Author: sydney

Yesterday was International Women’s Day and it made me take pause for a moment to reflect on my career path. I thought about the start of my career in sales at Citytv at the tender age of 20. Back then, I was the first and only woman on the team. I still vividly remember how the fella in charge of my training took me on some sales calls for a day and pulled me aside for what I thought would be a mentor-to-student inspirational chat. I waited with anticipation for what I thought would be words of advice and encouragement. Instead, he warned me that I would most certainly make a fool of myself if I persisted. Apparently, just by being a girl, I was automatically classified as not tough enough for the role. With authority and force, he strongly suggested that I would be better off quitting as soon as I could — so I could leave with my dignity still intact.

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A jingle writer has done their job well if whenever you think of a particular brand their catchy tune immediately springs to mind. If you were brought up watching television or listening to the radio in Ontario, you’d be surprised to realize just how many of these jingles have become so ingrained in our memories!

The Alexanian jingle is one of those unique iconic jingles that everyone knows and loves. Without fail, every time we mentioned working on a new video with Alexanian, we’d hear “♪, ♫, ♪, ♫, ♪… Alexanians!” sung back to us right away.

Given the memorable status of their jingle, we decided to center our latest video project around it, playing on the heritage of the popular tune but re-vamping it to make it more fresh and modern for today’s digital world. Check out the video here at AlexanianTV!

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Last year, we set out to create a memorable holiday campaign for Vaughan Mills shopping centre. It involved creating Santa’s Tiny Big Town, the perfect place for families to make memories. Unlike other Santa experiences, this one provided a winding entrance full of interactive games for the children to play while they waited to see Santa, as well as a unique narrative focusing on the importance of spending time with the ones you love.

To coincide with the launch of Tiny Big Town, Vaughan Mills also announced a new charitable partner, The Hospital for Sick Children (SickKids). One hundred per cent of proceeds from all photo packages sold were donated to SickKids for the duration of Santa’s Tiny Big Town, with a goal of raising $100,000. Viewers were urged to share the cause across their networks using the hashtag #keytotheholidays. They ended up surpassing their goal, raising a total of $115,000 for SickKids!

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We live in a world today where marketers are utilizing 39% of their marketing budgets towards creating video content, producing 27 million pieces of content each day. This content is used to fight for consumer attention, but is of limited value unless it is actually found by users and potential fans of your brand, while also being optimized to ensure maximum impact, and then measured to see the correlation with your business’s results. With this new explosion of content, the digital world has become the most important and efficient distribution channel to Target, Optimize, and Measure Results in order to win on the content battleground.

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