brands crash the youth marketing party.
forum
Renegade CMOs Tony Chapman and Ken Wong take a sobering
look at the economic fallout, while John Bradley looks back at
the risk and bravery required to keep brands on top.
remembering barry
Strategy bids a fond farewell to one of our industry’s best and
brightest, Barry Base.
back page
Nothing like a good mystery to get your grey matter moving.
www.strategymag.com STRATEGY April 2008
3